Your marketing message starts with knowing the wants, fears, problems, and needs of your target market and ends by crafting a message that speaks to those problems compellingly and believably. The result is a powerful message that makes your prospect want to know more.
Most small businesses are confused about their marketing message. Some think it's their slogan and others think it's a regurgitation of all their awards and how long they've been in business. It's none of the these.
Your marketing message is what grabs a potential customer's attention, tells them how you can solve their problem, why they should trust you, and why they should choose to do business with you over and above any other choices they might have.
Simply put, your marketing message is what you say to your target market to get their business. What you say to your audience has the power to influence them and dramatically increase the success of your marketing.
It's also how you communicate with your customers in a way that makes them feel like the message they're hearing, reading or seeing was created just for them.
If you want your message to be heard through the advertising "noise," follow these five steps to effectively connect with your future customers.
STEP 1 – Identify your target market.
Start by asking, "Who is my target market?" Once you have narrowed this down, it's easier to craft a message that speaks to your market.
STEP 2 – Identify the problems that your target market experiences.
Next ask yourself, "What problems do my target market have and how does it make them feel?"
STEP 3 – Present your solution to your market's problem.
Once you have identified the customer's "problem" ask yourself, "What solution do I have to offer my prospect?
STEP 4 – Present the results you've produced for other people in the same situation.
It's not enough to tell people you have a solution; you have to prove to them that your solution works by asking and answering, "What are the results that my solution has produced?"
STEP 5 – Explain what makes you different from your competitors.
You need to communicate your differences or unique selling points, and these need to have perceived value to the customer. They need to be something the customer cares about.
Below is an example of developing a message:
- Start with an overarching question or statement in the form of a 'headline.' For example, "Fall Back in Love with Your Home."
- Describe or relate to your customer's biggest challenge. For example, "You were in love with your home when you bought it… but now it just doesn't feel like 'home' anymore."
- Briefly indicate what solution you're offering. For example, "With affordable upgrades & creative vision, we can help you love your home again."
- Include a clear call to action to finish off. For example, "Call us today to book your free home evaluation."
When a message speaks directly to the emotions of your target market or potential customer, and it is easy for them to understand, you're much more likely to capture their attention so you can begin the process of earning their business.
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