In case you’ve been living under a rock for the last several weeks (which is not a social distancing technique I would necessarily recommend), it seemed like every online business owner needed to “pivot” their marketing message practically overnight.
We threw our social media marketing plans out the window.
We ripped up the pages of email copy that we worked so hard to write and schedule ahead of time.
We scrapped promotions, launches, and maybe even canceled a live event.
And in light of all of that, I found myself wondering if there was any way we could have salvaged all that copy…until I realized no. No, we couldn’t have saved the content we’d prepped ahead of time because there’s no way any of us could have seen this whole global shift coming.
And that got me thinking back to a very important lesson that I teach – the 3-part Framework for any Marketing Message that you share with your audience.
Today I thought it’d be helpful to show you that 3-part framework so you can create content and a marketing message that will land with your audience especially when the prospect landscape may look a little more bleak, and when you want to make every marketing interaction pack a punch.
This is also a great 3-part filter to run your content or messaging through at any time, but especially now that we’re in the middle of a massive global and economic shakeup, it’s even more important to create messaging that is clear and that resonates with your audience so they will continue to buy from you whether we are in the middle of an economic recession or not.
Let’s break down the 3-part framework to improve your marketing message.
1. BE SPECIFIC with your marketing message.
You need to dial in your message big time. The more specific your message is, the more you will clearly express and communicate it to your audience. Try to focus on the specific reasons why you are perfectly positioned to serve and support your ideal client. And use language and specific words that your ideal client would actually say.
Why is specificity important for your marketing message? Without it, there would be no unique buying proposition for your brand.
2. BE RELEVANT with your marketing message.
I know this whole pandemic a super weird thing we’re all dealing with right now. But the lessons you can learn about relevance in your marketing messages are SO valuable for business owners who are paying attention! The more relevant your messages can be, the more connected you will be to your ideal client.
Show up and talk about the things happening in the world around you! Show up and lead your audience by giving them support, advice, education, resources and strategies that will help them NOW.
Why is relevance so important for your marketing message? Without it, there would be no connection to your ideal client.
3. BE TIMELY with your marketing message.
Timing is the magical thing in your marketing that creates urgency and motivation to make a buying decision. Your marketing message has to be in perfect alignment with the prospect’s buying cycle (aka: when THEY are ready to make a buying decision), not when YOU think is the “perfect” time for them to buy from you.
When you know exactly WHO you’re talking to in your marketing message, and you have an RELEVANT content to teach and share with them at the right TIME, it creates a natural path from connecting with your audience to promoting your offers to the people you know you can help – AKA your Marketing Message Sweet Spot.
Why is timeliness so important for your marketing message? Without it, there is no sense of urgency for your ideal client to buy your products and services.
When you apply this 3 part marketing message framework, the more CONNECTED you will be to your ideal client. 💡
If you are still “marketing as usual”, I’d encourage you to check in with yourself and see if your marketing messages are still relevant based on what’s going on in the world around you (and your ideal audience).
If you’re wondering “Wow, this marketing message framework sounds great but I have no idea how to apply this to my business.” reach out and schedule a complimentary connection call me, and we’ll look at some options for how I can support you.