Building your marketing message in five simple steps is as easy as it sounds. With just a few minutes on this easy-to-understand read, I am confident you will reach the same conclusion.
Step 1 – Know your product/service
This step is about understanding the product or services that you offer and using that expertise to build your marketing message. You have invested time, money, and a lot of sweat equity to get where you are right now. All of this because you believe your product will make a difference to your customers. Gather this knowledge into bit size portions for your customers and move to step 2.
Step 2 – Know your audience
You have a product/service that was designed with certain customers in mind. Who are those customers? Break down your market into easily identifiable segments. Now communicate with those segments using everyday language often used by them. Avoid using language that is “in-style” today, but that will be vintage by this time next year. Example: The saying, that is totally rad, dude” was popular in the 80s and 90s, but unless your customers still talk this way you should not include this type of fad language in your marketing message.
Step 3 – Know your solution
You and I agree that you created your product/service with specific customers in mind, and that you know your product and you know your customers. Now talk to your customers about the problem they have that is solved by your product. If you really know your audience, then your customers will read your marketing message and say, “yes, that happens to me all the time” or “yes, I’ve been in that situation before”. Your customers should be able to immediately identify with the issue you have presented, and if you are speaking in plain language then they are now ready to hear your “unique” solution for their problem. They need to know that you have the best answer for their problem, and that you are willing to take care of them.
Step 4 – Show them you care
There is an adage that states “Nobody cares how much you know, until they know how much you care”.
You could have the cure for the common cold, but if your customers don’t think you care about them then they will not remain your customers. You don’t believe me? Think of any business with a useful product/service that you stopped patronizing. Why did you stop doing business with that company? There may be several reasons, but most of those reasons fall into one main category: they do not care about you.
Your actual reason may have been poor customer service, failure to honor a valid warranty, refusal to grant a refund or exchange… The list can go on and on, but all these reasons tell you the consumer that this business does not care about your time, your patronage, or your concerns. Therefore, they do not care about you. That is why you stopped doing business with them. Do not skip step 4. Those that do learn the hard way.
Step 5 – Show them your results (warranties, guarantees).
In this step you move from what you believe to what you can show them. This is your opportunity to showcase how your product/service meets or exceeds the customer’s needs. You started a business, product line or a service based on what you believe and what you can show the customer. Your marketing message needs to paint a vivid picture of your customer enjoying the benefit of having your product/service solving their problem.
How the 5 steps build your marketing message
Step 1 – Know your product/service. My product/service is marketing consulting. I have knowledge and experience that will help hardworking business owners and professionals grow their business like cleaning service.
Step 2 – Know your audience. I started my business to help entrepreneurs, small and medium sized companies and non-profit organizations grow their customer-base through effective, measurable marketing. My audience is made up of highly-skilled, innovative people that are experts in their field, who want to grow their business, but they are not sure how to make it happen.
Step 3 – Know your solution. My solution is to help businesses grow by first identifying the low-hanging fruit that will give immediate and lasting results. Too many hardworking professionals are losing countless hours trying to figure out how to get Google to rank them better, or how to make their website more functional, or just how to get more traffic to their social media platforms. My team and I understand how to improve your ranking position on all search engines, especially Google. We have the skills to drive traffic to your Facebook page, and your other social media platforms as well. We can even handle updates to your website and customize it to better fit your business needs.
Step 4 – Show them you care. As an entrepreneur and small business owner myself, I know the excitement and fear you feel from starting your own business. I bet you chose to be hands on during the creation of your company, instead of paying others (lawyers, accountants, marketers) to do it for you. I understand, because I handled as much of the details of creating my company as I could. Recognizing that there are some legal filings, federal, state, and local registrations that are best handled by pros. I made the decision to bring on those pros, so I did not lose time running my business or building my brand.
All entrepreneurs and business leaders must make this same tough call. Do you continue handling everything related to the formation of your business and leave the day-to-day operations to others? Or, do you handle the day-to-day operation and hire pros to handle the behind the scenes aspect of the business.
In this and many other scenarios your time is and always will be your greatest commodity and contribution to your business. Do you have too much on your plate? I am here to take some things off your plate, so you can spend more time doing what you love to do. That is the reason you started your business.
Step 5 – Show them your results. My team and I have an average of 10 years marketing experience, and over 80 years combined experience. We have completed 300 projects, built over 200 websites, and provided services that benefitted hundreds of people working in different industries from all levels of society.
A recent client owns and operates a medium sized plumbing company that was not growing. He had just enough customers to keep his head above water, but not enough to give his employees a raise that they deserved and desperately needed. As a result, he started having high employee turnover. This negatively impacted his ability to complete jobs in a timely manner, which effected whether customers recommended his company or not. Long story short, we met with the owner and created a complete four step marketing plan designed specifically for his business.
Here are just a few things we did that turned this customers business around:
We communicated with existing customers about their experiences (feedback was given to the owner and leaders at the shop)
Attracted potential customers through on-time gurantees, discounted services, and price matching programs
We created a website that allowed real-time feedback and testimonies from customers about their most recent service call
Allowed customers to schedule future appointments on the website
Customers could earn extra dollars for referring a friend
The owner was able to stabilize his workforce, grow his customer base, and increase annual revenue by $120,000. Helping business owners grow their business is what we do.
Here is my actual marketing message
“Masters Marketing & Management Solutions is a full-service, digital marketing firm. We believe in listening to your goals and concerns first. Then we partner with you to develop solutions that will help you reach your goals while removing your concerns. We handle the marketing process from start to finish so you have one less thing to worry about. The services we provide give you the most valuable thing you can have: time; and we give your business the most valuable thing it can have: YOU.”
Timothy Clemons has over 20 years experience in business growth and leadership with 15 of those years spent in Fortune 500 companies. Tim understands that business owners and operators with the right tools feel empowered to be successful. His goal is to help owners and leaders increase their customer base and sales potential, by providing them with products and services that give them opportunities to be successful. Tim and his wife, Terri, have 3 children.