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Figuring out your marketing message

By Jody Gabourie

Republish: EasyPublish™
Published: 03Apr2009
Word count: 526
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Your marketing message is the central message in everything you do and say about your business, products and services.

Your marketing message is made up of 4 different components:

1. a description of the target market/niche group you are marketing to

2. the main problem or issue they need help with

3. what solutions and benefits you can offer to your target group

4. what is unique about you, your company, and your products or services - your USP (Unique Selling Proposition)

Once you've got this information you are ready to create your marketing message.

There are a few things to keep in mind while you write (and re-write!) your marketing message, that will help you make it as powerful as possible.

Your message needs to be:

* simple to understand

* clear and concise

* easy to remember

You don't need to have a catchy slogan or a "cute" phrase. It just needs to strike a chord with your market - which it will because you'll have identified everything that's important to them.

Take a look at what you've written down under each of the four components and brainstorm a number of sentences that encompass all four components. Don't worry about the wording yet- focus on the meaning of what you're saying.

Usually the first thing you'll come up with ends up being pretty long in length and too wordy. The core idea is there but you'll probably need to tighten it up. Remember you're trying to be as clear and succinct as possible - so that it is easy to remember and repeat.

So start paring it down to the essentials: who you work with, their problem, your main solution and benefits, and anything that's unique about how you do it.

Just a note, some marketing messages do not clearly state what their USP is. Sometimes it's inherent in the words that are used: sass, savvy, dynamic, innovative. Don't worry if you can't easily fit your USP into your marketing message - you'll use that information in lots of different ways in your marketing communications.

Write down several different sentences and then come back to them in a day or so. Say it out loud a few times and practice it with family and friends. Once you feel you've got a marketing message that feels comfortable and right to you, start testing it out with prospects, clients and other business people (peers, vendors, strategic partners).

You'll know if your marketing message really does communicate your core message, by people's reactions. If most of the people say, "that's interesting, more companies/people need that," or "you ought to talk to our (fill in the blank)," then there's a very good chance you have a winner.

If, on the other hand, everyone says, "what do you mean," or "why would someone need that?" then you may be off track. Don't be disheartened - most people work and re-work their marketing message several times. Hey, I'm not totally satisfied with mine yet either!

Now that you feel you've settled on a marketing message that you feel captures the essence of your business and your offerings, you'll want to use it everywhere you possibly can!

Jody Gabourie, The Small Business Marketing Coach, teaches small business owners and entrepreneurs how to take action with their marketing in order to get more results and more profits. To learn all about her unique "done-for-you" ebooks called Ready Made Marketing Plans™ and to sign up for her FREE special report, ezine and articles, visit her site at http://www.JodyGabourieMarketingCoach.com

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