Today we're going to touch on messaging, which is also something I see goes horribly wrong at most businesses.
Anyone who's listened to me for some time knows that I'm all about the foundation of your business, because 90% of the time that's where everything goes wrong.
So, consider this framework to guide your messaging:
- Which market segment are you addressing? If you're specific enough about your market segment, i.e. niche, then half the work is done for you. This is all about identifying the problem to which you have the solution. For the most part, companies are created without any attention to the customer's problem; instead, they're created by a founder that is only thinking about her business from inside her own head. Instead, make sure you know the problem you're solving for your customer, because then it's only a matter of properly expressing the prospect's problem - in their own words - and you'll immediately capture their attention.
- What's your positioning? Once you tease out the problem, you must properly position yourself in your messaging. Typically there are only 3 main positions: Fastest, Cheapest, or Highest Quality. This is all about scoping out your competition and figuring out where you have an advantage. Then, tease out that advantage. For instance: If your home's doors are looking tired and worn out, you might be losing your pride of ownership. (Target: homeowners.) But few people realize how a new set of new doors can completely revitalize the way your home looks! At ABC Doors, we offer factory-direct doors so you can upgrade the look of your home without paying what can feel like a whole other mortgage. (Position: low price).
- What's your market offer? Finally, your messaging should always contain your market offer, otherwise known as an entry point or trial that allows people to buy what you're selling. Per the example above, your market offer might be a free in-home estimate, which automatically qualifies the customer for a monthly raffle for a gift card (a nice incentive to get a free offer!). Other businesses should design offers that entice the prospect to move forward in a low- to no-risk way. In a world filled with mistrust, it's critical you allow your prospects to try before they buy so they can get to know you, your product or service and make the right choice.
If you get stuck, get help!