The message you craft for your business becomes part of your business identity. It will differ from someone else's business message. Even though you may be trying to reach the same customers, you, more than likely offer or do something that your competitors don’t. Therefore you craft your message based on the unique things you do to make your business different.
For example, you own a daycare, so what can you say about your daycare that your competitors can’t say? At your daycare you offer similar times, cater to the same age groups, have licensed staff, but you offer something that the other daycares don’t, which is organized exercise groups. Based on this, you will want your message to focus on the health benefit children will receive at your daycare. That is what will make you stand out and get customers to your door. Understanding what makes your business stand out from the rest is the first step in crafting your message because you are sending the message that you’re the same which makes customers feel comfortable yet you are different enough to entice them to take a look at what you have to offer.
Here are 6 things to think about when crafting your marketing message, who, what, when, where, why and how. Every message should have these components.
Who – who are you trying to reach.
What – what are you trying to sell.
When – when can customers get what you are providing?
Where – where can a customer find you?
Why – why should the customer spend their money with you?
How – how can they get what you have to sell?
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This is just a sample message but it should give you an idea. Your message must capture the attention of your audience. Next you should identify what you have to offer and describe the product or service. Then talk about the benefit and end with the action you want them to take but don’t forget your slogan. If you don’t have a slogan or motto, you need to create one. The slogan is that last piece of the message that customers will remember when the special or event is long past. You should include your slogan on every message you craft.
How you put your message together and the order of the components may vary but try to include each component if possible.
Stay true to your message and it will speak for you.
In my next post, I’ll talk about how to create a slogan for your business.
She is mad and she is not going to take it anymore! The Mad Lady Marketing Blog is just her way to drive home the importance of marketing in business. With over 15 years of experience in marketing, graphic design and communications, this marketing expert is mad (crazy) about marketing and mad (angry) at small businesses that don't understand or utilize marketing to promote their business.
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