Get your Core Marketing message right.
It is a fact that confused people do nothing. Confused businesses sell the wrong products. Without a quick simple way of explaining your business you will become instantly forgettable.
Your Core Marketing Message is at the heart of all your marketing. It describes the essence of what your business does for customers.
From your core marketing message you can quickly get a thirty second pitch or answer the ‘what do you do?’ question. Your message persists in your more detailed marketing materials. You should always double check that any of your marketing still refers to this distilled down version of your business.
What does a core marketing message look like?
It should look something like :
I work with <type of customer> who <describe problem> I <describe outcome/solution>.
I work with self-employed business owners who struggle to attract enough customers. I help them to create a steady stream of ideal customers and grow their income to the level they want.
I work with mums who are returning to work and can’t find a job with flexible hours. I find them a position with a business that needs a flexible work force.
We work with small businesses with cash flow issues. We help businesses create a step-by-step system to decrease time to payment and reduce debts that have to be written off.
How do you create a core marketing message?
Start with the WHO. Often people think they sell to everyone. Everyone seems easier to find. In reality finding a smaller group is easier as they gather in obvious places online and offline. If you want to find everyone you have to look everywhere.
Also working with one group of people or businesses allows them to feel you understand them in ways that someone marketing to “everyone” can’t do.
ACTION: Make a list of anything that describes your ideal customers as close as possible. Are they a business or consumer? What identifies them?
Do it now.
ACTION: Next make a list of the PROBLEMS you solve. What do they need? What challenges do they face? Describe the issues from the client’s point of view. From now on try to make almost all of your marketing describe things from the client’s perspective.
ACTION: Now list the SOLUTIONS OR OUTCOMES you deliver to your clients. How does your expertise benefit your clients? What do client get from working with you?
ACTION: Look at your problem list is there something that sticks out as a good summary of the problems your customers have. If not can you create a new problem description that summarises their situation better.
ACTION: Look at your solutions/outcomes. Is there one great outcome that you can promise your customers? If not try to write one.
ACTION: Now try picking the best from each list. Put them in the right order in the formula. I/We work with <the who> who <best version of the problem> I <best outcome/solution>.
REVIEW: Look at what your have created. Does it make you say “wow” or “tell me more” or “just so what”?
Is it clear? Is it concrete?
Can you add adjectives to make it sound more exciting?
Does the problem description highlight the pain the clients feel?
Does the solution/outcome grab you? Does it have teeth?
Think again if you mentioned price. Are you sure you want to compete on price?
Can you add a guarantee in the outcome?
Avoid describing “how you do things”? The “How” isn’t important to customers until they know what you do. Describe the benefits you provided to a client.
What you are looking for is something that stands out. Is clearly expressed? Does it positions your business perfectly in the market? Does it feel like a solid foundation to help market your business?
Now you have a Core Marketing Message you can do a lot with it.
Lets change your message into a quick pitch
Need a quick summary for a networking meeting or introduction?
One way to do this is to add, to the end of your message, a short client story to your message. Make this in the form.
Recently, we worked with a <describe client type> who had <problem> we worked with them and achieved <real benefit or results>.
Recently we worked with a consultant to the paper industry that needed to boost his income, he implemented a small portion of what we teach. The result in his first quarter was equal to his revenue from the whole of the previous year.
So a full pitch might look like
“I work with self-employed business owners who struggle to attract enough customers. I help them to create a steady stream of ideal customers and grow their income to the level they want. Recently we worked with a consultant to the paper industry that needed to boost his income, he implemented a small portion of what we teach. The result in his first quarter was equal to his revenue from the whole of the previous year.”
Find out more about the Lift Off Program where we work on a step-by step marketing program built on the foundation of a great core marketing message.