Create a Clear and Consistent Message

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By Allison Turner Business, Marketing & Sales Consultant Your marketing message whether on your website, in a brochure or on your social media is just as important as your company brand. Many people associate brand recognition with your logo or some other image that is actively identifiable when associated with your company. But part of brand recognition is your marketing message. Is your message clear? Does it speak to your target audience? Is it consistent across all platforms? These are just a few questions to ask when creating a solid marketing message. Below are 8 Tips to create a great marketing message. 1) Know your target market: In order to create a cohesive brand and message, you must be clear on not only the demographics but psychographics and behaviors of your target market. Your message is written for your potential client. 2) Know what keywords people are using: Keywords are the words people are using when looking for your product or service on the Internet. When writing your copy for any Internet platform, you want to answer the questions that people are asking by using the appropriate keywords. 3) Address the pain points and the solutions: While it is important to know the pain points of your audience, it is equally important to present solutions. In sales, people either purchase a product or service because you are tapping into their pain or creating a solution. All marketing language must be written in that way. 4) What’s in it for me?: Potential purchasers of your product or service want to know, what’s in it for me. Too often, I see the message addressing the positives of the product or service but it does not directly address the question, “What’s in it for me” which is ultimately what your potential client wants to know. 5) Differentiate: Many companies offer similar products or services so you must differentiate your company in a crowded marketplace. What will your potential client experience that is different than their competitors? 6) Write with clarity: Not only must your message address the points above, but it needs to be really clear so that anyone reading it understands and gets exactly what you are saying. If you, the business owner, decides to write the copy for yourself, I strongly recommend that you have an editor or someone with marketing experience read through it to make sure it is clear and truly answers the above points. 7) Marketing freebie: Given the Internet age where everyone is offering some freebie to get you sucked in, you must really be creative in your hook. Gone are the days that people automatically download a free e-book or sign up for a complimentary consultation that allows you to capture their information. Some still will but you must be unique and creative in creating something that really captures a person’s interest and again helps solve their problem. 8) Create Consistency: Most businesses market on multiple platforms including a website, printed marketing materials, social media etc. So often you see inconsistent branding and messages across these platforms. If you truly want to attract your ideal client, your message must be consistent across all platforms. In branding, the marketing message is just as important as the actual logo and colors chosen to attract your target audience. Create a clear and consistent message across all platforms so that you truly speak to your target audience. Allison Turner is CEO and cofounder of Business Consultants of South Florida,(BCoSF, Inc.) located at 301 W Atlantic Avenue, Suite 05. She is a resident of Delray Beach as well as active member of the Greater Delray Beach Chamber of Commerce. BCoSF is passionate about helping their clients either start or grow a sustainable and profitable business. For more information visit www.BCoSF.com or call 561-276-4422.