Most small businesses are confused about their marketing message.  Some think that a slogan will suffice, some think that an ad about how great their company is will do, or that saying how long they have been in business will work.

How about those companies that think it’s their mission statement and vision statement that is their marketing message.

It’s none of those.

Whenever I consult with a company, I ask them, “What is your marketing message,” and the above are most of the answers I receive.

However, your marketing message is what will grab your prospects’ attention.   It tells your prospects why they should trust you, why they should choose to do business with you rather than your competitors, and says how you can solve their problem.

That’s it in a nutshell.

It should “speak” to your prospect.  This is done by appealing to your prospect’s hot buttons and whatever will trigger an emotional reaction. You must research and find those hot buttons.

Here are three things you should do and explore when putting together your Marketing Message:

1. Identify the problems that your target market is having.  You must ask yourself the following question: “What problems are the members of my target market having and how do those problems make them feel?” Each target market, individually, has its own frustrations and pains. The secret to putting together a message that will make members of your market sit up and listen is to identify the problem and the pain they feel as a result of that problem. They don’t care about your company, or how great you are, or how long you’ve been in business.  Identifying their pain and suffering tells them that you understand and empathize with them.  Let them know that you care.

2. Present them with your solution to their problem.  Ask yourself the question.  “What is the solution that I have to offer my prospect?”  Present your solution as a “cure” for all of the pain and suffering they are going through as a result of this problem.  Put yourself in the situation of your customer.  Would you make a decision on purchasing something unless you feel an excruciating pain?  Now is the time to identify all the benefits of your solution.  Identify how those benefits will improve their lives and how great they will feel when you take that pain and anguish away.

3. Explain what makes you different from your competitors.  To start, ask your present customers the following question, “Why do you deal with me rather than with (your competitor’s name).

Once you know how you are different from your competitors, you need to communicate your differences.  Those differences need to have a perceived value in the mind of your prospect, so help them along in your message.  It needs to be something they care about.

Remember what I always say to myself when I do any shopping.  What’s in it for me?

Again, all of this starts with knowing the wants, problems, needs, and fears of your target market.  It ends with you putting together a message that speaks to those problems in a very compelling and believable way. 

Do the above 3 things and you will create an irresistible message that makes your prospect want to know more.

Technorati Tags: market fears, market message, market needs, market wants, marketing message, marketing messaging, target market

As I travel, I have an opportunity to read many ads in many magazines and newspapers.  What disturbs me is that 99% of them are downright dull and I often yawn when reading them.

As the saying goes, “How you say something is just as important as what you say.” An ad should be similar to a face-to-face sales pitch.

A great ad will have, not only the offer itself, but the language, the tone, and the “voice” of the offer.

The problem is that most sales messages get so engrossed in describing the company, its products, and product features that they fail to appeal to the reader.

It’s understandable.  People in business are often so tied to their businesses or products that they get tunnel vision and fail to look at their copy from their reader’s perspective.

It’s understandable, but inexcusable.

My advice is to be more experiential in your ads, as if the reader is experiencing what you are telling them.  Let them feel or imagine how it feels.  Make it “benefit-rich”.  Most importantly, appeal to the reader’s ego when describing those benefits.

People always buy for, or are influenced by, personal desires, selfish reasons and self-interested motives.  And guess what?  It’s been that way for thousands of years, and nothing’s changed.

People are people.  They always buy on emotion and they always will.

Our job as entrepreneurs is to express our offers in terms that trigger the prospects emotions, press their hot buttons, tug at their heartstrings, and push them into taking action. 

To do otherwise with your offers is the biggest mistake you can make.

Technorati Tags: ad writing, magazine ads, newspaper ads, sales offer

Most business owners know the demographic information about their customers, but this in only half of the battle.  To me, the most important item is to determine how your customer typically learns about your product or service and what motivates them to buy.

Once you have identified who your likely prospects are, you must then ask them what motivates them to buy the type of product or service that you offer.  This is really knowing what your customer expects.

Here are some things to ask about:

1. Do they ask friends for referrals?
2. Do product reviews influence their decisions?
3. Do they look for discount coupons before they purchase?
4. Do they look for a Brand Name?
5. Do they buy as a result of getting an ad in the mail?
6. Do paid ads influence their buying decision?
7. If so, where would they expect to find an ad for this type of product or service?  In a paper, weekly shopper, magazine or Yellow Pages?
8. Do they buy this product from a catalog?
9. Do they need to see a demo before buying?
10. Do they respond to telephone solicitations?
11. Do they look for a convenient location to buy the product or service?
12. Do they listen for ads about the product on radio or TV?
13. Are there specific features that they look for whenever they buy the product or service?
14. What else influence them to buy the product or service?

When you have gathered the answers to some of these questions, you can now use them to help you determine where and how you should advertise. 

Let me hear your thoughts about this idea or if you can add to this list.

Technorati Tags: Advertising