You have probably seen in lots of blog posts, marketing courses and articles about how to create your story and your communication message.
It all sounds easy, as it seems the common theme is to just look at:
- Why should they do business with you?
- Why aren’t they?
- Your brand personality
The problem with this approach is that it is all about you and doesn’t take into consideration what is happening in your market, your competitors and most importantly with your customers.
In other words it is looking inside out instead of outside in and in marketing this is a mistake.
You can improve your communication message by looking at:
Your competitors
The first thing is to know you do have competitors, some bigger businesses, some smaller.
Looking at the active competitors in your market, they will have strengths and weaknesses just as your brand has. After all no one is perfect.
See what they are communication, the words, tone, their personality etc.
The idea is not to copy them but to see what you are up against so you do not run the race the same way. If you do have the same message, then it is difficult for customers to choose and that is why so many businesses unfortunately still compete on price.
Your customers
After you have sized up the others in the competition for customers, you need to understand your customers and what is important to them.
I know I have written a number of posts on this and the reason I continue to write about it is one of the key factors where many businesses still fall down. They assume they know without actually finding out.
This just makes life all too hard.
If you understand your customers’ wants needs, likes, dislikes, buying behaviour etc you will also be able to see what words and descriptions they use that can help you craft your message.
Importantly you will know and not have to guess how to tap into their emotions which is a driving force for choosing brands.
The more you know the easier it is to communicate just like in your personal life.
Once you have this information, you are then in a position to develop your key communication message.
If you have developed your key communication message using the other approach, just remember you can refine it now after you have found out the information.
[...] This post was mentioned on Twitter by Susan Oakes. Susan Oakes said: How to Improve Your Key Communication Message http://bit.ly/dDlnV6 [...]
Hi Susan,
As usual, you’ve shared a lot of wisdom and given me some things to think about.
One thing I learned when I was selling is that you have to find the pain a customer is experiencing before they will buy your product. The best way to do that is just to ask them. I’m not sure why we’re so reluctant to do that but a lot of businesses feel like it’s too bold to ask the question.
Hi Sarah,
You are right about asking them. Maybe it is a case of not knowing what or how to ask or what info they need to find out. What do you think?
Dear Susan, once again all I can think to say is: Yep; she nailed it! I don’t have any funny stories to add, so I’ll confine myself to an ‘Onya, Sonya!’ Keep ‘em coming! P.
I like your funny stories Paul. Thanks for stopping by as I always appreciate your comments.
Cheers,
Susan
How to Improve Your Key Communication Message…
It all sounds easy to develop your key message, just work out why should customers do business with you, why aren’t they and your brand personality. The problem with this approach is that it is all about you and it is looking inside out instead of outs…
Susan,
Great article! You are so right in positing that looking outside-in is a great and highly-effective approach to building an effective marketing message. It is getting inside the heads of prospective customers and clients which ultimately allows us to deliver the correct message. Thanks for another great bit of insight!!
Yonatan
p.s. you spoke in BizSugar of the beach as a great place where you find inspiration; since you are in Australia…watch out for all of those man-eating Great White sharks I’m always seeing in the news…Stay Safe!
Hi Yoni,
Thanks for your comment and what I have found that once you do this it is all becomes clearer and easier.
It is funny we never worried about sharks before, but I think it was last year there was a ocean race at my beach and a shark went near the swimmers. I must admit we are a little more aware but lifeguards are great.