When you are writing your emails, you can’t simply throw some words on the page and hit send. There needs to be a real strategy behind the communications you send, otherwise you will confuse your audience. But before you can plan the content you want to send, you need to be clear on your business message.
The message you provide to your audience is a key part of your marketing. So whether you are selling ice to Eskimos, or cookies to Cookie Monster, your messaging needs to be on point. It needs to resonate with your target audience, meet their needs and align with your brand values.
What Is Your Business Message?
If you were at a networking meeting and someone asked you what the idea at the heart of your business is, would you be able to tell them? Would the concept roll off your tongue, or would you stumble over your words and struggle to articulate what you really do?
Your core message uses words to describe the heart and essence of your business. It helps prospective, present and past clients really understand the work that you do. It reflects your why, what you stand for, the difference you make for people, and the problems you solve for them.
Why Do You Need A Message?
There are hundreds of ways that you can reach people, but without the right message you will not be able to connect with the right ones.
We all know that marketing is about attracting the right kind of customers to your business. Once you nail your messaging, it works for you even when you aren’t working yourself. If you weave it throughout your marketing materials then it helps you to draw the right kind of clients to your business, and it weeds out the ones that don’t need your solution.
Once you have attracted the right kind of lead, your messaging also helps you to…
Build Trust: Before they will work with your business, or purchase your products, people need to know that they can trust you. They want to understand the solution you provide, how you work, and that you really are an expert in your field.
Set Yourself Apart: Be leaps and bounds ahead of your competitors by providing individualised, interesting messaging that resonates with your target audience. If your competitors are creating boring and safe web copy, then inject personality and truth into yours as a point of difference.
Be The Solution: Show your prospects that you truly understand their struggles and that you can offer a practical solution that works. Speak to them on a relatable level to prove you are a real live human that is helpful and approachable.
Be Memorable: Creating a compelling message is like telling a good story, and people love a good story. Not only will your story create memorability, but it will engage people and peak their curiosity. You can start to build a relationship before you have even worked together.
What Do You Need To Craft Your Message?
To create the perfect message that really resonates with your clients you need to know…
Who Your Ideal Client Is: If you don’t know who you are trying to attract, then how can you write messaging they can connect with?
The Words They Use: The best way to resonate with the right kind of audience is to use their own language. Once you have established your ideal client, then it is time to research the language they use to communicate on their issues and problems.
Your Solution: Every client has a problem that they need solving. Establish the problems that your ideal clients face and how your products or services can provide a solution.
Your Benefits: Never fall into the trap of listing the features of your offerings. Highlight the benefits instead, these are the things that will convince your prospects that they need your business.
Unique Value Proposition: You need to know what sets your business apart from the others in your industry, the reason that prospects should choose your business above all others.
How You Can Get Your Message Out
The idea of crafting the perfect message can be a bit daunting. After all, you want to get it just right. But the pressure to get it just right can be the problem. Not knowing what to say can be what stops you saying anything at all.
That’s ok, we completely understand that pressure and want to relieve it for you. You have an important message to spread and we want to help you spread it with a regular value-add newsletter, sales campaigns to prevent ‘quiet periods’ from occurring, and bespoke article content to position you as the leader in your industry.
But before you can do any of that, you need a quality list of subscribers to spread your message to. If you join my FREE 10 day challenge, I can help you build that list. 10 practical and actionable ways to build your list in 10 days. Sound good? Then sign up here for instant access to the challenge now.
If this sounds like what you need to get your business message out, then don’t hesitate to book in a free 30 minute strategy call with me and we can nail how you are going to spread your message to your list and beyond.