The Easy Way to Clarify Your Marketing Message

Published on April 17, 2017 | Written by 

How can a small business owner like you use brand clarity to improve your marketing message?

It’s really not so hard, so today’s post is short, sweet, and to the point.

Here is how your small business can clarify your marketing in a few easy steps…

First, and most importantly, you have to define what you customer really wants. Not what you think they might want.

This is about what they really, truly want.

That’s right.

So what do I mean by “what they really, truly want?”

First, let’s talk about surface problems.

Your customer has a surface problem that needs to be resolved. Yes, they need that problem fixed right away, but there are other reasons why they buy that are based on their deeper motivations.

Let’s say you’re a wedding planner. You plan great weddings, right? Of course. The surface problem is that someone needs you to take care of all the logistics and plan a great wedding.

Or maybe you remodel homes. The surface problem is that someone wants to update their outdated home or maybe they need an addition with more room.

These are surface issues.

If you frame your marketing message to resolve your customer’s surface issues only, you’ll be missing out on a lot of extra business. 

Now, let’s discuss inner problems.

Your customer has something more going on under the surface, a deeper problem, and it’s your job to find it, understand it and fix it. Because finding and fixing their deeper problem is really what will motivate them to hire you or buy from you. All you have to do is dig a little below the surface to reveal the inner problem.

If you understand this inner problem, and work to frame your marketing message around it, you’re customers will be much more engaged.

This inner problem has everything to do with your marketing message.

Why?  Easy…

Your competition is busy marketing based on basic surface issues. Most prospects are way more motivated to buy from you if you talk to them about their inner struggles. If you work to frame your marketing message around a potential customer’s inner problems, you’ll beat your competition and get more people to buy from you.

Our wedding planner above is helping someone take care of all the logistical details on the big day. But if our wedding planning digs a bit deeper, she knows this isn’t the only issue. The bride’s father wants more than anything to make his daughter happy, and he wants to impress the guests and neighbors.

Our home remodeler is adding a mother-in-law addition. But after talking with past customers, he realizes that people are motivated by other, deeper issues… The customer wants his home to be the best looking home on the block. The addition is practical, but having the best looking house on the block is a deeper, more emotional issue that will be people to buy.

Truly understanding your customer is the first step to marketing success.

If you want your marketing to stand out from the competition, you need to engage with people on a deeper level and find out what it really is that you can provide to make them truly satisfied. THAT is when they will decide to work with you.

They need you to fix their surface issue but what they really want is for you to end their inner frustrations.

So that’s the key to successful marketing. Working to truly understand your customer by digging a bit deeper, you will learn what truly motivates them. And if you position your marketing by focusing on their inner frustrations you’ll win every time.

A version of this post originally appeared on the McBreen Marketing blog.

About Craig McBreen

Craig, Principal of McBreen Marketing, is a marketing professional with over 20 years experience working with small businesses. His mission is to help clients create a comprehensive marketing system that increases brand awareness, accelerates business growth, and is built for long-term marketing success.


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