Creating a winning marketing message is hard. Most companies don’t know how. They confuse a marketing message with their mission. Or, they’ll tell you what they use for a tag line. Some companies will begin by telling you how long they’ve been in business. Your customer, when they hear any of the above, is already thinking about something else. You’ve lost them.
What is the problem you solve? Start there and you’re on the right track. Here are some ideas on how to get started.
- Who is your target market? Every business has a target market, though they sometimes don’t like to “narrow the field.” But when we select a certain group as our target market, we are more likely to be remembered. For Make It Count Marketing, our market is small business. So we start to craft our message around that concept. Keep your market narrow.
- Once you have your target market, then consider the problem you solve and how it makes them feel. They have frustrations, you have to figure out a way to create a message that will make them listen. Using Make It Count Marketing as an example, I knew that for small businesses, hiring an ad agency or marketing firm meant spending too much money, and not getting the results they needed. Thus came our name: Make It Count. If you are going to market, make it count in the way of revenue and new business.
- So now you have the target and the problem. How do you solve the problem? What do you do that makes it easy for them to see that you can take away the pain? Make It Count Marketing solves the marketing problem by proposing marketing solutions that work. Our solutions grow, as you grow. If it’s been a pain to get new customers, we take that pain away.
- Produce results. What can you say about the results you’ve produced for other clients? You have to prove to them that your solution works. Give examples of how you’ve helped other companies, and back it up with testimonials or case studies.
- Finally, explain how you are different. What value do you provide that’s different? It needs to be something that your prospects care about, but may not be expecting. The acronym to remember is WIIFM – What’s In It For Me? If you can explain that, you’re golden.
When we work with clients, it often takes some brainstorming to create an effective marketing message. Once we do, we communicate that message in everything we do – blogs, web content, social media and brochures. Need help? Give us a call at 301-467-2501.