STEP 4: Crafting a Compelling Marketing Message for Business Success

Ever wondered why some businesses spark instant interest while others struggle to grab attention? The secret sauce is a compelling marketing message! Rob Taormina is here to guide you on crafting an impactful initial brand identity that not only highlights what your product or service is but also the problems it solves and how it stands out from the competition. A well-crafted marketing message can be the game-changer that converts a general audience into potential customers. But be warned - a lackluster one can let your competitors steal your customers!

This episode zooms in on two crucial marketing messages that should always be a part of your marketing plan: a succinct 10-second elevator pitch and a detailed long format version. We'll walk you through the essentials of a clear, concise elevator pitch and how to practice and perfect it. We also delve into the specifics of creating a long format version, detailing your primary demographics, customer avatar, and the problems your product or service solves. To wrap it up, we emphasize the importance of preparation, clarity, and confidence in representing your business and how these elements can significantly impact your business success. Ready to craft a compelling marketing message that transforms your business? Let's get started!

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Episode Transcript

Speaker 1 (00:00):
Step four in creating a successful marketing plan
involves creating a successfulmarketing Message.
Not so easy.
I guess it's not so obvious fora lot, but we're gonna be
talking about that.
Definitely stay tuned for thewhole episode.
This is, don't fear, withWabtauamina marketing strategies

(00:21):
and advertising technologies tohelp you build a better
business.
A Marketing message is key whentrying to convert this sort of
the general audience into apotential customer.
It's that first thing that theyhear or see, that sort of
teases them into wanting tolearn more, into Wanting to

(00:43):
maybe become that potentialcustomer.
That's, that's the marketingmessage that does that.
It's that initial sort of brandrecognition and it's up to you
guys right now To create thatthing, that that sort of
successful marketing messageYou're gonna want to create too,
and we're gonna get into thatin a little bit.
But your marketing message hasthe ability and it should anyway

(01:04):
have the ability to relay tothe person who is Either
listening or reading or lookingat something, clearly what your
product, service or brand lookslike, acts, like, the problems
that it solves the the primarydifferentiators between what you
are and everyone else in thecompetition.
And If you don't do a good jobwith that initial marketing

(01:26):
message, I promise yourcompetitors will do a good job
and they're gonna steal a lot ofcustomers from you.
Therefore putting a lot ofpressure on, putting Time and
effort into creating a goodmarketing message.
Now, what are these twomarketing messages that you
should be creating whendeveloping your initial
marketing plan for your productservice of Brand?
Well, number one your 10 secondelevator pitch.

(01:48):
Do not underestimate this.
It is so Importance.
How many times even yourself, Ican tell you this has happened
a very often with me.
But how often has it happenedwith you where you go to someone
and they're like, oh, I have abusiness, or it's just someone
that you Just meet, either anetworking event or something
like that, or a conference or aseminar, and you're asking them
hey, what do you do?

(02:08):
And the response that you getyou get you, they get, oh, it's
sort of hard to explain.
That's a pretty common responseyou hear from a lot of people.
I'll tell you right now if youcan't say confidently and
succinctly, which means in ashort period of time, what it is
that you do, how do you expectyour customers then to be
confident in what it is that youdo, in what it is that you sell

(02:30):
in what it is that yourepresent.
You need to nail this down.
If it requires you to practicein front of a mirror, as silly
as you might think, as it is,this is going to be a matter of
you putting food on the table.
So if you want to be successful, then you need to be successful
at your elevator pitch, andthat means either writing it

(02:50):
down quite often, committing itto memory so you're not reciting
it like it's a script, but youare sharing it like it's your
passion and it's literally yourlife.
Then you need to write it downoften, you need to create
different variations and youneed to practice by reading it
out loud, even if it's recordingyourself with your cell phone,
and listening it back and belike oh, I can do better.

(03:11):
Then put in that time.
Put in the time when no one'slooking, because it'll benefit
you when everyone is looking atyou.
So I highly recommend, inperfecting your elevator pitch
for your business, the secondmarketing message that you
should also have done as part ofa successful marketing plan is
the long format version, andthis could be things that are

(03:32):
going to be included in presskits and in media kits and on
your website and on social mediaand all over the place right
Now.
This is where you're going tobe able to go into like a really
grave detail about things,about your primary demographics,
your avatar, your customeravatar, right.
This is going to be theproblems that your product,

(03:55):
service or brand solve, and justyou can go into really great
detail, because now it'sexpected these are going to be
one or two paragraphs long, butyou should have these prepared.
You shouldn't just be sort oflike when someone is asking me,
like, oh, just give me a coupleof days, I'll write it.
You should already have thisprepared for, really, I would

(04:15):
say, two reasons.
There's probably more, but tworeasons that come off the top of
my head right now.
Number one if someone's askingfor that stuff and you don't
have it prepared, well then youare projecting that you're an
unprepared business professional, right?
However, if someone's askingfor something and you're like,
boom, I got it right here, right, or what's your email?

(04:36):
And I'll literally send you mymedia kit, what do you think
that communicates to yourpotential audience, right?
So it definitely perceptuallyhelps to have this stuff
prepared.
Here's another really reallycool benefit of going through
the work it doesn't matter howmany variations and versions of
this you have to go through,right, by default of you going

(04:57):
through the effort, the time andeffort to draft this amazing
long format marketing message.
What you're doing for yourselfis you're also getting clarity
about who you are, your role,your business, the place of your
business, your product, yourservice, your brand in the
marketplace.
Right, you're getting moreclarity on this, and that only
serves as an asset and that'sgoing to give you an edge moving

(05:19):
forward as you continue todevelop new stuff, whether it be
new products, new services.
Right, as you continue to haveyour brand reach into other,
different markets.
Right, it'll only give you moreclarity about that, more
confidence, and then, gettingback to remember message number
one, it'll put you in a reallygreat position to be incredibly
confident now when representingthat question.

(05:40):
Hey, what do you do?
Man, you're going to actuallywant people to ask that question
because you're going to beready to go and that is only
going to lead you and give you abetter chance of being
successful.
Put in the time and effort now.
It'll pay dividends in thefuture.
Hope you guys enjoyed this asalways.
Find us wherever we are on allof the interweb.
I would appreciate if you canshare this with at least one

(06:03):
person.
Let's build this communitytogether and remember don't fear
the process and don't feargreat.
Take care, guys.