Your marketing message, simply put, is the collection of words you use to describe your business to the world. Regardless of what type or size of business you run, the success of your marketing campaigns hinges largely on the quality of your marketing message.
To some business owners, their marketing message is their slogan or mission statement. To others, it’s simply a message that boasts about their awards, the number of customers they’re serving, or the number of years they’ve spent in business.
But there’s more to a compelling marketing message than all of those.
An ideal marketing message grabs the prospect’s attention by explaining to them how you can solve their problem, why they should trust you, and why your offers is better than other options they might have.
Crafting such a message is much easier than you think. You can do that by following these steps:
- Identify the problems of your target market
Chances are you’ve defined your target market even before launching your business. That’s fine. But more importantly, you need to identify the problems and pains of your target market. That’s what they call empathy.
Your marketing message will resonate with your prospects if it addresses their problems and frustrations. And it will send signals that your business truly cares about them.
- Present your solution to your market’s problem
It’s not enough to claim that you understand the frustrations of your prospects. For them to take your business seriously, you need to offer practical solutions to their problems.
So, your marketing message must tell your prospects how your business will solve their problems. In addition, it must emphasize the benefits your solution will provide them with—and the value that those benefits will add to their lives.
- Show convincing proof
People are naturally hesitant to try out new things. So, if your business or offer is new, your prospects will not automatically believe you.
However, there’s one proven trick for clearing prospects’ doubts: showing proof. That is, you must prove to them that your solution really works by presenting the results you’ve produced for other people with similar problems.
Testimonies and case studies are powerful components of an ideal marketing message because people will instantly trust your business once they know that your solution actually works.
- Explain your unique selling points
Chances are there are already many offers in the market that are similar to yours and targeted at the same prospects you’re aiming for. To prompt prospects to favour your business over the competition, you need to tell them what makes your solutions stand out from similar alternatives.
So, your marketing message must highlight your unique selling points, which must have perceived value to the prospect.
In all, your marketing message must be all about your potential customer. Don’t make the mistake of dwelling too much on what you do and for how long you’ve been in business. Instead, focus on the needs of your target market, and your marketing message will yield the desired results.
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