Archive for Business Help

Business Growth Masterclass Number 8 – Killer Marketing Messages

Hello, again, and welcome to the 8th instalment in my series “Business Growth Masterclass”

 

As ever, before we begin, lets recap on the main points from last months discussion. You should by now,

  • know who your target market is, what their needs are, what their purchase behaviours are and how to reach them.
  • know how to use market research to find out more information about your market on a regular basis.

This month’s masterclass is about writing killer marketing messages for your target market.

In the last masterclass, I shared with you how to identify your target market, and then how to use market research to gather information about that group of people to use in your marketing strategies.

Today we’re going to take your market research and use it to create a powerful marketing message. The strength of your marketing message lies in its ability to speak to the specific wants and desires of your target market, and tap into their emotional reactions, or hot buttons.

When you push those hot buttons, you motivate your audience to take action. The more people you can motivate to take action, the more leads you’ll have in store and on the other end of the phone line.

In this Business Growth Masterclass we will cover:

  • How a strong marketing message will supercharge your lead generation
  • Examples of strong marketing messages
  • A step-by-step process for developing your unique marketing message
  • Strategies that will strengthen your existing marketing message
  • How to test and measure the strength of your message.
  • How to be consistent with your strong marketing message
  • A strong marketing message will make a huge difference in your lead generation strategies.

A marketing message is simply a statement or phrase that you use to communicate information about your business to others. A strong marketing message will do four things:

  • Speak to the reader’s needs, wants or problems (hot buttons)
  • Offer a solution, advantage or benefit
  • Describe a point of difference
  • Motivate the reader to take action

As I said earlier, the key here is to motivate your target audience to do something after they read or hear the message. It needs to be strong enough to entice the audience to ask for more information, visit the website, pick up the phone or walk in the store.

You will put your marketing message on every piece of marketing material your business uses for lead generation, so it has to be powerful and consistent and speak to the group of people that you have identified as your ideal customers. Strengthening your marketing message has the potential to dramatically increase your lead generation before you even change your existing strategies.

Here are some examples of strong marketing messages that are used by successful businesses today.

Domino’s Pizza You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free!
M&Ms The milk chocolate melts in your mouth, not in your hand.
Enterprise Rent-A-Car We’ll pick you up.
FedEx When it absolutely, positively has to be there overnight.
Dentist We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes or you will receive a free exam.
Estate Agent Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value.

Let’s get started with the process you can use to create a new marketing message for your business, or refine the marketing message you already have.

Work through the following questions to brainstorm and record the aspects of your business that you will communicate in your marketing message. Take your time, and be as detailed as possible.

1. Use all the information you gathered about your target market to figure out what your customer’s hot buttons are.

Write down who your customers are, and what their problems, desires and needs are.

Take some time to revisit the behavioural and psychographic information you gathered when researching your target market. This will give you an idea of what kind of emotional hot buttons you should focus on when creating your marketing message.

Hot buttons are emotional triggers that motivate your potential customers to take action. Some common hot buttons are: price, location, exclusivity, results, safety, timeliness, convenience and atmosphere.

2. Describe the value or benefit that your product or service offers your customers.

This is what your customers get when they spend money at your business – the answer to “what’s in it for me?” How do you solve their problems? How do you meet their needs, or fulfill their desires?

For example, maybe you’re a grocery store in the neighbourhood, and you offer the convenience of being just a short stroll away instead of a car ride.

When you’re thinking about this question, think about your product or service in the context of the benefits, results, or advantages customers receive, instead of the features you offer.

3. Think about the outcome of the value or solution that you provide.

Brainstorm what happens when your customers receive the value or benefit from your product or service, what happens? Are they thrilled? Relieved of worry? Do they have more time to spend with their families, or do they put dinner on the table faster?

This is kind of like the storytelling aspect of creating your marketing message. Paint a picture of how you will improve the lives of your customers, in one way or another.

4. What is your company’s point of difference? What makes you stand out from the competition?

Your point of difference – or uniqueness – is something you will want to strongly feature in your marketing message. It is the reason that the reader should choose your business instead of your competition.

For this step, do some research on your competition and see what kinds of marketing messages they are using. How strong are those messages? What benefits and results do they promise?

If you are having trouble figuring out what sets you apart from your competition, think about including an irresistible offer, or a strong guarantee to give yourself an edge. (We’ll spend some time on powerful offers and risk reversal strategies like guarantees later on in the Masterclass series.)

5. What is the perception you would like others to have about your business?

How you wish your customers to perceive you will impact how you describe your offering in your marketing message, and the kind of language you will use. Revisit the vision you created, and write down some ideas about the image you want your business to project to the outside world.

For example, if your business is completely transforming its operations to become more environmentally sustainable, you will need to use different language and emphasise different features and benefits than you did before.

6. Based on the notes you wrote in response to the above questions, summarise the information into a paragraph of 4 to 5 sentences.

If you’ve got pages of notes, this may be a challenging part of the process, but that’s okay because it means you have a lot to work with. Take your time, and wade through your notes bit by bit.

You may want to start by writing 10 to 15 sentences, and then narrow those down to 4 to 5 sentences when you have a better idea of what specifically you want to focus on. Or, you could try writing three sentences for each question, and then working to consolidate from that point.

Keep in mind that the most effective marketing messages use strong, descriptive language that triggers emotional responses. Think about how you would describe your point of difference, or value-added service to a close friend, and write with that in mind.

7. Using descriptive language, consolidate your paragraph into a single sentence of 15 words or less.

This sentence will become your unique marketing message!

I know how challenging this part of the process can be, so to make it easier, I usually write a few different sentences that emphasise different things to give myself choices. For example, if you don’t know whether to feature your company’s commitment to unbelievable prices, or its guarantee of customer satisfaction, write one sentence each and compare which is stronger.

Aim to have two or three sentences that you’re happy with, and then test them out to see which is the most effective.

The only way to find out the strength of your marketing message is to test it. Don’t be afraid of making some mistakes – you need to get feedback!

Test your three draft marketing messages internally first.

Before you go out to the public with your drafts, test them on your friends, family, staff and colleagues first. Use their feedback constructively, but don’t be afraid to stand up for elements that you believe are effective or important.

Once you have gathered enough feedback, rework your draft messages and incorporate the suggestions you believe are valuable.

Incorporate feedback, and then test a few draft messages externally.

When you have refined your draft messages and incorporated staff and colleague feedback, you can start to test the messages out on your audience.

This doesn’t have to be complicated, or cost a lot of money. Simple tests using small-scale distributions will give you the information you need to choose which message is the most effective.

For example, place two or three ads in the local newspaper or on your social media accounts – one a week with a different message each time – and compare the number of leads each ad generates. Or, send out a small direct mail campaign, with the materials split into three groups – one for each message.

The message that generates the most leads is the strongest, and will be the one you choose to be your business’ unique marketing message.

Now that you’ve got a killer message, use it consistently on all of your marketing materials and in all of your campaigns.

Consistency and repetition are powerful persuasive tools to use to reinforce your message over time. Ensuring your marketing message appears on all documents related to your business will build your brand image and your company’s reputation.

Make a list of all marketing materials, stationery, signage and internal and external documentation that your customers and clients come in contact with. Then, incorporate your marketing message onto each of them.

Here’s a suggested list of materials to include:

  • Website
  • Advertisements
  • Direct Mail
  • Listings
  • Phone Messages
  • Email Signature
  • Business Cards
  • Letterhead

Now that you know what you’re going to say, and who you’re going to say it to, let’s dive into some lead generation strategies.

The next Business Growth Masterclass focuses on advanced strategies for lead generation that you can start implementing into your business right away. Our focus is to set up lead generation strategies that either immediately or over time will run themselves, so you can generate more leads with less time investment.

Secrets of Leadership – What True Leaders Say to Their Teams

Leaders have a tremendous impact on their organization, because the phrases they share with their teams can either produce distrust and apathy or ignite passion and commitment. Everyone is a leader. And what you say to the people that you work with will influence their work ethic and attitude. A strong leader will recognize this, and take advantage of every opportunity to be an encouraging and inspiring flame that his people want to be near and benefit from. Yes, HOW you deliver the words are a very important part of your communication… but these are likely the 12 most inspiring things you can share with your team to ensure that they are fully invested and feel themselves to be a valued and contributing part of something larger and more significant than themselves.

1. You were right about…

Great leaders are quick to praise productive decisions or ideas. It isn’t about who is right, leadership is about deciding what is right. Instead of having to be the fountain of knowledge and wisdom for their organization, strong leadership acknowledges the contributions and comments that the people around them offer — and by doing so, you encourage future innovation and give other the gift of recognition.

2. I’m glad you are here

People don’t want to be appreciated… they NEED it. Money may be the reason they took a job, but they will leave that job when they see a chance to get more recognition and feel more valued by their superiors and peers. The simple but powerful (and FREE) action of telling your people that you are glad that they are on YOUR team can be a much more impactful phrase than you might first assume. We all want to belong, and telling your team that you are proud to have them as part of the crew can work wonders.

3. I trust you

Some people want to lead by doing everything themselves. But the more you do, the less your people feel needed or competent to manage. Part of your job as leader is to delegate and give up responsibility to those who surround you. People usually live up to (or down to) the expectations we set for them. When you trust them with something important, instead of treating them like children, you insire their loyalty and best efforts.

4. You earned it

Rewards are nice. Despite Daniel Pink’s conclusions about the ineffectiveness of carrot and stick motivation, people do want to be rewarded occasionally for their efforts. The team you lead wants recognition — but only if it is sincere and valid. Saying this with only a weak reason to may undermine it’s intended effect… but sharing a nice unexpected gift after a truly deserving performance can be incredibly powerful. What gets rewarded often gets repeated.

5. Let’s have some fun

All work and no play makes jack a dull boy — and makes your workplace a dull environment. While productivity is important, it is the job of leadership to build a culture of smiles, laughter, enjoyment, and lighthearted fun. A day away from the office together, or a fun business teambuilding event can do wonders for morale. You may be surprised to see how much that productivity improves when you encourage your people to do what they do and have a little fun along the way.

6. I believe in you

People are like certain species of fish. Their growth is determined by the tank that you place them in. If you encourage them and consistently remind them of your faith in their judgment and abilities, they will grow into the person that you want them to be. Don’t treat them as they are — help them to see the person that you see them becoming, and let your words paint a picture of the skills and traits that you know they can demonstrate.

7. That is interesting

No matter how strong or impressive the employee, athlete, or coworker — at times he or she will say something that you either don’t agree with of think is completely ridiculous. It is at times like those that you need this line. Let them know they have been heard. Let them feel that you are weighing their suggestion or comment. And let them feel comfortable and safe in offering ideas in the future by not criticizing them and killing the instinct to contribute.

8. How can I help?

The single most significant role of a leader is to give your people a job and then be a resource that is available, not hovering. If you do a good enough job of removing obstacle and allowing your people the time to work on what you have given them as a project or activity, you have been a good leader. Tell them what you want and then get out of the way — but use this phrase to let them know you are there as a supportive and helpful resource for them.

9. What do you think?

Asking for opinions is one of the wisest things a leader can do. Nobody is wise enough by themselves, and the message you send by asking for the input of your team is that they are intelligent and creative and valuable members of the project instead of just hourly employees and mindless drones. You don’t have to take their advice most of the time — the simple act of asking them about their perspective, though, communicates your interest in getting other ideas and may even provide a surprising and valuable insight.

10. Come on in

Everyone has an opinion on open-door policies. Just because you leave your door open does not mean that your team feels comfortable entering the room and sitting down to discuss things with you. A great leader connects enough with his team that people feel safe sharing their situation and ideas and challenges. When you share this phrase with sincerity, and are truly interested in having a conversation and building relationships and understanding, the loyalty and commitment your people feel toward you grow exponentially.

11. Thank you for…

If you are a leader, people are going to work seeking to please you. Your team wants to feel validated and appreciated for their efforts — especially when things are tough. Sharing a short thank you can be powerful — but I would encourage you to NEVER share a simple thank you. Always share a SPECIFIC thank you. Let them know exactly what it is they did that you appreciate, and the more detailed your thanks, the more likely it s they will really feel like you noticed their efforts.

12. Have a great day!

Attitude reflects leadership. Strong leaders accept that their people often take a cue from and are at the very least influenced by the team leader’s attitude each day .Greet your team every opportunity you have, and share a smile and a positive comment to remind them that things are good. Encourage a positive attitude and perception of things by being an example of positivity and optimism. If you are determined to make it a great day, that attitude will filter down to every one in the organization. Your team wants to be inspired. No matter how gruff or self-sufficient they may seem, every one of the people on your team remember moments in their lives when someone said something to them that mattered. You can add another moment to that list of memories if you make it a point to take advantage of opportunities to share these 12 phrases with your team. They don’t cost you anything extra, other than a bit of thoughtful consideration for those that surround you — but their impact can be tremendous. And once is never enough. Motivation doesn’t last forever. Zig Ziglar says it’s a lot like showering in that respect — that’s why he recommends it often. Remember that you do well what you do often. Looking for ways to share these 12 most inspiring phrases with your team may be challenging at first, but the impact it will have on your team culture when you start incorporating them into your conversations may amaze you.

3 Things You Need to Know in Order to Become a Highly Successful Business Owner

When you build a home, you follow the specific steps outlined in the blueprint. And when you do, you build the home of your dreams. This applies to your business as well. In order to build a highly successful and profitable business, you need to develop a business blueprint.

As with most home blueprints, there are 3 major considerations that must be addressed to create that dream home. There’s the foundation upon which the home will be built… there’s the overall structure such as the walls and roof that creates and defines the interior living space… and finally there’s the basic components that complete the structure such as plumbing, wiring and so on.

create-more-success

 

 

 

 

 

 

Here’s what you need to know…

The main reason prospects buys what you sell is that they “want” it. Prospects want to feel special, so they will buy a product or service that meets their “unique wants.” Then they will buy it from you, but only IF you offer them the most value. If you aren’t unique, and you don’t offer extraordinary value, then you’re forced to compete solely on price. A business simply won’t thrive unless it’s unique, offers exceptional value and communicates both to prospects and clients. Your business is no different. There are 3 structural components that every business must have to attain success. The business must be unique (foundation)… it must offer value (structure) to prospects and clients… and it must be able to communicate (components) that it’s unique and offers value.

Why you need to know this…

Highly successful businesses find ways to separate their business from their competition. They find ways that enable them to literally dominate their market. They learn the process that can make them unique; help them create extraordinary value and be able to communicate both of those in every marketing message they create.

Building a highly successful business is simple. In fact, it’s nothing more than a step-by-step process. However, it does take some effort on the part of the business owner. Unfortunately, they don’t know what they don’t know, so they must find a way to gain the specific knowledge, skills and support they need to be successful. The Wallshire Management Services Marketing System™ does just that.

The cost to you if you fail to act…

Do you want to spend the rest of your life competing on price?

Do you know specifically what your prospects “want” from your business?

Do you know how to properly innovate your business?

Do you have any idea how to tell if your proposed innovations will produce a positive Return On Investment (ROI)?

If you don’t innovate, and are forced to forever compete on price, what will be the future costs to your business if that happens?

How would you like to learn how you can develop these critical skills?

The process to learn these skills is actually quick and easy and could be the best thing you do throughout the whole history of your business.

The problem that most small business owners have is they don’t understand how to make their business unique… create extraordinary value… or properly communicate their message to their prospects.

If you want access to our revolutionary new marketing system, drop me a line via the website (www.wallshiremanagement.co.uk)

To your success,