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Copywriting Marketing Marketing Mistakes

How To Market Your Small Business

How To Market Your Small Business, Problems Solutions and Options

By Alan L Tarr, Master Copywriter

You own a small business – or you’re about to open one – congratulations on both counts.

“But”…you say, “it’s hard to grow”.  Welcome to the club.  Over 7-out-of-10 small businesses are experiencing just what you are, in some degree.  Small businesses and non-profits are struggling to generate more leads, more conversions, and turn a decent profit.  So WHY the struggle?  Is it the economy?  The lingering effects of the pandemic?  Who can we blame for the difficulties in marketing your small business?

I blame me.

Was It Really My Fault?

Well…partially – as a speaker and coach, I…

  • Gave 18-30 presentations, seminars, and workshops a year since 2010…and during the pandemic – none.
  • Worked with or spoke to, and coached over 3,000 small business owners in that pre-pandemic time.
  • Looked at over 1,000 websites and did evaluations of over 240 of them. With the objective data I collected, my internal survey showed over 83% of those websites as “seriously flawed” – with 77% rated as “dangerously inefficient”.
  • In other words, people who visited these sites left quickly and, since they were searching the internet, probably would up at a competitor’s website.

Fortunately for my clients, I developed ways to solve these problems.

Then Came The Pandemic

When in-person seminars and workshops ground to a halt, I was no longer able to help you.  And you are my favorite people – writers, entrepreneurs, and non-profit leaders.  I loved seeing the progress you made in marketing your small business by acquiring a sound basis in the fundamentals of copywriting, marketing and website science.

To tell you the truth, I found I’m not real keen on “webinars”.  I can’t see or hear the attendees and I loved the audience reactions, questions, interplay of a live presentation.  For all, I think it’s a much better experience.  Here’s my workaround.

  • Updated all my presentations – plus new material – into 15 online multi-media Courses, Tutorials, and Toolboxes in Write Like A Madman University.
  • Made over 180 of my original works available free (or in a very few cases, for the outrageous price of $1) through Facebook, Linked-In, and Instagram.
  • Made myself available to answer general questions by email…and for personal, one-on-one, Zoom coaching.
  • Set up a LinkTree page with every important link to my pages, blogs, etc.

This is my solution to the pandemic – and to out-of-state clients.

Now Let’s Get Back To Solving Your Problem

If you have a little patience, I’m going to show you how to market your small business.

  • State the common problems
  • Break down your solution options and
  • Clarify things so you can pick the path that best suits you.

Simply stated, small businesses are challenged with generating enough revenue to cover costs and create reasonable profits – most fall woefully short.

How To Market Your Small Business – Common Problems

Here’s what the research showed.

  • Little or no real, been-there, done-that marketing and writing skills in the owners or key people.
  • Can’t afford the $5,000 – $50,000+ price tags of talented consultants, agencies, or new hires.
  • Limited understanding of how to
    • Create unique and winning marketing messages and campaigns
    • Communicate those messages to prospects through websites, emails, social media, advertising, and content.

Please… don’t be insulted; these are the facts for over 7-out-of-10 small businesses – but there are solutions.

How To Market Your Small Business – Solutions

Here is what most businesses need to create, rethink, or rework to grow – listed in order of priority.

  • Create marketing messages and materials using those messages.
  • Conceive, write, and build – or redesign current site into a world-class, small business website and landing pages.
  • Create content for website, email and advertising campaigns.
  • Map out, implement, and write content for an automated email marketing system.
  • Optimize social-media presence, increase connections, friends and likes, and post frequently.
  • Decide on, create, and implement your advertising mix (i.e. digital, email, direct response, print, radio/TV, signage, point-of-purchase, etc.)

Now, the only question left is who, how, and at what cost, you can accomplish these six critical steps.

How To Market Your Small Business – Options

Now, let’s get into the nitty-gritty of small business marketing success by laying our alternative ways to deal with and solve the problem.

  • Outside Experts can do much, if not all, of these things. They have networks of specialists on call – copywriters, graphics, social media and digital ads, and email system certified experts.  Price is based on how many of these items you need help with, and whom you choose to do it.
  • Hire Individual Contractors – Somewhat less expensive than hiring a consultant or agency, but the trade-offs are:
    • You do much of the searching for the right person or firm. This takes time and a decent amount of knowledge about the work to be done which many business owners do not possess.  Plus (speaking from experience) if you’re handling a designer, a copywriter, and a graphics person…and something goes wrong, each of these contractors have a tenancy to blame the others.
  • Do It Yourself – The frugal way to go, but most often costs more in lost opportunities, ramp up time, and time away from running your business. Most entrepreneurs are experts in their respective businesses – but NOT necessarily in marketing.  Either get help or get some good training.
  • Read A Good Book – I just happen to have my latest book available on my website, at no cost.
  • Comprehensive Training – There are numerous copywriting, marketing, and social media courses available at different sites over the internet. HubSpot, Kate Toon, Udemy, Copyblogger, andWrite Like A Madman University are four prominent ones.  Look for ones that can supply you with all the courses you need…if all you need is copywriting, fine. Look for courses you can take at your own speed…ones that publish sessions every week or two can bog you down for months.
    • If you need or want marketing, website science, and more, your choices will be a bit more limited. Prices can range from under $100 per course to several thousands. 
    • Free courses are also available. Keep in mind though, the free and inexpensive courses are useful to a point, but tend to be less detailed and somewhat incomplete. 
    • Comprehensive Training providers that can offer an unlimited subscription membership to multiple courses, tutorials, toolboxes, case studies and even some live, personal coaching – gives you the best of three worlds.

Make sure you check out all the alternatives; your business deserves nothing less.

TRANSPARENCY Statement 

I am the creator and sole content writer of “How To Write Copy” at Write Like A Madman University (WLAM U).  I designed it specifically for copywriters, entrepreneurs, and non-profits.   WLAM U’s difference stems from its four courses, three tutorials, and seven loaded toolboxes that are 90% focused on how to generate more business by simply changing the words and images you use and the order in which you present them.  My passion is to make WLAM U unique among its peers.  My preference for Comprehensive Training did not, I think, color this report in any way.  But that’s your call to make.]

Your Reward

I hope this article has given you ideas, insight, and incentives to go out and market your small business like a pro. To help in that regard, here’s a couple of those free items of which I spoke earlier.

Learn and Prosper

Listen, I know how many emails you get every week telling you they have the magic bullet that will solve all your business problems – because I get them, too.

I’ve been at this game long enough to know there ain’t no magic bullet.  I’ve written copy and devised marketing strategies for huge international ad agencies as an employed copywriter and a freelancer. My words have helped generate hundreds of millions of dollars in revenues.  I’ve also spent the last 20 years working with over 3,100 small business persons as a speaker, consultant, author, and coach.  Plus, I owned and marketed four successful businesses of my own along the way…including Write Like A Madman University.

I sell courses, yes.  Also, to the best of my knowledge, I also give out more free items than any individual marketing copywriter on the web (over 280 Guides, Articles, Check Lists, Videos and Audios).  All original, written and/or edited by me.

Dig Deeper

If you’re interested in learning more, I invite you to visit  How To Write Copy at Write Like A Madman University If ever you had the idea of taking Copywriting and Marketing Courses online to boost your “How To Market A Small Business” skills…BUT…it seemed like a big risk…please, let me help.

On my website, you can get a 7-Day, All Access Trial Membership to the “How To Write Copy” system for just $1. No auto upgrades. If you love it, you can then enroll. 

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Categories
Copywriting Marketing Marketing Mistakes

“What Are Taglines & How Do They Make You More Money?”

Short answer…Because they aid in name recall and that results in more sales!

Small businesses need good Tag Lines as much as billion dollar brands.  Here’s a quick tutorial on how to create one for your business and an interesting Case Study.

Taglines, or slogans, are short, memorable statements about a company or its products or services.  Along with your name, they are designed to convey a strong message about what the product is and what it can do for your customers.  

A good tag line will differentiate your product or service from the competition while planting your message firmly into the mind of your prospects.  Just about every company should have a tag line.  Large companies, like GEICO, Fosters Beer, Kentucky Fried Chicken, Raid, BMW, and Rolaids have singular lines they’ve cultivated for decades. 

  • GEICO – “15 Minutes Can Save You 15% Or More On Car Insurance”
  • Fosters – “Australian For Beer”
  • Kentucky Fried Chicken – “Finger-Lickin’ Good!”
  • Raid – “Raid Kills Bugs Dead”
  • BMW – “The Ultimate Driving Machine”
  • Rolaids – “How Do You Spell Relief? R-O-L-A-I-D-S” (70+ years old)

Others like Burger King, Hertz, Miller Lite and Coca Cola go through a carousel of tag lines sometimes jettisoning a wonderfully effective and memorable line (a killer message) for a so-so message, just for the sake of change. 

Often this is a mistake.  Keep using a killer message as long as it works.  Early on I was taught the folly of change for change’s sake with this credo, “A killer message doesn’t get stale.  Your prospects haven’t heard it enough yet and your customers believe it.”  Maybe that’s why it’s referred to as a “killer”.

Let’s take a look at some really great lines that were left behind.  Why?  No one seems quite sure.

  • Burger King – “Have It Your Way”
  • Miller Lite – “Tastes Great, Less Filling”
  • Hertz – “It’s Hertz Or ‘Not Exactly’!”
  • Coca Cola – “The Real Thing”

The only thing for certain was…the following tagline didn’t work as well.

Small Business Owners or Small Business Organizations – did anyone ever ask you, “What does your company do?” 

Did you have a short, memorable answer on the top of your mind you could give in under five seconds?  If not, you should have.  Properly articulated tag lines (and/or logos) can be used in a variety of ways.  Websites, letter heads, thank you cards, business cards, advertisements, uniform shirts, signage, etc., etc., etc.

You don’t have to be a big business to use a few of their good ideas.

Small businesses are different from large corporations and national and international brands in many ways. 

One of the most significant differences is that of time and money.  Owners can’t invest months or years and obscene amounts of money building a brand.   Small businesses run ad campaigns, put up websites and engage in SEO and social media to get results.  Now – not in six months.

      So it’s doubly important for a small business to create a tag line that works.  Ideally, it should differentiate you from the competition, relay to the customer a meaningful benefit and do it in a memorable way.  I know that’s a tall order, but the better you do…the better you’ll do. 

Don’t be a scaredy-cat.  You can do it.  Just follow your head and hard and some of these tips.

Try these three steps to create (or recreate) your own tag line:

  1. Find your Unique Message (or Unique Selling Proposition).
  2. Determine the most meaningful benefit you bring to your customers that is not also touted by the competition.
  3. Craft a simple, short, and easy to remember statement that incorporates A and B when coupled with your business name.

Over the years I’ve developed dozens of tag lines for some of my small business clients.  Here is a sampling.  See if you can identify the unique message and or benefit.  (Hint:  It’s really easy!)

Iowa Café (AZ): “Back-Home Cookin’, Small Town Friendly”

Landscape Architect: “Landscaping So Extraordinary, So Perfect…So You!”

NARPRO.com Auto Repair Referral Website*: “Find The Best Mechanic For Your Car” - and – “Love Your Mechanic”

HeliServices, Inc*: “Arizona’s Personal Helicopter Company – Yes You Can!”

Castanza’s Cakery: “We Put Joy In Your Mouth”

R&G Brenner Income Tax Service: “Pay Not A Penny More Than You Have To – Guaranteed!”

Luxury Import Car Repair: “The True Dealer Alternative”

Please…

  • Don’t say what your competitors say.
  • Don’t say something so trite and obvious that no one believes it (like “Best Service In Town”).
  • Do say something real and special about your business.

And now, let’s see what happen even in the world of big business with millions on the line.  Many times the small business owners I work with have a gazillion times more common sense than a Million Dollar a Year CMO (think New Coke…think Bud Light…but just think).

It seems little more than a fantasy now, but once, about 50 years ago, upstart Burger King almost beat McDonald’s in the Burger Wars.

McDonald’s was the first truly successful hamburger chain/franchise.  No one could come close.  Whenever Ray Kroc, the founder of McDonald’s, was ever challenged, he’d focus on, then dispatch his opponent.  This story is about upstart Burger King which, if they didn’t make one of the biggest marketing blunders in history, could have, might have, won the Burger Wars.

Let’s get in Mr. Peabody’s Wayback Machine and go back to the 1970’s.

Products have used tagline (aka slogans) successfully for over 150 years.

A good tagline, when combined with the company or product name, tells the prospect who you are and what you do.  A great tagline will tell – or imply – how you are different and how your customers benefit.  A “World-Class” tagline also needs to be memorable to stick in the heads of the readers.

Such a tagline was created in 1973 by top ad agency BBD&O, and Chris Schoenleb, for Burger King and led to the Burger Wars.

“Have It Your Way” At Burger King.

A phenomenal line that, in four words tells us two things:

  • You can order your burger any way you want, which gives the customer control over their sandwich. (Differentiates Burger King from other franchise burgers – AND gives the benefit of CONTROL to the customer.
  • It implies – rightly – that you can’t do that at McDonald’s where all the burgers were made identically.

This tagline propelled Burger King very close to McDonald’s in the burger wars.  BK was trending up while Mickey D was trending down. 

Then, inexplicably, Burger King abandoned the message that got them there and began a long, slow slide backwards – giving us the biggest burger blunder of all time.

But company they didn’t want to be in.

Burger King ranked right up there with Ford’s calamity, the Edsel.  BK reigned as one of the top two marketing mishaps in modern history until 1985, when Chief Marketing Officer, Sergio Zyman, introduced the world to New Coke. (also known as the “Edsel from Atlanta”.)  This total miscalculation reminded everyone, marketing execs, copywriters, small business owners, even non-profit organizations, of one unbendable, unbreakable rule.

“If it’s working…Don’t’ [M]uck With It”.

I realize only a small percentage of you are engaged in a ‘Burger Wars’ type of business, but you need a crackerjack tagline as much as, and maybe more than, large corporations.

The reason is simple.  You don’t have the widespread name recognition that mega-marketers like Coca Cola, McDonald’s, Apple, Walmart, or Proctor & Gamble have…and you don’t have their budgets, either.  So, you need a short, memorable tagline that tells people WHAT you do, HOW you’re different, and the BENEFITS that the buyer gets when buying your product or service.

Personally, I’d evaluate your current tagline with these three things in mind, ASAP. 

Get a jump on your Website, Marketing, Taglines, and Copywriting with my FREE Copywriter’s Ultimate Checklist.

And, if you’re interested in even more info and free Copywriting and Marketing Content, please check out my website, How To Write Copy” at Write Like A Madman University.  I know you’ll enjoy looking around at all the free Copywriting and Marketing Content.

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Categories
Copywriting Marketing Marketing Mistakes

13 Copywriting Tips & Tricks You Might Not Know

I am happy to provide you with these 13 Copywriting Tips & Tricks taken from my 35+ years as a Master Copywriter and now Head Madman at Write Like A Madman University.

I think it’s helpful to segment these copywriting tips into four categories:

  • The View From 30,000 Feet
  • Headlines and Such
  • Wordsmithing
  • Cautionary Technical Copywriting Tips

With this in mind. Let us proceed.

The View From 30,000 Feet

In this section, we’ll concentrate on those tips and tricks  related to the overall mindset and goals of the copywriter.

1  Copywriters Educate, Inform, and Influence

Your main focus as a copywriter is to educate your customers and prospects.  When done correctly, this leads to an increase in trust…and remember, people buy from people they like and trust.  Get yourself into the mind of your reader and stay there.  It’s not about you.  It’s about your customer. (Also see my article, “I Am A Copywriter”)

2  Be Believable

Copywriting legend (and Original Madman) Bill Bernbach stated “The most powerful element in advertising is the truth.  So don’t fudge, don’t obfuscate, don’t misrepresent, and don’t lie.  It doesn’t do you or your client any good.  (Also see my article, “Copywriters: Be Believable Or Be Gone”)

3  Tell a Good Story

People like stories and respond to them well.  Your story can be as short as one sentence or as long as your arm, as long as it is personal, interesting, and true. (Also see my article, “How To Sell With A Story”)

4  Write Like Your Customers Speak

Listen, I don’t care how educated you are, or are not.  Why? Because your job is to write in the voice of your ideal reader.  What words and phrases do they use?  How “perfect” is their grammar?  Do they occasionally speak in industry “jargon”?  If so — copy them.

Headlines and Such

The copywriting tips in this section deal with the part of your copy that gets read the most – Headlines, Sub-Heads, and Crossheads.  Most people skim websites, articles, emails, or ads first to determine whether they want to read the whole thing.  By having good, attracting headlines, even the 80% who don’t read your whole piece will read the most important parts.  You will have gotten into, at least, one slice of their brain.

5  Headlines

The ad for your ad.  This is the most critical element of your piece, so take the time and care to write it right.  In Write Like A Madman University, we devote an entire toolbox and portions of four courses, to headlines. 

These days – especially on the net, your headline needs to deliver the Benefits to the reader in two seconds or less – which is the time it takes to read five short words.

6  Sub-Heads

Most headlines have a sub-head “attached”.  The job of the Sub-Head is to add facts to the headline that increase the chances of the prospect reading the body copy.

You might come across sub-heads that “refute” a common objection before the reader can think of it. This is an excellent use of sub-heads as well.

Try it.

7  Crossheads

This copywriting tip concern one of the most neglected elements of writing strategy: how to keep the reader reading.  Crossheads introduce the next concept to the reader.  Crossheads are used in websites, emails, ads, and reports when you don’t want to risk the reader’s eyes and attention waning so they may stop reading.  Look at the words HeadlinesSub-Heads, and Crossheads, above.  They are perfect examples of a crosshead used in longer copy.

Wordsmithing Copywriting Tips

The copywriting Tips and Tricks we’ll discuss here are used to make an impression and awaken the mind of your reader.  Additionally, they serve to make your writing more memorable. And, that’s something that’s very important to the copywriter and his or her client.

8  Triples (or the Power of Three)

I don’t know precisely why people recall things better in groups of three than any other grouping.  Think of all the “Triples” you’ve heard and may remember. 

  • “Snap, Crackle and Pop” (Rice Krispies)
  • “The Few. The Proud. The Marines”. (USMC)
  • “Just Do It” (Nike)
  • “Complete – Easy – Effective” (Write Like A Madman University)

Why were there 3 Stooges?  Why did Donald Duck have 3 nephews?  And, why did Daisy Duck have 3 nieces?  And Popeye, 3 nephews?

Next in the line of memorability after Triples, comes doubles…two words or short phrase.

9  Double-Ups

Double-Ups are a Copywriter tip to exponentially increase the power of one word by adding a second word with the same meaning.  Which of the following sentences (for American Express) sounds more powerful, confident, and trustworthy to you?

“When it absolutely has to be there overnight.” -or-

“When it absolutely, positively has to be there overnight.”

Aha!

10  Alan Adores Alliterations

Alliterations are a group of words starting with the same sound.  “Genuinely Great Grapefruit”, etc etc etc.

Perhaps you’ve heard of Frosted Flakes, and Cap’n Crunch. Even the title of this article uses the words “Tips & Tricks”.

Early in my career, I wrote the most “expensive line” I could imagine. It was for a new, sleek sports car. The line was: ”It’s for going fast, going far, even for going formal”. 

So, why was it expensive? I got paid $600 for my work with the team, but I was so taken with the product, that I went out and bought one for $5,100! (In 1973 – that was a lot of cash for a young copywriter.)

Cautionary Technical Copywriting Tips

Our first ten Copywriting Tips and Tricks were all positives.  Do this…and you’ll succeed.  Now, I come to the part of this article where I must caution you NOT to do something or three. Or heaven help you.

11 Eradicate Polysyllabicism Immediately

How about this crosshead title?!?  I use it to make my first caution.  DO NOT use long 5, 6, 7 or more syllable words – unless they’re generally understood (like Delicatessen).  And…DO NOT use unusual words whose meaning are not generally understood words by your target readership (like Prolix) – unless you’re using it for memorability or emphasis – and the exact meaning is not important.  Examples: would be “rigamarole”, ‘Huckleberryfinn-ish”, or “gobbledygook”.

12  Watch Your Margins

On a piece of paper, this warning would not be necessary…but…since much of the copywriter’s work goes on to the internet, websites, emails, etc. the margins become something to consider. 

Most readers generally learn to read from, newspapers, magazines, and books.  Newspaper and magazine columns contain 30-45 characters, books average about 50-60.  Why then, do people put lines of type (copy) on their websites from one side to the other…sometimes 80, 90, 100 or more characters.  People and their eyes are not used to reading lines that long.  And when they tire, they stop reading – and you are the loser.

So, move the margins in, or increase the size of the font until you have no more than 60-75 characters per line.

13  THIS SENTENCE WOULD BE A NO-NO IN YOUR BODY COPY

Ditch ALL CAPS for most writing.  Caps are great for emphasis (see preceding sentence) or for SHORT Headlines.  Otherwise forget it.  ALL CAPS are harder to read than the traditional mixed upper case-lower case sentences.  If you want to keep your readers reading, lose the “all caps”.

Want an example? Which of the words below can you most easily read?

PSYCHOLOGICAL

Psychological

Which did you choose?

Well, my friends, that’s all lucky 13 Copywriting Tips.  Somewhat earthshaking. And, maybe a “tich” startling.  But good, solid, tried-and-true advice for emerging writers and reminders for us “experienced” practitioners of this wonderful art/science of copywriting.

Want To Know The Secrets Of The World’s Best Copywriters?

Many budding copywriters and business owners need help in crafting branding statements, advertising, online web copywriting and content, press releases and the like. 

I encourage you to find a good branding strategy consultant and/or professional copywriter who can take what’s in your heart and your head and put it in a way that will let you reach your goal of educating your prospects, allowing them to conclude they would have to be raving lunatics if they didn’t do business with you. 

So, if you’re looking for a good online digital copywriting course, kindly check out Write Like A Madman And Make Money Like Crazy, my 13-Video, 30-piece multi-media Signature Course.  I invite you to sit in on video Session 1, just to get a feel of it.

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Categories
Copywriting Marketing Marketing Mistakes

The Worst Marketing Mistake Ever

The Worst Marketing Mistake Ever?  Am I serious?!?  I am.  Truly.

Let’s start with a very short quiz and put this all in perspective.

Which if the following is the MOST critical part of your marketing?

  1. Digital Marketing driving traffic to your website or landing pages
  2. Automated Email/CRM System
  3. Lead Generation
  4. Free Content/Blogs
  5. A Unique, focused Marketing Message and presentation structure
  6. Cutting-edge Website Design
  7. Money

Answer will be revealed in this article

The One Mistake That’s Destroying Your Sales

Just STOP.  Stop right there.  Stop making the same mistake as thousands of small businesses are making right now.

What’s the mistake?  Misunderstanding the one aspect of your business marketing that makes the rest of your marketing work.  I’m talking about choice (5) A Unique, focused Marketing Message and presentation structure.

How many of you got that right?

How Can I Say That?

Allow me to explain. (Those of you who got it right and are satisfied with the results of your marketing can stop now and leave early – although reading to the end couldn’t hurt).

This next statement is critical to your future success.

“Operating without a unique and powerful Marketing Message will weaken every other aspect of your marketing strategy.”
  • When your digital marketing drives people to your website or landing page, that page WILL NOT CONVERT in any way near what it would with a Unique and Powerful Marketing Message on it.
  • Your Automated Email system will be sending emails to people who, for the most part, are not fully convinced of the benefits of your product or service without the Message.
  • Your lead generation efforts will under-perform because those coming to your website or landing page won’t get that “Aha! Moment” where they say to themselves, “I’d have to be a raving lunatic not to do business with these people”.
  • After reading your blogs, people may want more information. If the message they’re receiving is lackluster and not properly written and laid out, the result will be the same…limited conversions and a much higher cost of customer acquisition.
  • No matter how modern, slick, or pretty your website, if it’s not “delivering the goods” (your Message) you will simply have one of millions of ineffective websites generating disappointing results.
  • Money? Yes, money.  I’ll wager more than a few of you thought money can be the determinant of success in marketing.  It is not.  A huge study by the prestigious Wharton School of Business of the University of Pennsylvania concluded that “Message is more important to the overall success of your marketing than is how much money you spend.”

Now that you know all this, let’s get started on the positive track of increasing the effectiveness of all elements of your marketing, by creating a Unique and Powerful Marketing Message.

Let’s Set the Scene

Try this…let’s say your own a restaurant called Our Place, and a couple new to the neighborhood asks you, “A restaurant?  Wow!  How’s the food?” 

Your response is, “My family has owned and run Our Place for 32 years.  We’re open every day for lunch and dinner.  Comfortable seating, plenty of parking, affordable prices make Our Place and the kind of place you’ll want to bring the family again and again.”

What’s the chances that your “Elevator Pitch” answer will entice them to give you a try?  In my estimation – less than 50-50…perhaps a lot less.

Give Prospects The Information They Want and Need

So, did you answer their question?  You did not.

They asked about the food, you answered with everything but.  So, what does this little example this have to do with your business and your Unique and Powerful Marketing Message?

Everything – because your answer (Message) was neither unique nor powerful.  It was a dud, a bomb, a waste of time.

Your Unique and Powerful Marketing Message

To begin creating your Message you must put yourself in the customers’ shoes.  What is the most important thing when choosing a restaurant?  Right…the food.

Your message needs to communicate what the customer is most interested in.  It’s NOT about you.  It’s all about your customer. 

  • Give them the answers to what they want to know about your business – and your chances of attracting and retaining that customer go increase exponentially. It’s not rocket science. 
  • But you must understand what the customer values most about your business. How about saying, “If you’re looking for homemade Italian specialties made from my grandma’s original recipes, with fresh, quality ingredients and served with pride and love, you couldn’t do better than Our Place…and when you come in look for me and I’ll give you an appetizer or dessert to welcome you to the neighborhood.”

Okay…now what’s the chances of these folks patronizing your restaurant.  I’d make the odds 80-20 at least.

Your Unique and Powerful Marketing Message Checklist

Your website, landing pages, advertisement, social media, emails, and blogs (marketing pieces) are there to communicate your message to your prospects and customers.

Here’s a quick, 8-point checklist for creating that powerful message:
  • What’s unique, different, and better, about your business compared to your competitors?
  • What are the top three needs, wants, or problems your prospects hope you will fulfill or solve?
  • What are the benefits your customers will get when doing business with you?
  • Do the benefits match up with the needs, wants, or problems?
  • What third-party social proof can you provide to reinforce the idea that you’re the company they want to do business with?
  • Do your marketing pieces contain…
    • A headline and/or main image that interrupts and attracts?
    • A motivating offer or offers?
    • A solid risk reducer?
    • A well-worded call to action?
  • Is your message written so that it is…
    • Clear?
    • Concise?
    • Conversational?
    • Customer-centric?
  • Is your message structured so that one thought – or concept – leads smoothly into the next, building the case for your business, and bringing the reader (or listener) to your call to action?
Use this outline to template your Unique and Powerful Marketing Message and you should see an uptick in clicks, conversions, and sales.
Truthfully, everything in your marketing tool belt is dependent on the words and images you use and how well you use them.

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Also, see my related article, The Better Elevator Pitch.  

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