It’s a noisy world out there. It is very difficult to stand out from the noise. Your marketing message has to connect at the right time with the right impact.
One of the things that can take some time is to focus your message. It typically is an evolution which takes time. Some of our clients have to persevere through many months as they hone in on what resonates with their customers. The battle for the mind is fierce. Customers are really good at tuning out the noise.
Once you do find the right message, your marketing has to be consistent and frequent to make an impact to position your brand.
You may be struggling to get heard. Here are some areas to focus on to get clearer and focused:
- Identify the core. What is the core thing you are known for? If you are talking about everything you can do, it can dilute your message. Ask your past customers. Ask them what they think of you regarding your products or services. You might be surprised by what the perception is. That one thing should help you build on your message.
- Provide expertise. Talk about what you know and use it to help people. Your thought leadership and advice helps to solidify your authority and credibility.
- Remove distractions. You may have many other great features, but see if you can eliminate what is unnecessary. It is not an issue that they are bad. The battle comes between good and best. Don’t allow the good to squander the rightful focus on what is best.
- Separate brands. If you have competing messages, create another brand. This can be via product lines or even companies altogether. Recognizing how messages relate or differ is critical for distinguishing your brands.
The right message takes a lot of work. Your customer can identify it when you present it clearly and in a focused, consistent way. The hard part is avoiding the noise.
What is your marketing message today and how can it be further focused?