Good marketing is like good skincare. They both require consistency for best results. And while you might naturally think that marketing is supposed to be fun and creative, the very un-glamorous part of good marketing is deciding to say one thing and sticking to it. For a loooooog time.
The one thing or "key marketing message" can be tricky to finalize however. Especially if you are starting out, most startups want to attract everyone -- denying no one who has money to spend. The pitfall here is the simple business truth that you can not be all things for everyone. And the other true, but well-loved, cliche "Jack/Jacqueline of all trades, master of none" applies here too. Even with a well-focused business plan, your marketing has to also be focused on attracting your ideal client. Here's some quick steps to clarify your key marketing message.
1. Identify your ideal client. Think of who you most WANT to come to your business and what services they typically schedule. What is their age range (60+, 30 something, early 20s); female or male; average spend per visit (including service and retail); employment profile (retired, tourist, stay-at-home mom, career professional); and other businesses they typically visit (nearby gyms, restaurants, etc.). Hopefully at least a third of your clients already fit this criteria. Keep in mind, you are not excluding clients that don't fit this ideal profile...you will simply not be focusing your key marketing message to them. Don't worry, you'll still be attracting all types of potential clients...you are simply targeting your ideal client by talking directly to them.
2. Why does your ideal client come to you for service? What are the key benefits (relaxation, improved self-esteem, anti-aging treatments) that you excel at providing and hopefully ONLY you can provide within a 20 mile radius. How does your client feel when they leave? Write down the words and feelings that you want to be associated with the RESULTS of your services.
3. Create your "elevator pitch." Now imagine you ran into your ideal client, say, in an elevator (or line at the grocery store or a a friends party) and they asked you "what do you do?" This is your opportunity to share why they, or someone they know, should visit your business...your "promotional pitch" if you will. It should be casual and authentic. The best way to create this is just role play with a friend. And when you say something you really like, write it down. Some guidelines to tell that it is good: it was easy and natural, it included how you make your clients feel, it would appeal to your ideal client and it made the other person want to either schedule an appointment or consider it in the future. Now that is written down, you can play with the words -- is there a specific adjective that would be better to use? Can you get it down to two sentences? Does is still feel natural and authentic?
Good example: Clients come to our oasis of tranquility stressed and overworked to let us take care of them. They leave relaxed, renewed and better prepared to take care of their loved ones. [Ideal client: female, over 30, mother, career professional]
Not-so-good example: We offer the best services and quality products in the area. [Doesn't target anyone nor provide a real reason to schedule an appointment]
4. Print your key message on all marketing communications. Your website, your answering machine, your brochure, any flyers, direct mail postcards, advertisements, press releases and even your business cards. You may want to create a shortened version of about 5 words for signage, phone greeting or use as a marketing tagline, but these same words need to be in your key message as well. [Thanks for calling Relax Day Spa, your oasis of tranquility]
Now that you have a key message, the next step in creating your marketing strategy is creating your brand -- a sensory (visual, audio, tactile & scent) memory of your business that complements your key message. We'll cover that in Part 2.
Can you find key messages that work (or don't work) to market a local business or even big corporate brands?
