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Learn How to Develop Your Core Marketing Message
Step 7 in this series took a deep dive into crafting an ideal client persona. Equipped with that intel along with everything else you’ve learned in steps 1–7, it’s now time to focus on the epicenter of your content — your core marketing message.
Communicating your core difference continually is what your ideal customer wants to see.
Your core marketing message is really a framework for your content — blogging, podcasting, video, or whatever you decide to do.
There are certain components that will ensure that your core message is the best and most engaging story for your business.
This is NOT about weaving a compelling narrative.
It’s about showing clearly that you’re the wise sage your ideal customer is looking for to help them fix their pain.
Answering some basic questions is how you craft this core…
Follow these steps to help you develop your core marketing message…
Focusing on the buyer’s needs first, is the most important thing you can do when marketing your business.
Most businesses focus on trite messaging like “our product is best” or “great service.”
Tired, pedestrian messaging everyone expects anyway.
And sorry, but buyers really don’t care about your mission, company history, or community involvement.
Your ideal customer has a problem.
You need to clearly guide them through a buyer’s journey — to show them how to fix their issue and achieve their goal.
Interviewing customers is incredibly valuable here.
Interviews bring insight — an understanding of their buyer’s journey. And the more people you talk to, the more you’ll learn about your own business, including critical elements they expect but are missing in your marketing.
Ask questions like…
Always focus on your buyer — what they need, what they expect, and how you can help them every step of the way.
a. Show them that you REALLY understand their problem…
First, you’ll need to craft content that helps them really understand their problem. (It’s not always what they think it is.)
Your job is to show them what those real issues are, how to refocus on what matters most, and just get it done.
b. And that you’re the one to help them solve it…
Then displaying why you’re the teacher who will take them where they need to go by providing the know-how, tools, and strategies they need.
c. Show them what success looks like (your solution)…
Your marketing should inspiring and engaging to show them what success looks like.
How they could change their life and their business by implementing your solution.
Play coach and challenge them to succeed.
d. And what failure looks like…
Reveal the true cost of NOT acting.
Learning what might happen if they don’t act or what they might lose is often the key motivator for most business owners.
e. And what to do next…
These people know what they need but they don’t really understand the price of not acting, where your solution can take them, and most importantly, what to do next.
This one seems so obvious but many businesses fail to incorporate a clear call-to-action.
Your core marketing message is critical. You need to clearly convey what you do, how you’ll help your customer, and communicate what they should do next (contact you!).
You need to outshine the competition to do this effectively.
Think about the digital landscape and how insanely hard it is to not only get someone to your website but to get them to stick around for more than five seconds.
Attention is hard to get, but with this continual barrage, most marketing simply blends in or gets lost in the ether.
Start by taking a close look at your own website
Go back to what you uncovered in step 2 above.
Does your current website convey a focused message? Is the “above the fold” copy on your home page clearly showing…
1. Exactly what you do?
2. How you’ll fix your customer’s pain?
3. And making it clear how they can get started?
With every customer, this crucial home page message is always a first step in the process.
After that, take a close look at the competition
Take a look at your three biggest competitors and see what they are doing.
Search for other businesses similar to yours, and find the ones with the best messaging.
Review your site, the competition, and study the best.
Pull what you like, go back and refine your brand message. (And remember to always, always focus on your ideal customer.)
Now let’s go over what you’ve done so far…
In step 1 you created your unique business vision.
In step 2 you defined your ideal customer.
In step 3 you wrote a positioning statement.
In step 4 you learned how important effective copy is.
In step 5 you started on your visual elements.
In step 6 you learned how incredibly important it is to convince both your customers and the search engines that your brand is the best solution. And how to implement at 7-step Modern SEO Strategy.
And step 7 took an even deeper dive into your ideal customer.
If you haven’t read any of the posts above, go back through them, then come back to this post. Later in this series, we’ll get into the nitty-gritty of producing an ongoing stream of content.
1. Your customer is the hero. (They are the focus of your marketing message.)
2. You are the teacher. (Your job is to guide them.)
3. Rise above the noise through clarity.
Your core marketing message is basically an effective business narrative built to make it easy for people to find you, get to know, like and trust you, and then buy from you.
Time to get moving!
About Craig McBreen
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