How to create a focused marketing message

Borrowed - Adam Kirk Smith

Marketing is all about messaging; i.e. getting the message right and reaching the right audience with the right product or service at the right time.  But in a seriously overcrowded market place it is sometimes difficult to break through the noise.   In the words of a friend of mine, ‘there are competing priorities’ or in this case, ‘competing messages’ pulling the consumer’s mind in every possible direction.

As a startup business owner, consistency is key when coining your business’s marketing message.  Nothing is more confusing to the consumer than getting mixed, incomplete or inconsistent messages from the business.  Not only should the message be consistent but the same message must be used across all media platforms; both online and offline.  Consistency also requires that the message is simple, focused and understood by the targeted audience.

Here are three ways that startups can create a focused marketing message:

1.     Understanding consumer needs - While it is important to try to understand the customer, it is more important to understand their needs.  Ideally, your business should be providing a solution to a consumer problem.  Consumers are interested in identifying products and services that make life easier, are affordable and convenient.  If your business can tick all three boxes, then you are on your way to understanding your customers.

2.     Know your customer – Customers like to receive messages that speak directly to them.  To speak directly to the customer, you must know who they are, what they like, where they hang out and some of their favourite activities.  Knowing your customer also means appealing to them in a ‘language’ that they can understand.  Storytelling is a great way to capture the customer’s attention.  Sharing an experience instead of ‘selling’ the specific product or service is also a great way to grab the customer’s attention.  Further, consumers are highly motivated by ‘what’s in it for me’; it is in your best interest as a business owner to show them.

3.     Know your business – Do you have a key marketing message for your business? If not, it’s a great place to start in getting to know your business.  You know the product or service you are providing, but what does it do for customer? How does it make your customer feel or act? Does it make the customers’ life easier?  These are all questions you can answer in getting to know your business.  In coining your marketing message; keep it simple but consistent, focus on the customer and ensure that the product or service delivers what is promised.