In the marketing world, consistency and clarity go hand-in-hand as the primary tools for attracting and keeping clients. You’ll never earn the attention (or trust!) of your audience if your message is a mixed bag of seemingly random personality, tone, and content.
By carefully crafting your marketing message and keeping your message consistent with who you are and what you offer, you can strengthen your brand and influence more prospects to buy.
The reason is simple: when you keep your marketing message even-keeled, your prospects can readily grasp your value and “get” your message quickly without any confusion.
Hence, you speed up the sales process.
How exactly do you make sure your marketing message is consistent across all mediums—from web copy to verbal interactions? Take a look at these easy steps, and you’ll be on track to deliver a reliable marketing message every time:
Define your brand. Before you start writing, identify who you are as a company—what your values are, the promises you make, and the personality you convey. Getting clear on what is at the core of your brand will help you identify what your messages should deliver. If you need messages for a marketing campaign, map them out so you’ll know exactly what kind of messages you need.
Watch your vocabulary, images, and voice. Ever notice that everything has a certain “feel” to it? With language, different words strike different chords. Some connote highbrow intellectualism, while others feel more like stripped down and colloquial. The same goes for image and tone—they all invoke different responses from your audience. Be sure you select words, images, and a voice consistent with your company’s values to ensure your message matches your brand. For inspiration, take a look at Disney or Nike—those companies have mastered consistent messaging, right down to their signature fonts.
Create an elevator pitch. The “elevator pitch” is a 30 second description of who you are, what you do, who your clients are, and why they should buy from you. Take the time to write this out, say it out loud so you can make sure it’s fluid, and commit it to memory. Whenever you’re networking and meeting prospective clients, you’ll have a concise—and consistent—way to introduce yourself.
Tune your positioning statements. Write statements of various lengths—25, 50, and 100 words—so you have a message that fits a variety of marketing materials and mediums. Make sure the shorter statements focus on the value and brand position and the longer ones include features and benefits.
Use your message. On your website, social media outlets, email marketing campaigns, sales pages, videos, and webinars, your message feeds all your communication with your market. The more you use your message, the more your audience will know your company by it.
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