How to take a Unique Message to Your Unique Audience: Part 1
With the amount of information we are all exposed to each day, the power of your marketing message lies in its uniqueness to the audience you are speaking to.
There is a trap in marketing. This gravitational pull toward crafting the “perfect message.” We will spend hour after hour, meeting after meeting, wordsmithing and twisting, trying to get something that is clever, clear, or maybe both.
If you’ve found yourself or your team in that place – frustrated and fed up – you are certainly not alone. I hope this two-part series will help you and your team break through.
So, the first thing you must do to craft the perfect unique message is…
Stop working on the unique message.
That’s right. Stop.
You’re working on the roof before the foundation is set and the walls are up.
The foundation and support structure to a unique, well crafted, and effective messages is:
Know your unique audience.
In order to speak clearly to someone, in a way that will impact them, you actually have to know who they are.
Here are two exercises that can help build the foundation:
Start with this – Describe your best customer in detail.
- Who are they?
- What do they do?
- What are they passionate about?
- What scares them?
The results of this exercise create what’s called an Ideal Client Profile (ICP).
Who takes part in the buying decision? (This could be one person, or could be many.)
- What is their title?
- What is their experience level?
- What is their average age?
The results of this exercise create a Target Persona.
You’ve likely just weeded out 98% of the human population. Now we are getting somewhere!
Look at you! You have defined the type of customer you would want more of, and you’ve defined who we need to craft a message for. Nice!
This is your unique audience.
With that taken care of, NOW we can get to building that roof!
We will unpack how to craft a unique message in the next blog post.