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Write Your Marketing Message
With Your Strategy in Mind
Blog Post #1:
Your marketing message explains to your target market
the unique values your cleaning services offer them.
SPECIAL NOTE:
However, before you can explain these special values, you first need a solid business strategy!With this strategy in place, it's much, much easier to drill down and clarify the message you need to get across to your market.
**#1 – “Identify Your Ideal Customer”
Ask yourself, who is the person who can best use what you have to offer? Start by creating a detailed “customer profile” that identifies the one person who would benefit the most from your specialty cleaning services. This will be your ideal customer, the person you're focused on attracting with your marketing message.
For example, let's say you plan to offer specialty cleaning services for local small businesses. You would create a customer profile of a small business owner, identifying their demographics such as age and location, and also their core values, attitudes, buying behavior, and pain points.
You can't create an effective strategy and marketing message custom-tailored to your audience without first knowing as much as possible exactly who this market consists of.
**#2 – “Position Yourself in the Market”
There's stiff competition in today's market for any type of services. You need to explain to customers not only what you can do for them, but what sets you apart from others in the market who offer something similar. This is called positioning – it defines your position in the market.
In today's market you need to position yourself as an expert. Choose some specific areas of your ‘niche' where you have particular experience or expertise. You can clarify this by studying the competition.
Find out which companies are offering similar services to yours and figure out what makes yours unique. If you don't feel it's unique, think of some ways to make it so.
**#3 – “Clarify the Benefits”
Marketing isn't just about your services and their great features. This form of communication is about the customer and how your services helps them with the issues they're facing in their businesses or lives. For this reason, your strategy needs to clarify the benefits and value you offer.
The benefits of services are the concrete ways they improve the lives of those who receive them. The services help them finish work faster, gives them more free time, saves them money, or removes something they fear or dislike. Each feature you deliver should be connected to a benefit. Your marketing message will then paint a picture of what the user's life will be like once they're using the service or results of the use. What other benefits do you offer?
**#4 – “Put It All Together”
One size doesn't fit all!
Your marketing message will differ slightly depending on which communication channel you're using to reach whichever segment of your market you are focusing on. You'll speak to them in a different way on social media than you would on your company website or an email newsletter
or contact.
Plan out all the ways you'll reach your customer/prospects and figure out how your marketing message will need to be modified for each.
Think in terms of the customer's expectation at each point of contact. For example, on social media they're just discovering your business or starting to interact with your content. Your email subscribers may be already primed to buy and considering the product or service more closely. How do you speak to them in each situation?
Above all, your marketing message must align with your overall marketing strategy.
Start by looking at your services, your market segments, and your competition,
and you can begin to figure out exactly how it meets your customers' needs.
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