subject: Putting Together Your Marketing Message [print this page] Before you even think about going out there to market your business you need to make sure you have a powerful marketing message that leaves no doubt about what it is you can do for your prospects. If you don't have such a message then it doesn't matter how much money, time or other resources you throw at your efforts to market you business, they will be wasted.
Your marketing message should be a simple statement, sometimes known as a statement of results, that just about anybody can understand. It is so easy to get caught up in our business jargon or develop clever tag lines, but this is rather missing the point. If you want clients to come to you, your message should scream out to them and create a reaction "I need to work with you!" or at least invite them to ask more questions or find out more about you.
Create Your Statement of Results
First of all we need to discover who your ideal client is and then get a clear understanding about what results or benefits they need that you can help them with.
A statement of results is:-
Your ideal client + Results or benefits they get from working with you
To start off with, come up with 3 or 4 statements and play around with them for a while before you decide which one sums you up best. The best way to hone in on the right one is to go out there and try it. Get yourself along to some networks and see which ones ignite interest and open up conversations.
Examples of statement of results:-
"I work with solo-professional who need to attract more clients consistently."
"I help first time buyers get onto the property ladder easily and affordably."
"We help printers solve their delivery problems."
To really hone in on yours, why not ask current clients exactly how you helped them. They will tell you as it is in an easy to understand statement.
How to use your statement of results
Now that you have your statement of results, you need to start using it to let people know exactly what you actually do! You should use it, or elements of it:-
Whenever someone asks you what you do
In your elevator pitch
On your website
On your business card
On postcards or brochures
On the first page of a sales proposal
In your bio e.g. Online networking sites, articles etc.
On your voice mail
In your email signature
In fact, you should use this little statement as often as you possibly can, and an element of it should be used to develop your tagline which you may even incorporate into your logo. If you have more than one niche, then you will need a different statement of results for every niche!
