Develop Your Marketing Message
Marketing is a very simple concept to understand. Marketing consists of two things:
1. A message that you want to share with your target market about your product and/or service.
2. The mechanism you will use to share your message with your target market.
Your Message Your message must clear, concise and consistent. Your message must stand out in the mind of your target market. Your message must contain a Unique Selling Proposition (USP). Your USP is:
Whatever is different and unique about your product and service that will stand out in your target market’s minds.
Even if you are selling a direct sale product like coffee, cosmetics, or travel services, you must find a way to set yourself apart from other people who are selling the same product or service. By the way, for those of you who are direct selling, you should seriously consider starting a blog to set yourself apart because most companies offer you a standard website that’s identical to others selling the same product. If there are a thousand people in your area or on the internet selling jewelry, event planning or job placement services, what makes your product or service unique and different?
Do these 3 things to develop your message:
1. Do a Google search on others who sell what you sell. Note the words, ideas and images they use to convey their message. What can you do differently?
2. Develop a 30-second elevator pitch so that when people ask what you do, you can tell them in 30 seconds. Tell them how what you do to help your target market. Here’s my 30-second elevator pitch : “I help high-achieving women set and achieve life and business goals.” Find an angle that no one else is using. Once you develop your pitch, allow it to guide all of your marketing.
3. Structure your message around how your product or service benefits your customer. You absolutely must specialize. If you sell jewelry, consider offering one-of-a-kind jewelry. If you are a life or business coach, specialize in a specific area of life or business you help people with.
Once you've completed these 3 steps, develop a tagline to accompany the name of your business or to accompany your logo. Think Burger King – “Have it Your Way” and Wal-Mart – “Save Money. Live Better.”
Finally, be consistent. Wherever your business is displayed or presented, stick to the tagline and stick to your elevator pitch. That’s your story and you are sticking with it.