This is post five in the year end marketing review series to help you get ready for the new year.
If you have followed the previous posts in this series, you should know if and how your ideal client profiles have changed, what makes you different and why you delight that ideal client. Now we need to look at our core marketing message that should be woven throughout all of your marketing materials. Is your marketing message the right one for your market, aligning with your ideal client’s needs and telling them why they should do business with you loud and clear?
Your clients are being bombarded with constant noise from your competition about how they will help them eliminate a pain or solve a problem. You need to be heard through all this marketing noise with a captivating message that speaks directly to the needs of your ideal client, enabling you to connect with them.
Remember – It’s What You Do …
Your core message:
- Is a short description of your business that catches your ideal client’s attention;
- Tells them how you can help solve their problem;
- Conveys what value you bring to the relationship, what makes you different and the benefit they will experience by working with you;
- Explains why they should trust you and should do business with you rather than your competition.
… Not How Do You Do It!
Just remember that your ideal clients do not care what you do or how you do it. They only care about what you can do for them and the benefits they will get by investing their money with you. They are looking for solutions such as:
- Solve a problem they are currently experiencing.
- Improve a process that is not working for them.
- Increase sales or cut costs, ultimately leading to a better bottom line.
- Find new clients or open new markets, thereby increasing revenue.
- Eliminate tasks they don’t want or don’t know how to do.
Note that all the solutions involve saving money, making more money, saving time, stop wasting time or helping them feel better about themselves. It’s not about the nifty new feature you offer or how you do something. It’s what can you do for me (or WII-FM – what’s in it for me?).
Focus your Message and Grow Your Business
Speak to your ideal client with a clear message that explains how you solve their problem. Focus on educating and informing them about the benefits of working with you rather than selling and create an image in their minds of life after they engage with you. Once you get their attention, they will listen to what you have to say. The more you understand the needs of your market, the better you can speak to them in a compelling and believable fashion.
Remember your message is the foundation of all of your marketing materials. Delivering a consistent message across all of your communication tools will help you capture the attention of those you want to do business with and help you grow your business.
How can you strengthen your message to attract your ideal client?
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