The foundation of all successful brands and their subsequent marketing campaigns is a strong and consistent message. But have you ever stopped to think about what your business is REALLY saying every time you contact customers or prospects?
Unfortunately, most businesses, before creating marketing materials and deciding upon their own marketing message, go and look at what other businesses in their industry are saying to customers.
All this results in, is a glut of ‘same‐same’ marketing and an audience of confused consumers – none of whom can really see much difference between the businesses talking to them, other than variances in price.
While it’s good to keep abreast of what the competition is up to, copying their marketing message (even that of the market leader) is not going to do your brand any favours, nor will it guarantee success. Quite often, the opposite can be the case.
Ideally, you want your marketing to look and sound very different to your competition, so that customers and prospects have a clear idea of how doing business with you will be better for them.
Here are four proven ways to create a message that’s unique to you and designed to get results:
Quit being a copycat
List what other businesses in your industry are saying in their marketing messages and AVOID using these words/phrases yourself.
For example, if everyone is telling customers they’ve been in business 20 years, are family owned, offer ‘great service’ and ‘free quotes’ etc. you should avoid bombarding your prospects with more of the same – how on earth will they know how to choose between 30 different businesses all touting the same message, other than to do a price comparison?
This is NOT what you want – getting into price wars with your competitors is never going to set you apart as a market leader. Instead, see below on what you SHOULD be saying.
Be an individual
Make a list of what makes you DIFFERENT to your competition and use words/phrases like these instead (you could even put this list up in your staff room/breakout area so that employees are constantly reminded why your business is better).
Customers should know straight away from your sales letters, yellow pages advertisements, website, radio ad or print ads why doing business with YOUR company is better. Prove that you’re different.
Know what they want
You have to know what your customers REALLY want, care about and aspire to, if you’re going to be able to create a marketing message that speaks to them in a way that will engage them, inspire them and motivate them to act.
If they care about price, offer a money back guarantee. If they care about reliability, evidence yours with testimonials.
Don’t be a bore
Your brand should have a personality (and that doesn’t necessarily mean ‘off the wall’). For example, rather than being the ‘professionals’, could you instead be ‘the professionals who think outside the square’? The latter brand message certainly has a very different feel and personality to it.
Have fun wherever you can, too ‐ customers want to be engaged with the brands they interact with – that’s how you build brand loyalty. While you’re at it, make sure you speak their language – if they’re young hipsters, save the stuffy jargon.
If you’re speaking with industry peers, you can afford to use a vocabulary designed for building credibility and trust. Most of the time however, a good guide is to write marketing messages as if you were speaking to a friend ‐ overt formality kills any chance of connection you might have.
DIY Marketing Message Tip
In all of your marketing material, you should feature a strong benefit‐rich headline, one that focuses on THE CUSTOMER instead of on your business.
Standing out from the crowd is easier than you might think. You simply need a strong, unique and benefit‐laden marketing message, plus a plan for implementation that keeps you accountable and is results‐driven.
If you’d like help crafting a message that gets results and a marketing plan that’s designed to send your sales soaring, contact YBT now by emailing email@example.com, or phone 03 479 3890.