Nine out of 10 small business owners struggle every day with the climb to ultimate success, and many of them know their marketing efforts could be better. That’s one area entrepreneurs can approach with confidence once they break down the components of their message into internal and external elements.
The internal marketing message is what you prepare in order to get clear about who you are, the problem you solve, the solution you offer, and those you’ve designated to solve problems for. Knowing who you are and what you do before you develop your marketing is essential to conveying a message that is equally compelling and action focused, meaning the reader of the message is ready to take action to go to the next level with you.
So, how does your current marketing message stand up? Take this quick quiz. How many elements in the list below can you describe (as it pertains to your business) in one to three sentences? See how you score at the end.
Your Internal Message includes:
- The top-of-mind problem you solve
- The results you achieve for your clients
- Your credibility and record
- Your Unique Selling Proposition (USP)—something only you can offer.
- Your “why” story—why you feel led to do what you do.
- Your signature system—your own unique way of solving problems for your clients that yields results every time.
Your External Message includes:
- Your Power Statement—a one-sentence description of who you help and why, formulated as, “I help X do Y so that Z.”
- Your 30-second commercial—a longer description including your USP and motivators. This is shared only when prospects ask to learn more after hearing your power statement or when you have at least 10 minutes to follow-up and talk about what you do.
- Your tagline—consists of a 7- to 10-word description of what you do that goes on your website and business cards. Hint: it starts with a power/action word.
- Your marketing titles/headlines—how you get people to take a second look at your “stuff.” Juicy titles make prospects salivate and trust me, you want them salivating.
- Client magnet marketing questions—the “lead in” questions that prospects should answer with a “yes.” Use the formula: Pain, Pain, Pain, Glimpse of Hope, Expert Lead In.
- Your client magnetic free offer—the sample of your work that you offer so prospects get to try you before they buy you. These samples can lead to massive results for your business.
- Your marketing materials—the collateral materials you hand out or post for others to learn more about you. When your internal message is succinct, the creation of these materials is very easy.
As you can see, there’s a lot that goes into your marketing message to ensure its effectiveness in the marketplace. However, each one plays a critical part in marketing your business in a way that keeps your client pipeline full.
How did you score?
1 to 4: You need help, NOW!
4 to 7: So-so, now you’re beginning to think like a marketer
8-10: You’re closer to making marketing magic than you think
11-14: Get excited, you’re ready to create a marketing message that is magnetic!