Your marketing message describes the core of your business and your clients. It’s essential that it accurately reflect your offering so that new and future prospects and customers know exactly what you offer and how it can help them.
The whole idea of a great marketing message is that it helps prospective and current clients, vendors and partners understand quickly and easily how you can help them. So you’ll want to use it in all of your promotional, sales and marketing materials and activities.
Your marketing message serves as your message blueprint and will be where you go every time you need to write marketing copy. By referring to your marketing message whenever you create marketing you’ll ensure your marketing communications are always on target and consistent.
You can take the elements of your marketing message and put it into different forms to suit different marketing purposes and situations.
Below are many of the ways you can use your marketing message (or components of it):
* elevator speech (what you say when someone asks you what you do)
* headline on your webpage
* headline for a sales page or ad or flyer
* your voicemail message
* author resource box on articles and podcasts
* tagline for letterhead
* email signature
* title for an article
* title for a seminar or workshop
* use in creation of a logo
* content for an email campaign
* include in your bio for talks, books, website, teleseminars
* create a product, service or program
* website copy
* business card
* create a business name
Schedule an hour every week for the next while and use this time to look at all of your current marketing communications – your website, brochures, ads, emails, direct mail, business cards, sales literature etc. Choose one to look at each week during this hour and rewrite or tweak it to ensure that it accurately reflects what you want it to.
Remember that your marketing message needs to grab your prospect’s attention, show them how you can solve their problem, why they should trust you and why it’s in their best interest to do business with you.
Your business, you, your products and services, your target market – are all in flux and will change and grow and develop over the course of being in business. As a result, your marketing communications will change too – as will your core marketing message.
Take the time to ensure that all your marketing communications say exactly what you want them to say and accurately reflect you and your company. Then start reaping the rewards of a fulfilling, lucrative and successful business, providing a valuable and needed service!
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