Having a winning marketing message in business is so important. The problem is, most small businesses aren’t clear, or are confused, about their message. Your marketing message is what grabs your consumer’s attention. So, are you doing it right?
Making Your Marketing Message Pop
Target the right market or niche. If you don’t have a target audience, chances are you don’t know who you are connecting with. Determine what you are selling and who whom. Every successful business has a target market, you just need to determine what yours is.
Determine what your consumers want. This comes down to the age-old question of, “What’s in it for me?” If your customers don’t know how your product or service benefits them then there is no incentive to keep coming back. Show them that what you do is better than anyone else.
Develop a crystal clear message. Graphics and gimmicks can grab attention, but they by themselves are not a sound marketing strategy. Advertising expert David Ogilvy once said, “I do not regard advertising as an entertainment or an art form but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.”
How are you different? Many niches can be crowded markets, so you have to capitalize on what makes you different. You must not only determine your differences, but also communicate it to your consumers in a way that they care about.
Be consistent. Once you’ve come up with your message, be sure to use it consistently. Everyone at your business needs to be on the same page and able to communicate the message effectively. The more your customers (or potential customers) hear it, the more it will stick.
Developing a strong marketing message that pops requires knowing the wants, fears, problems, and needs of your target market and crafting a message that speaks to those problems effectively.