Mar 12 2010
What is Your Core Marketing Message?
I gave a presentation this week to 25 entrepreneurs and began by asking them this question, “How many of you know what your core marketing message is?” I was a bit shocked to see not one hand go up. Two people raised their hands half-way, which meant they sort of knew but not confidently.
I assumed that most people would know, as many had been in business for years!
People giggled because they’d been caught with their pants down (so to speak). In fact, Most of them were quite busy doing marketing activities, and likely not getting the results that equaled the time they were spending. Does that sound familiar?
Once you know your core marketing message, not only will your marketing activities become more productive but you may also discover new strategies that will be even more effective than what you are doing now.
What is a core marketing message? It is a clearly focused statement that specifically states what your business is about. It is not a mission statement. As a mission statement is usually much more general.
This is very specific and it is the message you use over and over to communicate to your potential customers. Most new business owners are afraid to do this because they are worried that “other” people won’t hire them if they get too specific. Anyone who understands how marketing works, will know that it is actually the opposite. A strong message clearly answers these following questions.
1. Who are you selling to? It needs to be very specific and narrowed down.
example: An athlete with a painful injury.
2. What is their emotionally compelling problem?
example: Chronic pain, feeling hopeless and frustrated.
3. What is their need?
example: To feel better, pain-free, to be able to move again.
4.What is your expertise?
example: Providing body work to help injured athletes heal and reduce pain.
5. What are the benefits your customers will receive?
example” Pain relief, support, movement, hope
If you can accurately answer these questions you are on the road to defining your core marketing message. If you have trouble defining this, get help!
Thank you Kaya for focusing my attention on this. I’ve been struggling lately with marketing my graphic design business. I am aware of all the tools available and over time have gotten overwhelmed. I’m in analysis paralysis, and this article has made me realize I need to revisit my core marketing message (at least I “thought” I had one) and retool it. Thank you for the ray of light you shed on the situation.
-Ian
Ian
Thanks for sharing. You are not alone. Many people put all their focus on their products and forget that the focus needs to be on your clients and their needs, problems etc. Also-many small businesses who are struggling tend to want business from anyone so they are afraid to market to a specific group. It actually works the opposite.
I am going to be soon offering a 3 hour workshop to work on your core marketing message. Watch for the info. on Facebook. It will be low cost and might help you to get re-aligned!