If you’ve spent any time researching marketing messages, you’re aware of the overwhelming amount of information available. Your message is how the world learns about your service, and you may only have one chance to impress potential clients before they move on.
A marketing message is only as good as its foundation, so before you go down the marketing “quick tip” rabbit hole. The following five steps can help you create compelling marketing messages for your company.
1. Play your role
For every issue your ideal client faces, there are likely hundreds of similar solutions. Your solution may be very similar to another, but that doesn’t mean it can’t be differentiated by your marketing message. Including this theme in all of your messages strengthens your market position.
Like your ideal customer, you may have an idea of your position, but that may not align with how you present yourself in the market. Research will help you find your true place.
Examine what others in your field are offering. Do you stand out or blend in? If your service isn’t unique, how can you stand out in your industry?
Distinguish between existing customers and “ideal” customers. Ask them why they chose your service over another in your niche. Their responses will help you identify areas you can emphasize more in your messages to differentiate your business.
2. Know your market
Knowing who you’re talking to helps you decide what to say. Your offering can help your ideal customers achieve their objectives. You must deeply understand who they are, what they value, and what they require to help them achieve their goals. Your client is trying to climb a mountain; you need to figure out what it is so you can help them get over it.
Create a detailed ideal customer profile to understand your target market. You may have some idea of what motivates your target demographic, but you must first listen to them. Finding your ideal customer and listening to their struggles has never been easier.
First, create your ideal client profile. In this activity, be specific and dig deep. Not only should you identify the customer’s larger goals and pain points, but also their age, location, and educational level.
Once you know who your target market is, you can easily find out where they like to “hang out” to gain more insight. For example, if your client is a working mother with young children, you can follow them on social media and listen to their conversations. Don’t just listen; actively engage to better understand your client’s struggles and how to speak their language.
3. Select your platform and customize
After creating your message, you can modify it to fit your communication platform. Remember, the message is the same on all platforms. If your course will help aspiring restaurateurs run five-star kitchens, take it anywhere.
You’re changing the message’s delivery on each platform. For example, you could write a blog post about the restaurant industry with a call-to-action at the end. This same information could be discussed in a longer video on YouTube, cut down for Instagram, and turned into a tweet. Once you know what to say and who to say it to, you can tailor your message to each channel.
4. Make your marketing message
Once you know who you’re talking to and what your service offers, it should be easier to craft a message that resonates with them. Your message should clearly communicate your offer to your ideal customer.
This step seems simple, but it is where many businesses fail by focusing on the “features” of the offering. Messages should instead focus on the outcome of those features. To make your message more compelling, paint a picture of where your client is now and where they will be once they use your solution.
5. Assess and adjust
Getting your message out there is only the first step. Allow your message to gain traction and track its success across platforms. After a while (and give it time), you’ll start to see what works and what doesn’t. Make small changes to your messages to measure their impact and make them more compelling to your audience.