Communicating Your Message
“What is your Unique Selling Proposition? What makes you different than your competitors? Wrap your advertising message around that USP and communicate it in a clear and concise manner.” – Lynda Resnick
This first task is to define your core customer message. This should resonate and ‘speak’ to your customers and should pull them to you. As part of your core business planning, your message should be reflected within your ethos and your branding … it really is worth practising the pitch in every situation, refine, develop and refine again to ensure that when you are communicating your message, it is well received, believable and accurate.
The next stage in communicating your message is to know who you are communicating with, understand that customer. By understandning your customer, you will know what communication channels THEY use and this is where you then need to make your message heard. Research how the customer gets their information, where, when, in what format, etc.
The avenues for communicating your message are many and varied, from face to face networking to the phone, through print to the internet, never before have there been so many options … and consequently, never so much confusion!
It is vital to pick your method of communication on the basis of research and evidence, and then stick with it, refining to optimise the strength of your message. Changing your message frequently to ‘chase the latest fad’ will lose the benefit of familiarity and repeatability in the mind of the customer – consistency of message forms a strong foundation for your business.
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Reputations are built over time with a consistent message, plan the development of your communications at the outset and then follow your plan. Achieving marketing and sales growth is a skill – seek advice and recommendations to give your business a professional boost.