Most businesses have a message that sounds clever but doesn’t get people to buy. If your message doesn’t spread, customers won’t connect. Today we’ll discover 7 parts of a marketing message that spreads to help your business grow.
Why Your Message Matters
Your message is the heartbeat of your marketing. Many businesses have a message that confuses people, hurts sales, and depletes impact. When your message doesn’t spread your business won’t grow.
Most businesses think they have a message, but they really just have a mess. Using clever, impressive, or flowery language might make your ego feel good for a moment, but it will confuse people and make your customers walk the other way.
Your message is your voice.
When your message is laser focused it’s able to spread like wildfire. The more specific you’re able and willing to be with your message, the more the right people will care and tell others on your behalf.
However, don’t ramble. When you ramble to your customers, you are repelling them. You likely know A LOT about your industry and your company. However, you don’t want to drown people with your knowledge.
Your message is doing this to your customers right now:
Your customers don’t need or want everything you know all at once. Give your customers a small cup of water, so they’ll want to come back for more.
7 Components Of A Message That Spreads
Let’s look at the 7 components of a message that spreads. Each of these could be just a couple words, or phrases. They could also be an entire sentence or paragraph. Focus less on the length right now, and more on the overall story being told through your message.
1. Prospect
Who is your target audience? Your ideal customer? Identify them with one word or phrase. Include that phrase at the beginning of your message to quickly get the attention of the right people.
2. Promise
What does your Prospect want? What is the core promise that your brand delivers on to meet a key desire of your Prospect?
How can you paint a picture of this promise to make it more visual, more real, for your Prospect? The clearer the image you paint in their head the more likely they are to move in your direction.
3. Problem
What problem is standing in your customer’s way of getting what they want?
There is often an external problem and an internal problem needing to be solved. An external problem might be something like, “lose 20 pounds of body fat.” The internal problem might be, “feel confident and happy about yourself this summer.”
Identify your Prospect’s external problem holding them back, and their internal feelings about that problem. Then amplify it in their minds to highlight the pain their problem is causing in their lives. The bigger the problem the more valuable your solution will be.
4. Professional
You, your brand, or your company is the Professional, acting as the shepherd to your sheep. The Professional should assume the role of a guide in your customer’s journey.
Your message should introduce yourself as the guide by starting with empathy. There’s a famous quote that says “people don’t care how much you know until they know how much you care.”
Show your Prospect how much you care by relating with their pain and letting them know that you understand how they feel.
Next, briefly highlight what makes you an authority in your field. Mention how you’ve helped others solve this problem, and some of the types of people or organizations who trust you.
Don’t spend too much time talking about yourself. Just enough so your customer knows you truly understand their struggle and you are truly able to help them.
“People don’t care how much you know until they know how much they care.”
Zig Ziglar
5. Process
What is your Process to help the Prospect overcome their Problem? This is usually the method you use to help them, or a 3-step plan you’ve laid out for them to work with you.
You can mention your product’s name as part of your process. However, focus more on what the solution IS and less on what the product is CALLED.
6. Promotion
What does a successful outcome look like for your Prospect after they follow your Process or use your product?
How does your product promote their life to the next level? What does that Promotion look like? What does that Promotion feel like? Invite your Prospect to imagine what their life will be like once they’ve solved their problem with your product.
Your message should bring a lot of attention of what life can look like with your product.
7. Proceed
Finally, your message should be crystal clear what action your Prospect needs to take next to get started. This is often referred to as the Call To Action.
Buy Now. Schedule A Call. Submit Application. What literal next step does someone need to take to get your solution?
Benefits Of A Winning Message
The components of a winning message mentioned above don’t have to use a lot of time or words. In fact, most 30 second commercials include each of these components in them.
If you’ve ever seen an ad or heard a sales pitch that left you scratching your head afterwards, it’s likely that they didn’t include at least one of these components.
When you create a marketing message that spreads, you can expect greater success for your business. Some of these benefits can include:
- Deeper customer connection
- Longer customer loyalty
- Your message will spread rapidly with less advertising money
- People will gladly talk about you to their friends
- An increase in sales
- The ability to have a greater impact on the lives of others
Crafting a message that spreads like wildfire is critical to skyrocket your sales and grow your business.
Take Your Next Steps
It’s time for you to take action on what you learned here today. Start with the next steps below to move your business forward.
- Leave a comment below about how this post helped you.
- Follow the steps in this post to help your message spread like wildfire.
- Grab our free training below and accelerate your business even more.
