Deliver a Clear Message

“Message a clear deliver!”

Do you understand the message in that sentence? Perhaps, but you really have to work at it. We know that in business, you don’t want people ignoring your message. Or worse … annoyed customers. It’s easier than ever for customers to miss your message. Consumers receive about 3,000 marketing messages per day and your message is competing with all those other messages.

Getting your message noticed boils down to three simple concepts:

1. Know your audience and offer them something relevant and compelling.
2. Deliver your message multiple times in different ways.
3. Ensure your message is consistent and that you can stand behind your offer.

A great marketing message is one that your target audience hears, understands, and acts upon:

• Deliver one message at a time. Your audience will tune out if you hit them with too many things at once. Look at these examples. What is FedEx known for? Overnight delivery. Wal-Mart? Low prices. Being well-known for one thing is better than not being remembered for anything.
• Position your message as the solution to your audience’s problem. People are most receptive to messages about them and their problems. Tell them you have the solution to their problem and they will listen.
• Promise only what you know you can deliver. The old adage is still true: under promise and over-deliver. Don’t make claims you can’t back up. Failing to deliver on your promises is a sure way to lose credibility and repeat business.
• Set yourself apart from your competition. Why should the potential customer do business with your company? Is your product made better? Is it lower priced? Do you have faster delivery, or a better warranty? Let your audience know why you have the superior product.
• Get your message out repeatedly. Your target audience needs to see your message different times in different ways. The goal here is not to annoy your target audience, but simply to remind people you are there, so when they’re ready to buy, they buy from you.