If you have a great product or service that people want you are well on your way to being successful. However, in order to lock in and grow your success you need to maximize attention your products and services get. As a small business owner you probably don’t have millions of dollars to spend on advertising campaigns to drill your company’s name into your prospects minds. That’s okay. Many small business owners find their success by effectively developing and using their marketing message. You can use your marketing message to position your business in such a way that your prospects will think of you when they decide it’s time to take action to tackle a problem they have that you help solve.
A marketing message is not a slogan or catch phrase. There is an important difference. An effective marketing message speaks directly to a specific audience and features benefits, results and value of a product or service. Slogans and catch phrases often have nothing to do with a specific market or results and benefits. Slogans and catch phrases are used by big companies to imprint their corporate image in our minds simply by sheer repetition. They need not relate to hamburgers or sneakers for us to immediately associate a couple of words with appropriate company.
Here are five simple steps you can take to help maximize attention for your business.
1. Drop Slogan If you’re using a slogan or catch phrase to market your small business you’re probably missing opportunities to have prospects identify you as solution to their problem. If your slogan does not clearly identify population you serve and results you provide you are definitely allowing business to pass you by.
Make decision to drop slogan and develop and use a marketing message. You will increase your ability to develop new business.
2. Develop or Correct Your Marketing Message Once you have decided to let your slogan go way of Dodo you must develop your marketing message. When writing your marketing message think about those you help and benefits they seek from your product or service. Ask yourself as many questions as you can to identify your customers and results they seek. When you’ve answered these questions you can use information you’ve gathered to put together a marketing message that sells.
3. Use Your Marketing Message Once you’ve developed your marketing message you’ll want to include it any aspect of your business where a marketing opportunity may present itself. Remember, purpose of using a marketing message is much same as that of a slogan or catch phrase, you want to position your business in your prospects minds so that they think of you when they decide to take action to solve their problem.