by Debbie Josendale
As a small business owner, you’re probably familiar with the concept of developing your 30-second marketing message. But, that’s often where it stops…on the elevator.
Don’t miss the opportunity to grow your small business by extending your marketing message into live conversations with prospects, customers and social media, with laser marketing messages.
Marketing Messages Help You Establish Credibility
Laser marketing messages position you to have a series of effective one liners that help you easily respond to questions that a prospective client is asking. As a small business owner, they enable you to quickly establish credibility and garner trust by educating prospects on your point of view in a coherent, confident and consistent manner. They are also effective to use on your social media channels.
A laser marketing message is simply a bite size morsel of your overall business marketing message. Typically, one sentence in length, your laser marketing message conveys a focused idea, fact, or position that you believe to be true about your product or service. And, it offers your prospect or client a fresh way of looking at the topic.
An interesting by-product is that you get very clear on your unique differences, which helps you to stand out from the crowd.
5 Tips to Develop Laser Marketing Messages
To jump-start your thinking, consider these 5 tips to create laser marketing messages that work.
Small business marketing is closely connected to your business point of view and key differentiators about your product or service. Start there to develop your laser marketing messages. Answer questions like these to get your creative juices flowing:
- The biggest mistake people make…
- One thing you should never do…
- One simple thing people could do right now…
- What you as an expert know that most people don’t know…
- Tips and tricks that your target marketing could use to improve…
2. Less is Better
Now, take one of those ideas and write a laser marketing message, with 10-15 words. Be careful not to use jargon. And use only one adjective.
You want to deliver succinct, high-impact marketing messages that your client understands and doesn’t have to think about. Less is better.
This strategy also works well for social media updates and tweets.
3. The “I” Word
Review your sentence to check for the “I” word. If you have used the “I” word, rewrite your sentence to focus on the needs of your prospect or customer.
It’s as old as time…people don’t care about you; they care about themselves. “ I” messages are about you, and your goal is to start speaking about your client (You) or situations (It) that will improve their life and or business.
4. Say It Out Loud
Say your marketing message out loud 5 times. This will give you an immediate sense of how it feels. This is the secret to small business marketing success.
If it rolls off your tongue and feels authentic…you’re on the right track. If you feel awkward or clumsy saying your marketing message, rework until it flows smoothly. Connecting your marketing message to your authentic voice naturally attracts prospects.
The minute your marketing message starts to sound salesy, whether in person or in a social media channel, your prospective buyer will squirm and start thinking of how to get out of this conversation. Your goal is to create messages that make them feel listened to and as a result want to know more.
5. Active versus Passive
Don’t be afraid to use language that helps your listeners to see things from a different perspective or hire you. Keep in mind that your marketing messages are meant to be directive, not just informative.
3C Laser Marketing Messages
At 3C Marketing Group, we believe that successful small business marketing starts by first creating helpful and relevant content that can easily be shared offline and online via your social media channels. It’s the key to increasing your online visibility and and growing your small business.
Here are 5 examples of laser marketing messages that we’ve created.
- Sounds like you’re ready to be known as the industry leader, versus the best-kept secret.
- Content is a marketing annuity that keeps on giving and giving.
- Educating prospects helps you establish credibility and authority in your industry.
- Content builds social buzz.
- Your unique stuff is your most valuable marketing asset.
Small Business Marketing Game Changer
If you haven’t done this, give it a try. Creating laser marketing messages is a game changer for your business.
How? You connect more deeply to your beliefs about your business and your business marketing starts from an authentic place. That translates into a natural confidence, which attracts people to you, sparks their interest and most importantly captures their imagination.
What tips do you have to create marketing messages?