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.
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Jody Gabourie, The Small Business Marketing Coach, delivers
simple, innovative and powerful marketing strategies to
help business owners find and keep their most profitable
clients. To learn more about how she can help you take your
business to the next level, and to sign up for her FREE
special report, ezine and articles, visit her site at
http://www.JodyGabourieMarketingCoach.com
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