What You Say and How You Say it Can Make or Break Your Business

Author: Beryl Powell

In a conversation, your response to the question “What do you do?” will determine if the conversation continues. The first paragraph on your web site determines if a visitor will stay to learn more about you or leave.

The marketing messages you deliver to your audience should clearly state the results your clients will achieve by working with you, and distinguish you as the solution to their problems. Your marketing messages should also show your uniqueness.

There are six messages you must have in your marketing arsenal:

* Tagline – a few words that sets your perceived image.

* Elevator Speech – a 3.5 second message that tells what you help your clients achieve.

* Compelling Marketing Message – your main message that speaks directly to your target market; it shows you understand their problems and are the perfect solution to solve their problem.

* Your Story – a statement that tells your ideal client what drives you to do what you do and why you are choice they should choose to solve their problems.

* A Reason to Buy Now – a statement that tells your ideal client why they should buy what you are selling, and why they should buy now instead of later.

* Call to Action – a statement that tells your listener or reader the actions to take so they can take advantage of what you are offering.

Each marketing message should be able to be delivered individually, and as one conversation.

Your marketing messages should come from the client’s point of view and highlight the value you provide to the client,so when you create your messages use words that focus on the client’s problems and the solutions they are looking for. Start by asking yourself a few questions like:

* What do you help your clients achieve?

* What value do you bring to your client’s business?

* What or how do your services allow your client to exist, perform or behave?

* If your client was telling one of their clients about you and your business, what do want them to say?

* What impact do your services have on your client’s business and life?.

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