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Part of every successful business is a simple and well-defined core marketing message. When people are happy with a company, they like to talk about it. However, if customers are confused about a company's offerings, it is much more difficult for them to spread the word.

Without a core marketing message, it is also much more challenging for YOU to talk about your business. When someone asks you, "So, what do you do?" can you tell him or her in a sentence? If not, read on...

Here are five elements to help you develop your core marketing message:

  1. Target Audience: Who are the customers you serve? Describe them as fully as you can: age, gender, income, education, location, hobbies, habits, and lifestyle tendencies. The better you know your audience, the easier it becomes to market to them.

  2. Meet a Need: What problem do you solve? If you want to make your marketing more effective, define your customers’ problem. Key problems may include: needing to lose weight, finding a job, facing relationship woes, and so on.

  3. Solution: What results do you produce? Describe how your services or products solve the problem that you defined. For example, the Maytag website clearly defines solutions: "Saves time. Keeps clothes like new. Saves up to $185 each year."

  4. Proof: What do you have to prove it? For example, you might show a portfolio, testimonials, or provide references. People want to see evidence. Demonstrate your successes in a way that potential customers can review as proof of your expertise.

  5. Differentiation: What makes you special, unique, and stand apart from competitors? Make it clear that you are different. How do you provide a distinct service or product that is of value to your customers?
Once you have defined your core marketing message, distill it into one or two sentences. A message that is simple and well defined makes it easier for people to remember your services and tell others about your business. Incorporate it into your brochure, website, advertising, and other marketing materials. Use your core marketing message to describe your services at networking events and speaking engagements.

ACTION ITEM: Do your marketing materials have an easy-to-understand, consistent core marketing message? If not, begin to work through the questions above. Incorporate your message into all of your materials.

Wendy Maynard
Kinesis Quickies
Kinesis helps clients capture attention and create new business through integrated design and marketing services. We create a wide range of promotional tools including logos, brochures, websites, newsletters, and more. Call us at (541) 482-3600 or email us at inquiry@kinesisinc.com.

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