Our message is on everything we do in the way of marketing. It’s on our website, business cards, social media posts, etc. By making all our marketing material “easy to look at” with pretty pictures and great graphics we eagerly await our target market to come and buy our product/service.
The fact is that “easy to look at” or “pretty pictures and graphics” don’t sell your products and services. What sells is the clarity of your message. Nobody will listen to you if your message isn’t clear, no matter how much you spend on your marketing material.
Marketing material has to be simple so that your target market does not have to work hard to understand your message. Once you identify your target market and have defined your value proposition, your message has to convey that you will help them not only to survive but to grow their business and become profitable.
Survival and profitable growth are, in my opinion, the two key messages that all target markets will listen to. We have to identify what our consumers want, what problem we are helping them solve and what their life and business will look like after they buy your products or services.
Your challenge is to clarify your message. Start by writing your message to your clients in one or two sentences. Now look at your message and answer the following:
Is it easy to understand?
Does it solve a problem that your target market wants solved?
Will it help them reach their vision?
Everything you do in the marketing of your business has to have this as its core. That starts with your vision, your story, your online and print marketing and any other marketing effort that you embark on.
This challenge has been presented to you, perhaps in a different format, but the message is the same. Take this challenge seriously, adopt it to your marketing and see the positive results.
Tips & Advice by Nick Petra, CFP – Founder of BizQuack and StrategicDuck
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