As an entrepreneur, there are good days and bad days, good clients and bad clients, successful wins and learning experiences – it’s a constant push and pull lifestyle. So how do you take it all to create a marketing message that helps you achieve your goals? Read this simple 3-step system to craft your perfect pitch.
Nowadays, entrepreneurs are bombarded with options for marketing solutions.
Whether it’s the latest social media ads, freelancers reaching out to you on LinkedIn, friends coming to you with ideas – with every success you experience, you’ll have a dozen new options to sift through. The question is, how do you build off your learning experiences and successes to grow and expand?
Once you know your goals for your business, you need a clear action plan to make it happen, otherwise you’ll get caught in a cycle of repeating the same patterns over and over again.
It all starts with your message.
The right message can help your business go from making it to major success because you’ll attract the right people to do it.
Use this 3-Step system to create the perfect pitch for your business so you can realize your goals without getting lost in the details.
Step 1: What is My Super Power?
The first step to creating effective messaging for your brand is to determine:
- Who YOU are,
- What YOU stand for, and
- What YOU stand against.
As an entrepreneur, it’s key that you know who you are as the head of your company and what you stand for. This becomes the foundation of your company values and message, so you can cultivate the right message that reinforces your goals.
Be sure to take time to consider what you stand against too! A lot of entrepreneurs who are starting out make the mistake of trying to be everything to everyone, an approach that ultimately will do you more harm than good. Repelling those who you don’t want to attract is important, and it’s an essential component of effective marketing and sales.
If you’re having trouble figuring out what you stand against, ask yourself: What are the qualities that I do not want to promote? Why?
For example, let’s say your company offers services to individuals to help them get in shape. Ask yourself, what are some of the qualities that would hinder my client’s ability to make that happen? What you stand against is just as important as what you stand for, so be sure to take the time to think about it and write it out.
Once you’ve figured out what your Super Power is, you’re ready to move on to Step 2.
Step 2: Who is My Target Client?
Know your audience is good advice.
You have to figure out, based on your own experiences and your goals, the ideal client for your business. Consider who you want to attract in as much detail as possible to create your Perfect Client Avatar.
Depending on the nature of your business, the factors that matter to your Perfect Client Avatar will be unique. Here are a few suggestions to identify to get you started:
- What is the age range of my perfect client?
- What is the gender of my perfect client?
- What is the marital status of my perfect client?
- Does this age, gender have a specific jargon they use?
- What is the typical income range for my perfect client?
- What problem does my perfect client want to solve with my services?
- What results matter most to my perfect client?
Get as specific as possible to create a thorough Perfect Client Avatar. Think about specific solutions that matter most to your ideal clients to add to this list.
Make yourself an index card cheat sheet so you can refer to it easily and stay focused on your IDEAL clients. Share it with your employees or freelancers so they have a clear idea of who your target market is too.
Now that you know who you are and who your ideal client is, it’s time to create your message.
Step 3: Match Your Super Power and Your Target Client Message
After you completed steps 1 & 2 to identify your Super Power and your Perfect Client Avatar, you want to blend that profile together so you can create the right message that resonates with your core values and your ideal clients simultaneously.
Consider how to combine your values and what you stand for to communicate with your target market. Ask yourself:
- What sort of lifestyle appeals to your target market?
- How do your values tie into your target client ideas and approach?
- What medium of communication is best used for your values and your target clients, i.e. snail mail, email, in-person, virtual chat, social media, etc.
Once you know how to weave your Super Power and your Perfect Client Avatar together, you have created the ultimate ambassador for your brand. (For more on creating offers that sell, check out this post.)
You will know how to repel those that you don’t want to work with and attract the right clients, simply with effective marketing communications.
This process ultimately walks you through how to determine positioning for your brand, a.k.a. your Unique Selling Proposition (USP.) Once you have these three steps completed, you can implement a marketing action plan to realize a whole new level of success for your business.