Recently I flew to LA for Thrive Live, Ali Brown’s Elevate member event. The two day event, was mainly taught by Elevate coaches James Roche, Joy Chudacoff, and Sue Painter (as Ali is very pregnant with twins!), and was focused on basic business concepts like your mission, your marketing message, and your business model.
One of those areas caused some serious grief and stress for many of the attendees… and the exact same thing causes several of our clients who are newer to business ownership to freak out a little. Can you guess which one it is?
It wasn’t understanding and communicating their mission, and it wasn’t choosing a business model. It was figuring out a marketing message and how to communicate what you do in a way that is clear, easy to understand, and in alignment with your mission and values. As I sat in the room, I couldn’t help but think that if this many business owners at this event were struggling with crafting their marketing message, then imagine how many others around the world are struggling with the same problem.
Why Is Crafting a Succinct, Powerful Marketing Message So Difficult?
A marketing message is simply a tool to open the door to a deeper conversation with someone — a tool to spark interest in prospects who may be ideal clients — a short 1-2 sentence story about who you serve, why you do what you do, what you do, and why you’re awesome.
But I think too many people, especially solopreneurs and new entrepreneurs, don’t realize it’s just a tool. Instead they think their marketing message has to be perfect right out of the gate, and that if they get it “just right” it will magically win them tons of new clients. So they stress out, second-guess, critique, change, rewrite, freak out, second-guess themselves, and rewrite it some more. And what’s worse, they use “not having a marketing message” as an excuse to not take action. They wait to get out there, to network, to market their business because their message isn’t perfect.
A Marketing Message Simply Answers The Question, “What Do You Do?”
As James shared with the group, it needs to be simple — not to abstract, to out there, or too clever. It must be clear, and in plain English so it is easy to understand. The key to is to craft a simple message that comes from your gut, speaks from your heart, and communicates your mission. You need to know the emotional feeling you want to convey and what you want people to know about what you do.
A powerful marketing message that is heartfelt not only opens doors and starts conversations — It supports the sale. Your presence when communicating your marketing message, when sharing with someone what you do, matters. Your potential clients want to feel heard & understood. They want to know you have empathy, that you “get them.”.
Meet Your Prospects Where They Are
When crafting your marketing message, remember that the most effective message meets your prospects right where they are right now. When you share with them what you do, you need to speak right to the struggle or problem they are experiencing right now — not a big picture solution.
They have a complaint — something they are struggling with, frustrated with, or something they need to overcome or fix. Your job, and the job of your marketing message is to:
- Let them know you understand their complaints, that you get them
- Communicate the cause of their complaints, what’s the situation
- Identify the real reason they are experiencing frustration, the root of the problem, and how you can help
- Recommend a solution — the next steps to solve the problem
- Share why this is a great solution, the benefits of solving the problem
- If it sparks interest and they resonate with your message, have a deeper conversation
I know the list above can sound like a lot. You may even be thinking, “No one is going to want to listen to all that when they simply ask me, ‘So what do you do?'” Trust me. I get it. I struggled with my marketing message a long time when I first started my business. But I didn’t let it stop me. I tried out different messages, different words, different approaches. I tested it at networking events, tweaked it, and changed it, until it finally clicked. And I learned …
Keep It Simple And Change It Up
You can cover all of the points above in a simple, clear marketing message and powerfully answer the question, “What do you do?” without launching into a long, overly-detailed, drawn out answer. Here’s my quick 6-step formula to help you craft your marketing message — I call this formula my magic sentence:
- I help [IDEAL CLIENT]
- who are struggling with [COMPLAINT/SITUATION]
- do/be/get/achieve [DESIRED SOLUTION]
- so they can [BIG EMOTIONAL RESULT]
- [DIFFERENTIATOR] (i.e. in only 7 days, without sacrificing foods they love, faster or easier)
- even if [COMMON OBJECTION]. (i.e. nothing else has worked, you have no time, you think you can’t afford it)
Isn’t that a simple formula?! Just plug in the details that are right for your business and practice it a lot. That way, next time you’re at a networking event, your marketing message will roll right off your tongue naturally and effortlessly.
And if you want to take it a step further, use these simple magic sentence formula “add-ons” to turn your magic sentence into a killer elevator pitch:
- I do that through/by/with [WHAT YOU OFFER] (i.e. private coaching, group programs, speaking)
- And my clients/customers/audiences often say [SOCIAL PROOF]
- If you are interested in [NEXT STEPS] (i.e. learning more, achieving the same results)
- I invite you to [ACTION TO TAKE NOW]
When you use the magic sentence formula combined with these add-ons, you’ll not only feel confident in speaking about what you do, but powerful in knowing that you sound like a true professional who knows exactly what you’re doing.
Now Don’t Forget to Take Action!
Knowledge is great, but not if you don’t take action! So craft your marketing message using my formula above and please share your completed message in the comments below.