Why Your Marketing Messaging Matters

You’ve created something unheard of. You’re passionate about it. You believe in it. You’ve also spent an insane amount of time figuring the whole business out down to the tiniest detail. By now, you can talk about it for hours — and to top it off, it actually is a great idea.

But for some reason, you can’t sell it. So, what’s the problem?

It’s the not-so-simple issue of communication. Of course, you understand your idea, but you've also spent hours, months or years living your project and exploring every avenue. Your future clients haven’t, which can lead to some frustrating interactions.

In many instances, the problem lies in the explanation. We often get so caught up in our idea — our baby — that we get too focused on over-explaining the gritty details and not the overall problem the solution is solving. Overly complex explanations, vague buzzwords, and too much wordiness can cause your client to hesitate. And when you are just starting out, you probably need them more than they need you.

Learn how to communicate your idea in terms your client will understand.

For starters, be aware of industry jargon and communicate the benefit of your solution in a way that makes sense to your audience. As a marketing specialist, I understand what the terms SEO, capital spending, Google Analytics, website flow and function mean.  I understand the difference between SEO and SEM, time vs. money capital and what relationship marketing really means.  But, my customers more than likely don’t or else they wouldn’t enlist my help.

So, instead of saying, we’re going to help with SEO, I explain that we’re going to take a look at key words that people typically search for when they need or want my customers’ product or service. I explain that there is research to back how a person’s eye travels over a website. I show them the difference high-quality pictures make when relaying their message.  Basically, as a service provider trying to attain customers, we need to take a page out of Joe Miller’s playbook.  In Philadelphia, the attorney says, “Now, explain it to me like I’m a four-year-old.”  

That may seem a little young, but the premise is right.  People want things spelled out in simple terms.  I have a problem, what is your solution?

How do you come up with correct messaging?

After some U-turns, dead ends, and sometimes three right turns, you will be able to refine and create clear product messaging. But it takes time.

First, try coming up with simple explanations and testing the response from different clients, taking notes on what worked, what was confusing, what got their attention, and what should be immediately thrown out. Then, think about why this is the case.

You can also test your company's messaging is when hiring new employees. Based on their own pre-interview research, do they know what you do, and does it make sense to them? Does an outsider with general industry awareness understand what your business does, and how it is different? 

Looking at basic things like this are a quick and easy way of testing your messaging.

When you finally get it right, don’t stop.

The landscape is always changing, and because of the importance of communication, your messaging should be something you continuously try to optimize too.

Messaging will differ based on the audience that your company targets as well.

Owning a business and perfecting your message takes time.  You need to become familiar with the industry, the competitive landscape, the needs and desires of your potential customers.

Remember, it doesn’t matter how well you understand what you’re selling. If no one else does, nobody will buy.  If you need help with your messaging, contact us today!