No doubt that if you survey 100 business owners, at least 90% of them would say their biggest challenge is with marketing and more specifically creating a marketing message that converts to new clients. I understand. It is often challenging to conceptualize the entire being of your company in a message that is going to have the greatest impact on the most amount of your ideal clients while being completely authentic and congruent to who you are and want to be seen as in the market place.
To help in this area, I have broken the marketing message concept down into two distinct components – the internal and the external. The internal marketing message is what you prepare in order to get clear about who you are, the problem you solve, the solution you offer and those you’ve designated to solve problems for. It’s like watching the ropes turn in Double Dutch. Before you can jump in the rope and jump, you have to perfect your stance, time and rhythm. Trying to jump in out of beat will throw your entire attempt off and well, your turn will be over quickly. Getting the right rhythm in your marketing is essential to conveying a message that is equally compelling and action focused – meaning the reader of the message is ready to take action to go to the next level with you.
So let’s break it down:
Your Internal Message includes:
- The top of mind problem you solve – the best marketing focuses on a top of mind problem that your audience of one is actively seeking a solution to right now.
- The results you achieve for your clients – while you may think the steps are important, trust me, your prospects only care about the results.
- Your credible factors – what makes you the obvious choice to solve this problem for them. What have you been there, done that and gotten the t-shirt for?
- Your USP – USP stands for Unique Selling Propositions and in laymen’s terms, this means how do you stand out from the crowd. Hint: assume everyone offers excellent customer service…what else you got?
- Your Why Story – this is why you feel led to do what you do. See the blog about telling your story for details on this one. You want to have a Robert Frost moment; a Change moment and a Harriet Tubman moment…it will make sense when you read the full blog.
- Your Signature System– this is your own unique way of solving problems for your clients that yields results every time.
Your External Message includes:
- Your Power Statement – a one sentence description of who you help and why. Formulated with I help X do Y so that Z. This is honestly your true 30-second commercial.
- Your 30-second commercial – a longer description that includes your USP and motivators that is shared only when they ask to learn more after hearing your power statement or when you have at least 10 minutes to talk about what you do. This is way longer than 30 seconds but for the purposes of name recognition I will call it what you’d call it.
- Your tagline – a 7 to 10 word description of what you do that goes on your website and business cards. Hint: it starts with a power/action word.
- Your marketing titles/headlines – how you get people to take a second look at your “stuff”. Juicy titles make prospects salivate and trust me, you want them salivating.
- Client magnet marketing questions – these are the “lead in” questions that they should answer with a yes. The formula that works – Pain, Pain, Pain, Glimpse of Hope, Expert Lead-In.
- Your client magnetic free offer – this is the sample of your work that you offer in one of various forms so that they get to try you before they buy you. As with everything there is a method to the madness and how to choose an offer that will lead to massive results for your business. I will tell you all about it real soon.
- Your marketing materials– these are the collateral materials that you hand out or post for others to learn more about you. When your internal message is succinct, the creation of these materials is very easy.
As you can see, there’s a lot that goes into your marketing message to ensure its effectiveness in the marketplace. Over the coming days and weeks, I will break down each of these core components of your marketing message so that you can have a clear indication of what must be present to market your business in a way that keeps your client pipeline full.
For now, take the quiz. How many of them can you describe (as it pertains to your business) in 1-to-3 sentences? This would mean you’re clear, it’s clear so they will be clear enough to take action.
1 to 4 – You need help, NOW!
4 to 7 – so-so, now you’re beginning to think like a marketer
8-10 – you’re closer to making marketing magic than you think
11-14 – get excited, you’re ready to create a marketing message that is magnetic!
©2012 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, MBA, The Incredible Factor Speaker, Executive Business Coach and Marketing Mentor, is the founder of Incredible One Enterprises.com and the Leverage Your Incredible Factor System® a proven step by step program for building a 6 figure business with more clients, more income and more leverage in record time. For more information and a FREE audio download “How to Use Your Incredible Factor to Attract MORE Ideal Clients” visit https://www.incredibleoneenterprises.com
