There are countless ways to market your business, products, and services. But communicating who you are as a company or business professional is something that many people struggle with.
Concepts like “brand storytelling” highlight the importance of conveying the unique features and benefits that your business provides.
The following are the essentials for creating a marketing message that reflects the mission, values, and solutions that your business offers.
Specificity Over Persuasion
Trying to persuade prospects with lofty claims is one of the biggest mistakes that businesses make. Instead, emphasize specificity when telling prospects who you are and what you do.
Businesses must develop their messages around the needs of their target audience. So you have to communicate the problems that your business solves and give listeners the clarity they need to decide if you’re the right choice.
Market research reveals the language used by prospects to describe the problems that you solve. By reflecting that language in your own message, you enhance its ability to resonate with the right audience.
The feedback you get from existing and previous customers helps you craft a compelling story to share with future customers.
In addition to promising a high-quality brand experience, you must deliver on your promise every time your customer engages with your business.
Understand the Role of Branding
Your brand is a critical part of your marketing message. But a brand is more than just a logo or tagline. Your brand consists of the total experience that customers have when they use your products or services.
It’s a combination of the elements that articulate your value proposition and the benefits you provide. These include your mission, values, brand “voice”, industry positioning, and visual elements.
Businesses and professionals create powerful brands by asking themselves the right questions. Consider why you started the business and what sets you apart from your competitors.
Telling the Right Story About Your Business
The first step to telling others who you are as a company or a professional is to establish a goal. Decide what you want to accomplish in telling others about your business.
Develop different messages that you can test to find the one that accomplishes those goals. Many business professionals find that they need to revise and edit their marketing messages.
Eliminate information that isn’t essential to getting your message across. Test your messages with others to determine how it might be improved.
Prospects are all at different points in the buying process. Tailor your message to each person based on their level of interest and readiness to purchase.
The message you use to tell others about your business should be integrated into all of your marketing channels including blog posts, emails, social media, and others.
This creates a consistent brand experience that makes you more memorable for your target audience.
If you’re having trouble letting others know about the products or services you and your company provide, let us know what questions you have in the comments below.
A well-crafted message that addresses your prospects’ needs converts more of them into paying customers and generates new sources of revenue for your business.