Building Your Marketing Message

In my article Are You Emotionally Connecting With Your Customers? I touch on the point about your marketing message being about your customer not you. But still linking with your WHY. Ultimately your customer either needs to have the same WHY or they resonate with your WHY.

But before we dig deeper on how to achieve that, I have a few questions for you:

1. What is your marketing message?

2. Can you say it easily?

3. Is it simple, relevant and repeatable?

4. Can your team repeat it?

5. Are you potentially missing out on customers, as a result of your marketing message not being clear?


So, in any marketing message you need to build a story. Your customer being the hero of the piece, not you. You are the guide. Your customer has a problem that needs solving and you have the solution to that problem, which prevents them from failing and instead achieving success. Whilst this is in summarised form, this is in essence the formula for your marketing message.

Now if you dig deep into the problem, everyone can ascertain the external problem, but remember people connect with a product or service on an emotional level, so you must also solve their internal problem. This is the way the external problem has made your customer feel.

Ultimately you will obtain some customers by only solving the external problem, but you will have two obstacles. Firstly, they are unlikely to be your ideal customer and second you will set a limitation as to how many customers you will have.

One of the biggest issues I see business owners say they need more of is leads and sales. Whilst there can be a number of reasons for this being an issue e.g. their sales process and the avenues in which they market, I would say without question the biggest reason boils down to their marketing message. Its not clear. Do not create noise, your customers will switch off. If you confuse you lose.

You need to take your customers through a transformational journey. What would their life look like if they don’t use your product or service? What is at stake? Then consider what their life would be like if they did? By building this type of picture for your customers you are connecting with them. You connect then they will want to work with you.

As you start to build your marketing message, you will see your WHY appearing. I recently went through this exercise with a particular client and it soon became clear that the internal problem they were solving linked to their WHY. So ensure you have establisted that WHY first, it makes the whole process so much easier.

At part of The Business Fixer Toolkit, we help you build your marketing message piece by piece, it forms a key part of our coaching programmes. If you would like to find out more then, contact us book a Strategy Session. Let us boost the performance of your business.