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I couple of years ago I finally took the time to deconstruct how great marketing messages are built. Let me be clear, this isn’t something new that I created. I basically watched a lot of infomercials.
I read a lot of books
I followed a lot of marketing experts — and the result was the compilation of a surprisingly simple outline that only had 5 questions that, if you took the time to answer them in order, you would have a solid marketing message that you could use for just about anything.
Here’s the full article including the 5 Questions (and a downloadable template) that you can use to develop your marketing message. WARNING – Give yourself a few hours and at least a couple of days to think it through, tweak and play with it until it’s exactly the way you want it.
A Quick Review of the Magical 5 Questions
Here is a quick review of the 5 questions that will help you develop your marketing message:
- Who are you talking to? Identify a specific individual as specifically as possible. For example, artists who sell on Etsy and who feel uncomfortable with accounting and bookkeeping.
- What problem are they trying to solve? Think about the specific problem this audience is trying to solve, what are they trying to achieve and what’s getting in the way. Let’s stay with our Etsy example. “eCommerce is so confusing. I’m an artist and don’t like to do accounting. I don’t know how to track, report and managing the money I make online.” Or a simpler example, opening a jar….
- What is their perceived notion of how the problem is solved? How do THEY think they are supposed to solve this problem. Typically people will come up with all different kinds of ways to solve their problem based on the know-how, resources and whatever information is out there right now. But it’s not always the BEST solution.
- How does the industry say the problem is solved? There’s how THEY think they can fix it and then there are the industry or standard ways of fixing it. Let’s take “losing weight” as an example. The industry says “eat less, exercise more”. Now think about how YOUR industry is defined. What are the standard beliefs or ways of doing things that are “understood” in your industry.
- How do YOU Believe the problem is solved? This is YOUR opportunity to layout your process, your unique belief about how to solve their problem. This is where you state your philosophy and any support for your way of solving the problem.
The first step in your process is to go through each of these five questions and write a series of bullet points under each one. Don’t over think it, just do the best you can. To get the best results, you’ll want to go through this exercise at least three times over the course of a month. I’ve had best results by creating my bullet points, doing my best to integrate them into my conversations with customers for about a week and then tweaking it as necessary based on what I’ve learned. Do this over the course of about 30 days and you’ll end up with a fairly good start to a marketing message.
How to Combine Your Bullets Into a Basic Marketing Message
The next step of the process is to combine your bullets into a basic marketing message statement. In essence, you’re going to combine the answers to those five questions into a sentence. Remember this is a sort of art — you may use all five, you may not.
[thrive_text_block color=”purple” headline=”Here are some examples from me”]Business Owners and consultants will never grow a profitable business by spending all their time and money learning and trying different sales & marketing strategies. They need to develop a sales process and focus on just 1 main strategy.
Success in sales is dependent on a robust sales process, training, a sound sales strategy, and focusing on the customer’s fears and pain. Companies and people buy emotionally and justify the purchase intellectually. [/thrive_text_block]
9 Ways to Put an Irresistible Spin on Your Marketing Message
Here are 9 ways to spin your message so that your ideal customer sees the wisdom of choosing you. You can choose to use one or as many as three in your marketing message.
- Make it Exciting – What can you say about your message that would make it sound exciting to your audience? “Losing weight doesn’t have to be difficult. Have fun shedding pounds while you dance” Make your message exciting when your product or service is perceived as difficult or elusive.
- Interesting – To make your message interesting, create contrast and controversy. Take a common belief and turn it on hits head. For example; “Make more money by doing less and focusing on what delivers results.”
- Simple – Create a simple statement that summarizes the core message in just a few words. Like, “Do Less Marketing Make More Money.”
- Newsworthy – Write a message that sounds like a news story or news announcement. For example, “Not following a sales system is costing you customers! You are working harder, spending more money and letting ideal customer slip through your fingers, because you aren’t focused on ideal customers, your?e not following a process, and you treat all customers the same.”
- Unique – Position your product or service as being truly unique. If you have a unique process or system of delivering a result – that is unique. If your product has a unique design, then feature it in your message. “Get a better night’s sleep with our unique sleep number technology that allows you and your partner to each have your own firmness setting.”
- Clients Secret weapon – This is ideal for a product or service that makes your custoers and clients look and feel superior. “While all your friends are slaving away at the gym, you’ll be eating what you love while losing weight.”
- Customer focused – Look for elements of your message that meet the needs, wants, desires and removes fears, solve pains and problems. Remind customers of their pain and problem, then state the promise of your benefit and outcome. “Being maxed out and burned out leaves you feeling stressed and overwhelmed — invest just 5 minutes a day and free up 10 hours a week.”
- BIG breakthrough – Feature your product and service as a brand new and improved breakthrough. Make a statement comparing what people had to do before and what they can do now. “You used to have to spend hours at the gym to burn the same number of calories …”
- Be the missing link to success – Take the blame away from your customers by telling them it’s not their fault because they didn’t know about your product or service or they didn’t have access to it. “The reason your sales & marketing hasn’t been successful is that you’ve been adding on more and more to the mix — what you SHOULD be doing is taking things AWAY and only doing the strategies that are generating your ideal clients.”
You might get lucky and craft a killer marketing message the first time around, but if you don’t — that’s perfectly normal. In fact, it’s more likely that you’ll do this exercise several times as you try on different words and phrases to see which resonate best with both you and your customer. In the end, you’ll find yourself with a message that inspires you and brings you more customers.