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Getting Your Marketing Message Across by Robert Middleton
One of the people in my current Marketing Action Group had been struggling with her marketing message. Nothing was really working. But finally she applied some of my ideas on creating a marketing message and told someone the story of a recent client success.
And the immediate response was: "Wow, I need your services. Will you work with me?"
And the great thing is that it wasn't a fluke. Now almost every time she uses the message, people want to work with her. Hey, her message was so great that I even decided to work with her!
How do you create a message with substance? Here's a 5-step process that will work for you.
1. Identify your ideal client
Your message will not work for everyone. You need to be clear exactly who your message is for. Who can you help the most? Who do you understand the best? Where do you have the most experience? Think all of this through and develop your message specifically for this ideal client.
2. Identify a client challenge
What does your ideal client want to do but doesn't know how? What's missing for them? What are they struggling with? What is confusing or frustrating for them? Clearly articulate this: "I work with these kind of clients who have this kind of challenge."
3. Identify a service and outcome
What specific service could you offer to address the client problem and provide a desirable outcome? Keep it simple: "I offer this kind of service and when clients use this service they will get this result." A service without a promised outcome is a waste of time.
4. Prove you can deliver the outcome
If you a haven't offered this service before, then find an ideal client and perform it for them. If you need to cut your price or even offer it free to validate the outcome, so be it. But you need to be confident you can produce that outcome consistently.
5. Use your story as your message
The most powerful marketing messages are simple stories that demonstrate that you delivered a desirable outcome. "This was a client who came to me. They had this frustrating challenge. I implemented my service. These were the results."
Here's an example of a life coach who followed these suggestions - here's her marketing message:
Copyright Robert Middleton of Action Plan Marketing. Please visit