How to Create a Compelling Marketing Message

Most entrepreneurs struggle with communicating what they do for their clients.

When asked they simple rattle off about their process, the technology they use and worse the marketing jargon to make it sound fancy and important.

If this sounds like you then don’t worry because there’s nothing wrong with you. You just haven’t been taught how to stand out in a crowded marketplace with a clear message. Although you do want to correct this so that you don’t let any more prospective clients slip through your fingers.

Here’s the thing:

Clients don’t care! Yes you read that right. At the end of the day all that clients care about is what’s in it for them and why should they invest with you. If you have difficulty attracting clients to your business, or you spend a lot of time explaining what it is that you do, it is apparent that you don’t have a compelling marketing message.

Your marketing message is crucial to attract your ideal clients, stand out in a crowded marketplace and multiplying your income.

So how do create a compelling marketing message? That’s simple. Talk about the results that you produce for your clients.

For example if you are a communications coach these are the results or outcomes your client has achieved through your services:

1) Well behaved children

2) A promotion at work

3) A loving relationship with spouse that was once on the brink of divorce

You may have also heard the phrase “features vs. benefits”. An example of a feature is that you offer your client two coaching calls per month. An example of a benefit or a result is what it does for you. It helps you:

• Make money

• Save money

• Lose weight

• Gain muscle

• Get pregnant

• Get a promotion

These are specific outcomes that your client walks away with. Now imagine if you used this information in your marketing materials, your 30-second commercial at networking events and your signature talk.

My coach’s request:

Describe what it is that you actually do for your clients? Try not to get flowery about this and say things like “I help improve their confidence” or “I help them improve their communication skills”.

Instead turn it around and ask yourself “What does their increased confidence change or do for them?” Does it save their marriage, make or save more money, take more vacations, reduce their stress level, lose weight, get a promotion etc.

If you can’t answer what exactly you do for your clients, talk to former and current clients and ask them. Use that information, condense it to 3 results/outcomes statement and create your compelling marketing message.

Source by Amy Mody

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