Building your marketing plan and a message that will differentiate you from the competition is all part of a good marketing plan. There are many segments to a marketing plan so in this article I would like to focus on the marketing message There are two distinct segments when creating and delivering your marketing message. These include the following:
- The Message
- The Delivery of the Message
Hall’s research has shown a 42 percent increase in effectiveness of your communications efforts if the proper message is developed. Delivery of the message is accomplished through the other nine disciplines of the plan.
What is needed in the message?
“I bring you good news! Business success is not random. There are patterns to the universe of business. There are reproducible scientific lessons and laws that, when applied with diligence, can help you win more, lose less and make more money with your new products, services sales and advertising efforts.” Doug Hall
There are steps to defining your Brand and they begin by identifying and building the following:
- Your Strengths – which must be prioritized in order of importance from your customer’s perspective – you and your people should take the Strength Finder Test.
a. You’re always more effective when you focus on unleashing your strengths, and managing your weaknesses–rather than spending a large amount of time trying to improve your weaknesses, unless your weakness is sales or customer service!
b. Once you have ranked these strengths, you are ready to develop your elevator speech – a thirty-second statement to get your audience to engage with you and ask for more information about your company. A good template is: Who you are and your role, the top three things your company does, then the top three benefits that your customer receives from those things.
- Create your client’s Blatant benefit – specifically, obviously, directly. What’s in it for the them?
- What is your client’s Basic Belief – why should the customer believe you will deliver on the promise made above?
- How can you demonstrate a Dramatic Distinction – how revolutionary and new to the world is your benefit/reason to believe?
- Elevator Speech – when someone asks you what you do, you must interact with them and help them understand your product/service. The best way to accomplish that is to relate your service through an analogy. The goal is get them to ask the next question: “Tell me about that.” Discover the why of your company, most companies communicate the what and the how. See TED TV’s Simon Sinek video
- A good template is for an Elevator Speech: Who you are and your role, the top three things your company does, then the top three benefits that your customer receives from those things.
- Compelling story (one-page commercial) you must take the prospect’s pain and write a short story (3-5 minute commercial) that describes how you solve that pain. The goal is to get them to the next step, which is to say: “We need to get together.”
- Position – how we want to position (their perspective of what we provide) our company or services in the minds of our audience(s).
Once you have the correct message you are then ready to move into creative ways of reaching your clients and prospects to build awareness, interest, purchase and relationship.