You’ve likely to have come across marketers and business experts talking about the importance of having a core marketing message. If you’re unsure as to what a ‘core marketing message’ means or you need a quick reminder then here’s a simple definition:
A core marketing message tells your ideal client instantly what you do, why you’re different and what’s in it for them.
This isn’t a new concept, but it’s one that is is often overlooked. It can be too easy for business owners to be distracted by the latest noise and bright shiny objects, as well as taking care of the day to day running of a business.
However having a core marketing message is central to the success of your overall marketing strategy and can’t be ignored.
Knowing how and why your business is different can equally be tricky to identify. However it’s worth putting in the time to understand what makes you different. Otherwise potential clients will resort to measuring and comparing your services on price alone. This is something you want to avoid.
Many small businesses like to think they’re unique, but often there are many others just like them. When a potential client is researching your market place and stumbles across your website or blog post, how can you differentiate your business from your competitors?
Here are a few ideas to help you:
1/ Research a handful of your top competitors to discover how different/indifferent they are – what can you take away from this? Can you position your marketing message differently to theirs?
2/ Look at your client testimonials and pick out threads of what your key strengths are.
3/ Speak to 3-5 of your best clients and ask them why they decided to work with you? What does your business do better than others?
Now pull together the key words and themes from your research to develop your own core marketing message.
When you’ve completed your message you’ll want to ensure that it consistently show ups in your marketing such as in your social media, website, elevator pitch (for networking), business cards, printed materials and in any other marketing communications.
Do you have a core marketing message? If yes then I’d love for you to share it in the comments below.
Here’s to your success!