Lost for words?
Of course you know your business. How it ticks, who your customers are, and what value you bring. But you may find it difficult to distill what you business offers in a short, to the point message that can be delivered at the drop of a hat.
Below is a simple exercise to run through that will help articulate your Marketing Message.
Step 1 What’s broken?
Think about your audience. What is the problem they are faced with that you will solve?
Write out a few sentences explaining the problem.
Step 2 Why hasn’t it been fixed?
What are the reasons the problem persists? Why have they not solved the problem?
Write a few sentences explaining why current approaches or offerings have not fixed the problem.
Step 3 How will you fix it?
Visualize how the outcome will look once the problem is solved. How will you solve the problem? This is your approach and unique process.
Write out a few sentences painting a picture of how you will fix the problem and how this things will be afterwards.
Step 4 What will be different?
This is where you get to show off how your product or service is different to others trying to solve the problem. What makes your business unique? Why is your approach different? This your Unique Selling Proposition (USP).
Write out a few sentences explaining your Unique Selling Proposition. Itemize them if you can.
Step 5 What should they do now?
Now that potential customer understands what the problem, your approach and why you are different what should they do about it? This is the call to action.
Explain clearly in a sentence or two what the next steps are to get started.
Packaging it all up: Your Marketing Message
Now take all your notes and distill it down into your message. Use the 25-50-100 rule. Start with writing a 100 word or less description of your business that captures your message with some detail. Then create another version that distill down to 50 and finally to 25.
This message is a powerful tool you can use on your web site, in press releases, pitches for funding, networking events, and much more. Just having a message sets you apart because you clearly know your business and can confidently describe it at a moments notice.