People receive thousands of marketing messages daily through TV, radio and of course the ever-on internet now available on desktops, iPads and smart phones. Every time you glance at Facebook, you likely absorb a marketing message. How then, as a small business, can you cut through the noise and reach prospective customers with a meaningful message. Here are three tips to keep in mind when you create your marketing materials, or draft your unique value proposition.
Focus on benefits
To write the best marketing messages, you have to step out of your own shoes and into your customer’s. This can be hard sometimes, when you’re intensely involved in a project, seeing things from someone else’s eyes can be hard. Still, your marketing messages need to focus on the benefits you offer. Be careful not to confuse benefits with features.
Features describe the product or service, in terms of what it does. Benefits are the end result that the customer experiences by using the product or service. In other words, explain how it solves their problem and makes their life better.
What’s in it for me? is the main question that we either consciously or subconsciously ask ourselves when we encounter a marketing message. If we don’t receive the answer quickly and satisfactorily, we quickly move on.
Narrow your niche
To have more meaningful conversations with prospective clients, choose a more specific sub-set of the market. For example, if your products appeal to an age group that stretches from twenty-somethings to over fifty, focus on one small part of that spectrum, such as customers in their early twenties. Though it is counter-intuitive sometimes, limiting who you market to actually usually leads to an increase in business – this is because you can actually speak directly to your audience this way. You can speak to them in their language and your message will be impactful, and therefore they will be more likely to actually listen.
Knowing your customers inside and out
Knowing your customers well (who they are, what they need, what they buy, how they buy and how they feel) is one of the most important success factors in your business. This you’ve heard hundreds of times. Knowing your audience well is the foundation for growth. It takes time, patience and some internet savvy to properly research your market, but it is the very first and most important step to building a business.