Your Marketing Message
Being able to touch your customer with your message is a top marketing priority. If people can’t hear what you have to say or see what you have to show them, there is no reason for them to buy from you. So what exactly is the marketing message you want to tell them? It’s quite simple: You have to let them know that (1) you know their needs, (2) you can meet their needs, and (3) you offer the best option available in the market.
Of course, this is easier said than done. Delivering the right marketing message is a challenge. One of the most common mistakes marketers make is outlining the product features and telling customers that their product is the best. Everyone seems to be the “best” these days. And no consumer likes to hear it being repeated again and again. So if being the “best” isn’t the answer, what is?
The marketing message can mean the difference between success and failure. It should be a combination of the following:
Grab their attention
Tell them exactly how you can solve their problems
Convince them to trust you
Indicate how you are different from the competition
Show them why they should choose you
The simple guidelines above can help you tap into the power of marketing messages. It will not only let people hear about you, they will feel you as well.
Identify the target market
Every small business needs to have a niche. And no, your “niche” should be everyone. Ask yourself, “What kind of buying behavior does my niche market have?” and “What message will make them tick?” You should know your niche intimately.
Identify their needs
Now that you know your customer, determine their problems. Everyone has a problem; it can be physical, mental, or emotional. Everyone suffers even though they may not be aware of it. Once the market knows you care, your business has a better chance of turning them into paying customers.
Offer a solution
You know who your customers should be. You know their problem. Now, it is time to offer them a solution. Let the customers acutely feel their problem – that way, they will want to ease the hurt.
Outlining your product benefits is crucial at this stage. You need to convince the customers that you have what they need. The benefits will establish that you can ease their distress and help them satisfy their needs.
Show them the Evidence
People are social creatures. No one wants to be the single person in line nor do they want to be first in trying a new product or service. People are more likely to purchase if they know that someone ahead of them has tried the product and had good experiences with it.
Present evidences that your product works. This can come in the form of case studies, statistics, and testimonials.
Stand Out
Competition is part of doing business, deal with it and stand out. Show the consumers why and how your business is different by having a solid marketing message.
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