Archive for August, 2013

Crafting Your Core Message

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For some business owners, it’s a struggle to clearly explain what it is you do, especially if your business is unique or you are trying to stand out in a crowded marketplace. Often, we explain what we do, but not how it’ll benefit the person we’re talking to. We need a clear way of saying, “This is what I offer and this is how it will help you.”

Whether you are marketing service or products, classes or mastermind groups, you need to have a quick, precise way of explaining your offer.

Forbes contributor Carmine Gallo suggests three steps to map your message in 30 seconds or less:

1. Write a short headline with the one well-defined message you want to send to potential customers. What is the single-most important thing you want your audience to know about your product, service, brand or idea? What do you do and who do you help? If this is all the customer knows about you, does it give him or her a clear picture?

Hi, I’m Karyn. I’m a business-building consultant for micro entrepreneurs.

2. Expand on that message with three important benefits.

I help people expand their reach, increase their revenue and decrease overwhelm.

Put steps 1 and 2 together, and you have your 15-second commercial. If potential clients walk away from the conversation hearing only that, they have a good idea of what you do and how you might help them.

3. Support those points with additional benefits (or examples). Come up with three examples, stories or statistics that reinforce your statements.

I’m a business-building consultant for micro entrepreneurs. I help people expand their reach, increase their revenue and decrease overwhelm. I teach people how to get known in their market, package and price their offerings for maximum profit, and create cohesive action plans to get it all done efficiently.

Here’s another example:

Hi, I’m Joe. I facilitate a mastermind group for baby boomers who are getting ready to retire. Through brainstorming, support and accountability, we help you to find clarity on your goals, make the best decisions, and move forward. You will walk away knowing that the retirement you envision is not only possible, but that you’re designing and taking active steps every single day to making it a reality.

Use This for Networking and Marketing Launches

It’s easy to see how this would be useful in a networking situation where you have to quickly explain your business to someone when they asked the dreaded question, “So, what do you do?”

But you can also use this same exercise for all your marketing. You need to come up with your Core Message in these types of marketing situations:

  • When you’re describing your services on your website
  • When you’re writing an article or blog post
  • When you’re putting together a speech or a class
  • When you’re launching a new product
  • When you’re writing a proposal or white paper

Not comfortable with your writing skills? Use the same outline to create a vision board. Cut out pictures and words that explain your business, and arrange them in a map that helps bring clarity to your message.

Mapping your message, whether with words or pictures, will help you move beyond telling people what you do to clearly explaining what results your customer can expect.

Remember, when crafting your message, make sure it is short and clear, and that you can say it in 30 seconds or less. (If you can say it in 15 seconds or less, you win the prize!) Too much information could confuse the person you’re speaking with. This message will become your elevator speech at networking events, and your marketing message to potential customers. It’ll be the core message you use when launching a new product, service, class or mastermind group.

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Category: Marketing

Tom Peter’s Thoughts on Selling

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Tom Peters has written a quick-read e-book, 111 Ridiculously Obvious Thoughts on Selling. It’s worth the download.

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Category: Running a Strong & Efficient Business