#1 Marketing
Strategy: Your Marketing Message
Author: ©Jody Gabourie
Your marketing message is what forms the background of all your
marketing strategies and communications. If your marketing message
is weak, unclear or poorly crafted, then it doesn't matter what
specific marketing tactics you use...your prospects and customers
won't take notice.
The
goal is to have a well-written, targeted marketing message that
resonates with your target market. You want them to see or hear
your marketing message and get an instant reaction of "Hey,
that's for me". You want them to go to your website, give
you a call, send you an email, ask someone about you - you want
them to find out more about you and the solutions you offer.
In other
words, a great marketing message means you'll have more and more
qualified prospects contacting you, generate more and more business,
and make you happier and happier!
So what
exactly is your marketing message?
Your
marketing message is more than a USP (Unique Selling Position),
or value proposition, or your tagline or brand. It is a complete
message that describes what you do, who you do it with, what problems
you solve and what solutions you offer.
You
want your marketing message to grab your prospect's attention,
show them how you can solve their problem, why they should trust
you and why it's in their best interest to do business with you.
Your
marketing message should "speak" to your prospects and
clients by appealing to their "hot buttons". The problem
or issue that triggers emotional reactions that keep them up at
night, trying to come up with some solutions.
Prospects
and customers who are exposed to your marketing message (via your
website, elevator speech, business card, brochure, special report,
sales letter, direct mail, etc.) should have answers for the following
questions:
1. Is
this product or service for me?
2.
Why do I need this service or product?
3.
What will I get from this product or service?
4.
How will this service or product change how I'm feeling right
now?
5.
Does this product or service really work?
In order
to ensure that your marketing message is the best it can be, and
answers the above questions for your prospects and customers,
you need to do some homework.
In order
to craft a successful marketing message, you have to understand
your target or niche group, the problems they have and their motivations
to buy. You also need to know what sets you apart from your competitors
and what solutions your products and services provide.
So your
marketing message actually encompasses several different aspects:
1) Target
market - who is your message and marketing communications directed
to? What is the personality of your potential audience?
2) Problem
- what is the issue or concern that frustrates your prospects
and clients? What's not working for them or could work better?
3) Solution
- what solution can you provide to alleviate your target market's
problem? What will your customers experience from working with
you/buying your product?
4) Benefits
- what are all the ways that your product or service helps your
client? What are the actual results?
5) Uniqueness
- what is unique about your company's offerings that make a difference
to your potential and current clients? How are you different from
your competitors?
Creating
a dynamic and effective marketing message is key to your business's
success. If you don't take the time to do this important marketing
step, then you'll most likely end up sitting in an empty store
or office, or in front of an empty email inbox and wondering why
your marketing isn't pulling in any customers.
