In the world of business, the landscape is very competitive and ever-changing. Knowing how to cut through the clutter is essential to connecting with and reaching your best customer. If your message isn’t clear, simple, and tailored to the right people, you run the risk of falling short of connecting.
Your core brand message should be at the center of every piece of communication — your website, social media, ads, sales calls, and even casual conversations about your business. Here is a good exercise to help you think through what your message should be.
Step 1: Identify Your Best Customer. This Is Your Audience.
Get very clear on who you’re talking to. A specific, targeted message is important. A message that is too broad will fall flat.
Ask yourself:
- Who is my ideal customer? Close your eyes and think, if I could spend every day working with this customer, everything would flow in harmony.
- What are their challenges, pain points, struggles? This will help you understand how your business can address their needs.
- What inspires them to make a decision? What is their love language? Are they looking for a low price, quality service, an outstanding experience, etc.
When you find clarity on these points, you will be able to get their attention.
Step 2: Clarify How Your Business Can Help
Customers are not seeking your features — they’re looking for outcomes.
A simple formula to start with:
We help [specific audience] achieve [specific result] without [common frustration].
For example:
“We provide families with quality on-demand home services at a fair rate with no hassles.”
Aim for the message to be clear, direct, and easy to understand.
Step 3: Keep It Short and Sweet
It’s tempting to want to share every detail about your business. Keep in mind, you’re trying to get someone’s attention and keep it for a brief moment, long enough to make that individual want to take the next step. When it comes to strong brand messaging, the simpler your message, the more effective.
A good test: Briefly put the message in front of people that have no prior knowledge of your product or service, then ask them to tell you what it means. If they get it, you’re on the right track.
Step 4: Stress-Test It Across Channels
Your core message should hold up whether it’s on a billboard, in a radio ad, or part of an elevator pitch, etc. Test it out by trying it in various formats. Here are a few examples:
- Radio Ad: Is it attention-grabbing and compelling?
- Social Post: Is it snappy and engaging?
- Sales Conversation: Is it natural and confident?
If it feels off, then tweak it accordingly.
The Key Takeaways
Your message is the story of your business. Having a consistent message that aligns with your business serves as that magnet that attracts your best customers and begins a trusted relationship.
Clarity builds trust and beats cleverness — every single time.
