Technology is moving so fast, you must understand and optimise every interaction with potential customers in a way that establishes positive, emotional responses to form meaningful relationships with your business, brand and message.
Getting the brand message right for what your business offers is vitally important. Not only does it provide the basis for your personal relationship with your customers; it answers the question foremost in every potential customer’s mind: Why should I buy from you? Over time, these customers can become your best marketing advocates and promoters.
How do you create the right brand message? The focus is “social” and where you can, to project your fabulous personality into your brand message. Any unique and authentic brand message must be simple. If you can’t explain it simply, then you don’t know enough about what motivates your customer to buy. The step then must be to research your ideal customer, create a profile of who they are and write specifically to them.
As I have said many times before, ‘benefits’ and not features will always grab your target audiences attention. Your brand message should demonstrate that you understand your customers situation, either the problem they need to solve or a want they must have, – the “benefit’ to them. You can then construct an offer that helps them to address their situation. Approaching it in this way could be the single deciding factor for them choosing your business offer over someone else.
Finally, without trying to sound like a broken record, people like to buy from people they know, like, and trust. Building trust begins with sharing your story, and showing your values, so you attract prospective customers who can relate to you. Explaining why you do what you do, helps them understand what it’s like to deal with you and trust you.
In today’s crowded marketplace, with new competitors emerging from around the world, distracted audiences, and almost saturation marketing of products and services; it is more important than ever to ensure that when you have the attention of a potential customer, you are able to offer a compelling and authentic reason for them doing business with you.
I’d love to hear your thoughts? Please feel free to leave a comment or question below.
About the author: Teresa Bassham is the Boss Lady and Chief Coach of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to create their authentic marketing and brand message, attract more ideal customers and create a marketing plan to achieve success. Please contact me if you’d like help creating your brand message on social media. Visit my website for free resources and subscribe to weekly e-News updates on all topics related marketing.
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