MMM: Crafting Your Marketing Message

This week on KPAY's Marketing Mojo Minute, we discussed how to craft your marketing message. 

As I mentioned in the previous segment, I believe the foundation of any stand-out company who experiences marketing success is the clarity and strength of their message.

It's important to remember your message is not WHAT you do, but rather why you do what you do. This serves as the foundation for your marketing strategy and communications. Your messaging starts with a clearly articulated WHY or PURPOSE statement. The terms are often used interchangeably.

Keep in mind, creating your WHY statement is a process. Be patient as the process will be messy (the breakthrough is worth it - push through!) and do involve your entire staff. Remember, people buy into what they create. 

Step 1:

Gather your entire team into the same space. I can't stress this step enough. Most often, business owners prefer to have a neutral party conduct a company-wide workshop to solicit honest answers. This also allows them to be free to participate and engage with the process. Whatever approach you choose, do so with patience and a willingness to listen. Your team knows your culture - they live it every day.

Start the process by explaining why they are there and express the value of their participation. 

Key questions to ask include:

1. What do you stand for? What are your values?

2. How do we want our customers to feel after they've done business with us?

3. What would happen if our company no longer existed? 

4. The final question: WHY does our company exist?

Step 2:

Gather and analyze the feedback you've just gleaned from your team. I guarantee there will be plenty of insightful gems among the answers. Use them. 

Craft your message. The goal is to create something specific enough that connects with your ideal customer on an emotional level. Your ideal customer is one who shares the same values and approach to what you do the same way as you. 


Your WHY statement should be short and compelling - no more than 2-3 concise sentences. It should invoke an emotional reaction when people hear it. It's NOT a company description. It's not WHAT you do - it's the reason that propels you and your team to get out of bed and serve your customers to the best of your ability.  

I'm betting you'll find your team feels more connected after the workshop. Often times, they don't realize they all share the same common goal and love what they do for similar reasons. This process can often re-energize a company and move your marketing forward. 

Back to crafting the message...

Here are a few prompts to help you put your results on paper.

- We believe...

- We exist to...

Examples of company's with clear why's:

Airbnb: We exist to help create a world where you can belong anywhere

Life is Good clothing: To spread the power of optimism

Once you've crafted your message do this simple exercise:

Take your WHY statement and put your competitor's name on it. If it could apply to them, you haven't dug deep enough. It should scream your company and no one else. Repeat until you get that tickle in your belly that emanetes from something that excites you.

Here's to great marketing!

Visit our website for more information on conducting a Power of Purpose workshop.

Listen to the podcast version of the interview here.



3 Marketing Actions You Can Take Today To Drive Business

Your done list for today is long, yet once again sending out the monthly eblast didn't make the cut. Find comfort in knowing you're not alone. It's a common affliction I like to call Marketing Malaise.

Definition: the general feeling of discomfort whenever faced with completing marketing tasks. Side effects include stagnant revenue, frustration, lost opportunity. Cause: unknown.

Marketing Success Starts with Taking Action. Photo by from Pexels

Marketing Success Starts with Taking Action. Photo by from Pexels

I've always wondered why people find sorting emails more exciting than driving revenue. I imagine it's the immediate satisfaction of completing a task. Much of what we do each day is intangible and ongoing; it's not surprising we seek out simple tasks to check off our list. We can close the book on them - they're done. It feels good.

Today, I'm going to help you add marketing to those simple, feel-good tasks.

Marketing shouldn't be overwhelming. I'll get more into why in later posts. In the meantime, here are 3 action items you can do right now to move your business forward. I've also included a potential roadblock for each you may encounter and their corresponding solution.

Estimated time for completion: 45 minutes.  These are completely doable.

1. Add a link to your newsletter sign up form in your email signature.

Your email signature line presents an awesome marketing opportunity. You already list your name and company. Take advantage of your captive audience. Invite them to learn how your company can help improve theirs.

Roadblock: You have no idea how to do it.

Solution: Google "how to add a (insert email provider i.e. Mailchimp, Constant Contact) sign up link in my email signature." Trust me, there are tutorials galore.

Don't have a newsletter? Promote an upcoming workshop/event, company video or marketing offer.

2. Ask one happy client for a testimonial.

Testimonials are a powerful marketing tool. Third party recommendations create an emotional connection to your brand like nothing else. Research shows companies who use testimonials to help create an emotional connection receive 3 times the word-of-mouth as those who don't.

Here's how you do it via email:

Hi Jamie.

It's been a pleasure working with you on [Project ABC] and we appreciate the kind words you expressed.

I would love to feature your company on our website. Would you take a few moments and send me a few words about your experience with us? A few sentences is perfect. If you'd like to record a 1-2 minute video, even better!

Thank you!

Tailor the email to fit the particular project, need, and voice.

Once you receive the testimonial, place it on your website. You can also use it in your email signature line, on brochures, and on social media. Make this a regular practice. Don't reinvent the wheel each time. Use the same email template tweaked to the individual.

Roadblock: Does asking for a recommendation make you uncomfortable? That's okay. But, it's not an excuse.

Solution: Structure your request as an opportunity for your client to gain exposure. They'll be all over it like a bear to honey and it will feel less icky for you.

3. Add a Call To Action (CTA) on your website

A call to action (CTA) is a prompt that tells the user to take a specific action. It's also one of the most overlooked aspects of a website.

Common examples are: Add to Cart; Checkout; Buy Now. For those in the service industry, CTA examples are: Request A Quote; Contact Us; Download Your Free XYZ.

This simple act moves prospects from cold leads to warm. You now have the opportunity to create a connection, build trust, start a dialogue.

Roadblock: Don't know how to update your website? No problem!

Solution: Send an email request to the person who does. Done.

Need someone who can do it for you? Check out this website.

Have a burning marketing question you'd like to have answered on this blog? Email it on over so I can help you to keep moving forward.