One exercise I find organizations do not do is to build that one consistent message. This is the message that is used by every member of the company. This is more than the mission statement, although the mission, vision, purpose and value statements are used to develop this message.
This message speaks about the company in a memorable way – through the eyes of the prospect!!!
I am certainly not suggesting that people speak this message by rote. There are specific _____ that set you apart in your industry. Explore and discover what those differentiators are for your company and you. Build your message on those and teach your employees how to use it when they are representing your company. This will position you in the mind of the listener before they have a chance to form THEIR own opinions about what you do. Use plain language and avoiding industry jargon; keep it simple. Once you slip in an acronym or use words beyond the fifth grade level, you will risk losing your listener.
Avoid using trigger words like best, unique, expert, number one, “put our customers first”, etc. These all sound great to you, but trigger responses in your listeners that can be negative. Don’t sound like a bad used car commercial! Tell a story instead. Give them the before and after picture of what it looks like to work with you. Tell them what you really do…not the Features & Benefits list of your company.
- Are you a problem solver?
- Do you develop business?
- Do you grow business?
Take a few moments and right down –
WHAT DO YOU DO? _____________________________________________________________________________________
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This exercise can be done with a group of employees in your business. Use the group to develop this core message. By going through this exercise you will solidify the core message inside of them. They can use it in all sorts of settings outside of traditional BD.
Review what your customers have said about their needs and problems
Develop sentences that include this information using the emotional words/phrases
Develop a story using the before and after theme
Develop one for every problem or need you address for a customer
Who is your customer? What is the demographic, geographic, and psychographic of your idea customer? The more you can isolate this, the easier it becomes to identify when a prospect is “standing in front of you.” It will also help you develop the marketing plan more specifically as well as increase referrals. Think about your current customers and write down a list of their unique qualities. Think about your wish list of customers you don’t have but would like to acquire this year. What do they have in common? Write this down as well.
WHO YOU DO IT FOR?
_____________________________________________________________________________________
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Within the group, brainstorm ideas. Distill these down to some specific channels that your company can serve.
This next section is where you need to spend some real time. It is too easy to fill this with trigger words that may sound like you are overinflating your credibility. Start with the basics.
What is your background?
How long have you been in the industry?
What is unique about your company? Remember, avoid filling this in with ideas that may sound meaningless to the prospect. If you are not sure what those unique things are about you and your company, ASK YOUR CUSTOMERS!
Take time to write about this. Show it to a few people who understand you and your business. Be open to honest feedback Continue to massage this part of your message.
This section can be developed for everyone in your company. Each person has their own qualities that bring value to your company. One solid statement that is repeatable can be developed about the company. This can be found in emails, marketing materials, website, verbal messages, etc.
WHY YOU?
_____________________________________________________________________________________
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There you have it, your core message. Be proactive and develop this message now. Start your 2015 by cleaning up your marketing message – it will pay dividends by the time 2016 rolls around!
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