Your marketing message is one of the most valuable assets you can create for your business.
Even the best (and shiniest) marketing activities will fall flat without effective messaging.
So what makes your marketing message effective?
Here are 10 criteria to help you assess the effectiveness of your message.
Your message should speak directly to your ideal client. Here’s a hint… if your message speaks to “people” or even “women”, it’s not focused enough.
Your message has to address the top-of-mind challenges and goals of your ideal clients. Top-of-mind means they’re aware it’s a challenge, and it’s something they’re looking for help with.
Your message should focus on the results you help your clients achieve vs. the process you take them through. If you’re a coach, don’t talk about how great coaching is. Talk about the specific results you’ll help them achieve.
This is a biggie, and it’s what I call “marketing for smarty pants”. You might know the jargon, but it’s not clear to your ideal client, and it’s certainly not how they would talk. Your message should be simple, clear and use the language your ideal clients would use.
The impact of your message is diluted if it’s too long and detailed. Make each word of your message count and get rid of any fluff. Eliminate any repetition or unnecessary words (see what I did there?)
We know that people buy based on emotion and justify with logic. So your message has to connect with the hearts and minds of your ideal clients. This one is so key, and the way to do it is with your Core Message.
Don’t just copy someone else’s message. Find your own voice and unique way of expressing yourself.
Your message shouldn’t just say what people want to hear but speak your truth as well. It should let them know not just what you do, but what you stand for – your unique position.
Your message should inspire your ideal client to see the possibilities of what they can achieve. And it should inspire them to take action and learn more.
Your message has to ignite a spark not just in your ideal clients, but in you as well. You should be able to share your message with passion and confidence.
How did you do? Share your marketing message below for feedback.
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