It sounds simple, but it can be the one step that can throw the cat amongst the pigeons if you do not get it right. Simply put, your marketing message is what you say to your audience when you’re selling them on what you do. Your message has the ultimate power to influence and persuade your clients to want to know and hear more from you. It has to prompt an emotional response.
Let’s look at how you can create your unique message!
Your Ideal Client
Your first step is to identify who your ideal client is and is one of the most important pieces of marketing advice you will get. What can you do for them that will enrich their lives and contribute to their success– now and in the future?
Get specific Who will you serve – Entrepreneurs, Creatives, Personal Trainers?
You also need to look at what stage of business they are at. Are they just starting out, or have they been in business for two years or longer?
Depending on what your offers are, will determine how many clients you focus on?
Your Clients struggles
To write your messaging let’s start with the struggles your clients have and lets then look at how you can solve these.
Selling is about solving customer problems.
Identify what problems your clients have that need to be solved. Start reaching out to your ideal clients, and ask them questions around their struggles.
Get really clear with what the problem is, and then look at it from the customer’s point of view.
Now, look at whether you are able to solve these problems in a way that is convenient, cost-effective, or timely.
An important point to remember is that you cannot solve your customer’s problems by presenting your products. Find the most pressing problem, and ask them what is leading them to experience this problem.?
Analyse the problem, by looking at:
- Frequency of the problem?
- Special circumstances that are present?
- Duration problem has been around for? Has it gotten worse?
- Is the problem affecting other processes or people?
What I find useful is to look at their struggles, then switch it around and look at what they want. What are the benefits?
You sell your clients what they WANT, but you give them what they NEED!
Feelings you want your clients to experience?
What feeling do you want to leave your clients after they have worked with you, think of the customer touchpoints, during the sales process and after they have purchased from you?
Think of the feelings you want your ideal clients to have when they discover you?
What will people say about you after they have purchased from you?
Your “WHY” and your “BELIEFS”
Think about your big “Why”? Why are you in business?
What do you want for yourself, your family and your customers?
Think about the spark that ignited your decision to start a business. What will keep it burning?
Be True To Yourself And The Future You Want Your beliefs or principles are equally important.
You can read more HERE on my story and my WHY
Craft your message
Now be irresistible – Create a powerful deep message that you don’t need to think about marketing.
Put the customer at the forefront and make sure they can see your value. What message do you want to send out and be known for? Your Unique Positioning — this is like a UVP or USP, but with even more magic. (Values, purpose, struggles, desires).
Use the following template with how to craft your message. My name is ____________ and I believe _______. I help___________ to_______ so they ___________ and __________.