Step Four - What’s your message?

You know your core, selling proposition; you know what your ideal client looks like; you even know how you compare to your competition.

The next step is to build a bullet point list that identifies what your marketing message is. If you had multiple selling propositions or statements in step one, then you’ll need to create multiple messages as well. They’ll likely have a lot of overlap but you need to know what you’re going to say to each audience.

The end result of this step will give you more consistent marketing messages that build on each other. You’ll deliver a professional branding message that tells a story and positions your services right where they need to be for your greatest chance of success.

Mixed Messages Will Derail Your Marketing

The greatest rock music ever created was written in the 70’s and Grand Funk Railroad was one of the best, that’s a given.

What was their selling statement? The funkiest, coolest music you’ve ever heard!
Who was their ideal client? White males, ages 14-18 who wanted to be non-conformists.
What was their message? “Time Machine”, Mean Mistreater”, “Inside Looking Out”, “Feelin’Alright”, “I’m Your Captain” What more did they need!!!

Why aren’t they as famous as the Stones? They wrecked their brand! It started with “We’re An American Band”.
Was that song true to their selling statement….NO! It had a jingle like tune, stupid lyrics and became a pop hit. Not funky or cool.
Were they marketing to their ideal client? NO, we didn’t want to be part of the establishment. Pop charts were a huge turn-off to their loyal customers.
Did they deliver a consistent message? NO, they had been and we might have forgiven them one blunder but then to add insult to injury, “Foot Stompin’ Music” was released and Grand Funk Railroad chugged off into history.

Your brand is critically important and you have to constantly evaluate and protect it if you want to produce the best possible results.

Here’s an example of a marketing message list. I have different audiences to deal with when marketing The Vernon Company. I identify them as customers, salespeople and recruits. Our message to each audience is a little different. This is my bullet point marketing message list for our customers.

• Expert advice from a national network of professional sales consultants.
• Promotional product programs designed to solve complicated business problems. For example, brand awareness campaigns, new product launches, safety and service programs.
• Vernon exclusive products - calendars, apparel and gifts.
• Brand name merchandise like Nike, Cutter & Buck, Swiss Army, Bic & Papermate
• Online ordering at our website – over 5,000 products from Vernon and preferred suppliers. Requests go directly to your Vernon rep.
• Fulfillment services – in-house fulfillment center with secure storage.
• Product research – dedicated in-house staff using the latest web-based system.

These are the messages we strive to get across in our marketing communications with customers. The list doesn’t have to be long or complicated. You’re looking for those nuggets that are foundation of your brand and define what you bring to the table.