First things first, you need a core message for your business brand or personal brand. This is non-negotiable. Here’s why…
As a new female entrepreneur, especially if you are running your very first business, it can be difficult to stand out. It almost always seems like there’s someone doing the exact same thing you are doing, and seem to be doing it much better than you are.
You’ve written and rewritten your website copy a million times because it always seems like you’re missing something, or like your business is missing that oomph.
Well, here’s how to get that “oomph”.
You need a way to stand out among your competitors in a way that not only attract your future client’s eyes but reinforces the belief that you are their perfect fit.
>>You need a core business message or AKA your core branding message
Here are the 3 things you need to craft a core message/branding message:
1. Your Why
This is the emotional reason behind your business, it’s why you do wat you do, it’s what your clients would connect with on a deeper level. IT’s the reason why even if your product or service doesn’t 100% provide what they’re looking for, they would still choose you.
- If you had all the money you needed to cover all your financial problems why would you still be in this business?
- What motivates you?
- What are you passionate about?
- What experiences lead you to start the business and drives you out of bed to help your clients?
Your why comes from your past and current experiences whether positive or negative, professional or personal. It’s the story you always want to tell to your client, to let them know that you can relate and emphatize with them.
2. Your Value Proposition
Your business is not all about you, you are the founder of the business and your entire job is to continuously provide the best experience you can to your client. But who is your client and why should they believe that you get them?
Your business core message must include:
- What is your business unique selling point?
- Who is your business for?
- What do you offer them?
- What do you bring to the table that your competitors do not?
Here is the secret formula for creating a value proposition for your business
- FOR ……… (target customer)
- WHO ……… (statement of the need/opportunity)
- OUR ……… (product or service/category)
- THAT ……… (statement of benefit)
- UNLIKE ……… (closest competitor)
- OUR OFFER ……… (primary differentiator)
Put it together to form a sentence and viola! your good to go.
Here’s the sentence structure, once again:
For (target customer) who (statement of the need or opportunity) our/my (product/service) is (product category) that (statement of benefit). Unlike (closest competitor), our offer (primary differentiation).
It goes without saying that your clients are the backbone of your business. Without them you have nothing, all you have is an idea that is rapidly burning through your money (i.e. Your business overhead expenses).
You cannot create a core message for your business without factoring in your clients and their needs,
Your client is coming to you because there is a glaring problem and they can no longer ignore it, and they want a change, they want it fixed.
Here’s what you need to know about them
- Who exactly is your client, if you were to spend your precious money on ads who would you target?
- What is this problem that is bothering them?
- What is stopping it from being fixed despite the numerous information and resources available online for free? Is it lack of knowledge? is it misinformation? is it overwhelm from the many resources online often conflicting with each other?
- How has this problem disrupted their life?
- Is it a small issue that can escalate into something huge?
- What have they tried in the past and why didn’t it work? Or is it a scenario of putting a band-aid on a bullet wound?
Once you know these 3 things, start incorporating it into your sales and marketing messages. It must be reflected on:
- Your website
- Your blog/vlog
- Email campaigns
- Social media posts
- Sales funnel, etc.
Aim as much as you can for consistency, and make sure your core message is about your clients and future clients than it is about you.
Comment below if you have any issue with putting to practice any of the 3 things you need to craft a core message/branding message. Or Book a 1Hr hand-holding session with me and we’ll work on this together
Talk to you soon!