Crafting the best marketing message for your business or new invention isn’t hard work, but it does require you to take a hard look at your business. That look needs to address three key elements to the marketing message. Nail these and you’re well on your way to delivering a top shelf offer to prospective customers.
Clearly state your benefit – Leave the jargon out of your marketing message if at all possible. You’re likely to lose many prospects if there is too much techno-speak in your offer, pitch or value proposition. Tell the prospect how your product or service is going to make their life better, their job easier or their company more efficient.
The worst thing that can happen is your offer isn’t understood by your prospect. There are several strategies to deal with this challenge: test your offer with people that aren’t too familiar with your product or service. Or you could apply the “What’s in it for me?” question. Pretend you’re the prospect and ask yourself this question. Some of the best marketing companies in the world have developed that into a science!
Point out how you’re different – Identify what is unique about your product or service. Why should I switch from my current buying patterns and sources to you? What will I get from you that I can’t get anywhere else? If you can’t answer these questions about your business, it may be time for you to get to work on this.
Offer proof – Your prospective customers doesn’t know you or your company so why should they believe you can deliver on your claim? They’re shouldering all of the risk. It’s your job as a marketer to address that risk by offering a solid proof statement. Try one of several strategies for offering proof to prospects that aren’t familiar with you or your product – testimonials, data or research, before / after pictures and guarantees are among the most popular.
Entrepreneurs as well as established companies have a tough time with these three elements from time to time. You may find that you go through several iterations of your marketing message before you zero in on the right one for your business or new product. Hang in there...you'll be glad you did!