How to Stand Out With Your Marketing Message
“Only the prepared speaker deserves to be confident.” – Dale Carnegie
In days gone by, traveling salesmen pitched magic elixirs with sheer confidence, backed by a well-prepared marketing spiel.
Similarly, today’s entrepreneurs must confidently articulate their business value. A crafted marketing message ensures professionalism, covers vital selling points, and enhances the perception of a successful business. It builds trust, holding your audience’s attention.
Effective marketing hinges on confidence. Prospective clients want to engage with trustworthy individuals. So when they question why they should choose your services, be it in Home Staging, Feng Shui, or Event Planning, your answer should be poised and compelling.
Creating Your Marketing Message
1. Recognize Your Strengths
Jot down personal accomplishments, characteristics, or unique attributes.
- Begin by making a comprehensive list of everything you’ve achieved or attributes you possess. This could be awards, milestones, personal traits, or any other accomplishment.
Consider everything, from formal qualifications to soft skills.
- Beyond academic achievements and career milestones, think about the skills and qualities that aren’t typically awarded certificates. Your ability to communicate effectively, show empathy, or resolve conflicts can be just as valuable in the business world.
Reflect on what uniquely positions you to serve your clients.
- Understand what sets you apart from competitors. It could be your extensive experience, a unique approach to problems, or a personal story that makes you relatable. Clients often seek providers who don’t just deliver a service but also understand their specific needs and pain points.
2. Draft Your Message:
- Name, certifications, company name, and a catchy slogan: This is the elevator pitch of your business. Imagine you’re in an elevator with someone influential in your field, and you have only 10 seconds to make an impression. Your slogan should be memorable and give a glimpse of your brand’s essence.
- Expand on the 10-second version by highlighting unique achievements or features: Use this opportunity to provide a snapshot of your most significant accomplishments or unique services that differentiate you from others.
- Delve deeper, narrating the inspiration behind your venture and including a compelling call to action: Share a brief story or the driving force that led to the establishment of your business. A call to action, on the other hand, invites your listener to engage further with you or your brand.
- Ensure it remains genuine, showcasing your uniqueness: Authenticity goes a long way. Ensure your message resonates with your genuine experiences and beliefs.
Continuously review and tweak your message for optimal impact: As you evolve, and as market dynamics change, it’s crucial to revisit and refine your marketing message. This ensures it remains relevant, potent, and aligned with your brand values.
Practicing Your Pitch:
Familiarize yourself with your message: The more you know your message, the more confidently you’ll present it. Regularly review and internalize the core points.
Practicing in front of a mirror or trusted peers helps in delivering it naturally: Observing yourself can help identify areas of improvement, while feedback from peers offers an external perspective on how your pitch comes across.
Pause for emphasis: This allows your key points to resonate with the listener, giving them a moment to process.
Use appropriate gestures: Hand movements can accentuate what you’re saying, making your pitch more engaging.
Maintain good posture: Standing tall exudes confidence and creates an aura of authority.
Speak with clarity and at a comfortable pace: Rapid speech can confuse listeners. Clarity ensures your message is understood, while a steady pace showcases your confidence.
Smile and maintain eye contact: These convey warmth and sincerity, helping to build a connection with your audience.
Channel nervousness into enthusiasm: Passion is contagious. If you’re excited about what you’re saying, chances are, your audience will be too. Instead of being overwhelmed by nerves, use that energy to express enthusiasm about your offerings.