If you don't have the "right" marketing message for your business and your intended customer, then everything else you do is compromised. If you have the right one, it will help you unlock doors to new prospects, happier clients and more profitable and successful business relationships.
I believe your marketing message is the most important aspect of your marketing. If you don't have the "right" marketing message for your business and your intended customer, then everything else you do is compromised.
If your marketing message is weak, unclear or poorly crafted, then it doesn't matter what specific marketing tactics you use...your prospects and customers won't take notice.
Your marketing message forms the core of all of your offerings. Once you have crafted the marketing message - who you are, what you stand for, what solution you offer, the benefits people get from you - then you can create any and all of your products, services and marketing from this message.
A clear marketing message also helps your customers, associates, friends, family and vendors refer your business to others. When people are happy with a company or product, they like to talk about it. But if they are confused about what you do, it makes it hard to successfully spread the word about you.
Another benefit to having a compelling and clear marketing message is that it will be easier to facilitate business relationships such as joint ventures, strategic alliances and affiliate programs. When people understand precisely what you are offering and why, then it makes it simple to decide whether or not to join forces with you.
What happens if you have a lousy marketing message?
Most problems with marketing and attracting clients can usually be boiled down in some part to your marketing message.
If your message is unclear, addresses the wrong problems and issues of your target group, uses words that don't resonate with your prospects, doesn't outline what your benefits are, offers the "wrong" solution and so on, then all your marketing and sales efforts are hampered.
For example, if people come to your website and the landing page doesn't make it obvious what problems or issues you solve for what group of people, then they will quickly click away. This means they don't get a chance to see what kinds of products and services you have that could really be of use to them - so both of you lose.
Or you send direct mail brochures that talk all about you and your company but fail to state exactly what solutions your service guarantees, then your glossy marketing materials will get instantly tossed in the recycling bin. It didn't make a connection with the person - it didn't "speak" to them specifically.
Think of your marketing message as a key. If you have the right one, it will help you unlock doors to new prospects, happier clients and more profitable and successful business relationships. If you have the wrong key or no key at all, then you'll be locked out on the step, where you'll have lots of time to ponder why your business isn't growing!
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