Incorporate A Refined Marketing Statement Into Your Marketing Message Strategy
Unless you have a refined marketing statement within your marketing message strategy you will not know who your customers are and how to serve them.
Hi Trish Davies, here, founder of Build Your AU and TrishDaviesInternational.com. Today I am going to get very specific about your marketing message strategy. Many people get confused as to what their marketing message is for their business.
They publish content on multiple channels such as their blog, YouTube channel and social media platforms. Unfortunately, on many occasions there is a lack of uniformity to the message that is delivered.
When this happens, your customers get confused as they don’t get just how you can help them. That’s is because you are lacking clarity on critical elements that are the foundation to your marketing message strategy.
Once you have these in place then all your blog posts, YouTube videos, social posts and ads will sing from the same song sheet. Also, it will be easier for you to create this content as everything stems from one simple sentence.
Simplicity is key to everything in life. If you try to overcomplicate things then they simply don’t work effectively. That is relevant to your marketing message strategy because you must be clear and concise on what you are trying to achieve.
Therefore, I am going to help simplify the core to all the marketing content that you create for your business. What I am about to share with you is the centrepiece that you work from when you communicate with your customers.
It is called a Refined Marketing Statement which is very short but to the point.
Marketing Message Strategy – Refined Marketing Statement
Your refined marketing statement is one sentence long and contains four critical elements. Once you have clarity on each element then you will not have any trouble conveying your message. Here is the foundation to your marketing message.
“I help (market) get (desire) without (roadblock) by (method)”
I told you it was short, but it is very powerful. The four elements are in brackets so let’s look at each one in detail.
Market
This is your audience, the people who you want to serve. Unless you know this you will struggle to gain traction and momentum in your business. You will be throwing your hook out into a mass ocean in the hope that your ideal customer bites.
Unfortunately, hope is not going to build your business. You must be very specific on who your ideal customer is so that your marketing message resonates.
Desire
This is what you ideal customers wants, what they desire, their end objective. If they are overweight they want to lose weight, if they are business owners they want more sales or leads. Maybe they want to increase their sports performance or get a six pack.
I am sure that you get the point so you must look at what your customers desires are. It is all about them and what benefits they are going to receive.
Roadblock
The number 1 thing the customer thinks they must know what to do but you know they don’t to get desire. Or it is something really hard they are avoiding. For example, stop eating chocolate when they want to lose weight.
Method
The method is what the customer must do to fulfil their desire. Your product is what helps them execute the method but don’t put your product in method position
You must get the customer to believe that they can get what they desire through the method. Then you can position your product because it is aligned with the method.
As an example, personal branding is a method to create authority in a niche. Build Your AU is a product that delivers that method.
Once you make this statement you then make all your business decisions in alignment with this statement. All of your advertising and marketing revolves around these 4 core elements.
It Is time For You To Create Your Refined Marketing Statement
Based upon this formula I want you to create your own refined marketing statement. Although the statement is very short you must take your time and drill down each element.
That’s because your statement must reflect who you want to serve and what desires they have. What problems do they have and how you can solve them.
Define what obstacles and roadblocks are holding back those individuals from moving forward. Then define the method that delivers the individuals desires.
Once you have your refined marketing statement place it somewhere prominent, a place you can see it all the time. Maybe on your desk, your whiteboard, your screensaver, anywhere where you will be constantly reminded of what you are doing.
I cant emphasise enough why your marketing message is so important. It is how your customers will connect and resonate with you and it sets you apart from your competitors.
I say that because the majority of business owners don’t go through this exercise. Therefore, they have nothing in place to refer to when they are creating their content.
Having your refined marketing statement will help you attract the right people to your business. The benefits of that is that you will build a loyal customer base which will become your biggest asset.
Also, you won’t have so many support issues, refunds and returns. That’s because your products and services are aligned with the method to deliver the desire outcome.
Marketing message strategy is something that I focus on intensely within my Build Your AU training programs. I help you define your audience and what their desires are. Then I help you speak to them in a language that they understand fully so they connect with you.
To learn more about Build Your AU click on the button below and register for a video training series.
Helping you build your authenticity, authority and audience.
Trish Davies
Build Your AU
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