Bill Cosby said “I don’t know the key to success, but the key to failure is trying to please everyone.”
That is some pretty good marketing advice as well, because your marketing message can take your business to the next level and as a solo-preneur it is foolish to try and be all things to all people. If you are trying to meet the needs of a broad spectrum of clients, you may end up being so generic that you’re not meeting the specific needs of any one target group.
Alternatively, when you focus on (and thoroughly understand) a specific smaller target audience, it enables you to develop an effective marketing message that will resonate with them and bring more high quality, ideal clients to your doorstep.
Take for example a person that sells insurance.
Who needs insurance? Individuals? Employers? Small businesses? Large corporations? Well, the answer is all of them – but their needs are not the same. So, if the insurance guy focuses on one targeted group (for example self-employed individuals), he can truly understand what makes that group “tick”….and it will be totally different from what large corporations or even small business owners need. But by understanding his target audience, he is in the best possible position to develop a strong marketing message that resonates with that specific group and enables him to attract them as clients.
So What Is A Marketing Message?
Your marketing message is what you communicate to your target audience. It is the big idea and solution you want to share with the world.
The way I look at it is like this: you want your marketing message to be compelling – a way of describing your business to your ideal client that will make them respond enthusiastically; a message that will make them say: “Wow. You are exactly what I’ve been looking for all this time. How quickly can I start working with you?”
To get this type of enthusiastic response, it is critically important to have a message that positively resonates with your audience. And because people are naturally wired according to the what-is-in-it-for-me-principle, your marketing message needs to tell them that. Thus, as a minimum, your message needs to include a description of:
- Who you work with (your ideal clients / target audience);
- What particular struggles or problems they’re experiencing right now;
- How working with you will solve those problems;
Where Can I Use My Marketing Message?
Once you’re clear on all the above points, you can use it in various formats.
You can use it in:
- A written message. For example the content on your website, a sales page, the bio in an article that you’ve written, a brochure or your business card. In other words any content or marketing materials that you write and people read.
- A verbal message. This can be your 30s introduction speech when people ask you what you do for a living or your signature talk, at networking events or any other verbal communication where you speak to people about your business and what you offer.
- A visual message. That is your website look and feel, your business name, logo, tagline, the colors you use, your videos, the total image you project to the outside world.
…and it’s important that all three work in unison to send out the same message.
Why Is It So Fundamentally Important to Get My Message Right?
People are naturally wired according to the “WIIFM” way of thinking. Before they make a decision to work with you, they immediately think: “What’s In It For Me”.
Just think about it. You are bombarded with so many marketing messages every day: via email or on TV, over the radio and on billboards when they drive around. And the truth is: if those marketing messages are not directed to you specifically, your mind automatically filters out 99% and you simply ignore it! Right? You don’t take action on any of them.
But when you see something and realize: “There’s something in it for me”. That is when you suddenly stop and take notice.
It is the same for your prospects and clients. So, your marketing message must specifically addresses your target audience, so their minds can immediately pick up the wave and know there’s something in it for them.
Remember… it is your marketing message that takes your business to the next level because it can ignite your audience into action and position you as the leader in your field. The big idea of your marketing message is to join the conversation that’s already going on in the heads of your target market so that you connect effortlessly with your audience, they feel understood on the deepest level, and you are naturally perceived as the expert you are.
So go out today and create your compelling and jaw dropping marketing message and if you’d like more support on crafting a powerful and effective message that magnetizes and gets your target audience to fall in love with you, check out my Create More Marketing Momentum Program here.
To Your Success!