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Developing a core marketing message

Central to any company’s effective marketing is a message that speaks accurately and consistently to your existing and potential clients. Work through this brief checklist and you will be well on the way to developing a marketing message for your own business.

Once you have developed your marketing message you are ideally placed to answer the age-old question “What do you do?” in a concise way, providing enough information and relevance to hold the attention of the person asking.

Target Market

What clients do you serve? Give a detailed profile of your ideal client; include basic facts such as sector, size, location etc. It may be useful to include information about their values, beliefs, business interests and buying characteristics as well.

Problem

What typical problem, dilemma, issue, or challenge is your client facing that would make them seek your help?

Solution

How are you able to fix their problems? What results do you produce when working with clients? For example – Before our intervention they were struggling to do xyz. Now after our help, they are successfully doing xyz.

Proof

What proof can you provide that you can deliver that solution? Do you have client testimonials, case studies or clients who are willing to vouch for you?

Differentiation

What makes you stand apart from your competitors? What makes you special, unique or memorable? What is it about your business that offers your clients a true competitive advantage?

If you are able to incorporate the elements of this checklist into your marketing message you will be able to consolidate your own understanding of what you do and how this can be of interest to prospective clients.