Like all the chocolate houses cropping up in Sydney, they are forever coming up with new messages to entice customers. We in our own businesses are no different!
Be it starting out, small businesses or even big companies – a never ending challenge we all have to deal with is our Marketing Message.
At the core level it may not change that much (e.g. if you are say a Chiropractor you help people with their health, backs, structure and the like) – however on a “More Detail” level one can find their message having to change quite often.
With my challenging title of “It’s Forever Wrong”, it’s more a statement in that you will never get it perfect. Any top business (be it with the big boys in town) has to constantly forever tweak their message, optimize it and keep it current with what is going on out there.
I remember in the Marketing Departments I have run (both two bit with no staff to massive with Multi-Million Dollar budgets and university qualified professionals under me) – it’s a constant pressure we are under.
That is, you need to increase sales / visitations, write newsletters, write content, react to research and you are forever tweaking your message.
Talking to my passion and awesome Australian Small Businesses, we are no different to the large companies. Let’s say we are pitching at networking events, writing Facebook Posts, Blogs on LinkedIn, email marketing or the like – even if you craft the “Best Message Ever” you just can’t keep saying the same thing over and over again. It’s a bit like those old TV ads that wear out and overtime go from something that grabbed your attention to something that you just naturally filter out.
The other reality is as well is that the Market is forever changing. You have new competitors, new noises made in the markets, events and basically society changing over time.
My advice and thinking? In your own business, you need to forever question, improve and always refine your Marketing Message. If your message say is a bit “Stale” and it’s not really converting into sales anymore, it basically means it’s time to try something new.
Let’s say for example you are a Personal Trainer selling fitness to people. For say the last 6 months you have gone on the “Lose Weight” angle and it’s not just working as well as it used too. Let’s say everyone is saying that now and you need to come up with a different angle or message.
What about perhaps trying angles such as 1) Being more Healthy? 2) Having more energy? 3) Not getting sick as much? 4) Looking wonderful, 5) Having more strength?, 6) Want to fit into sexier clothes? etc
Whether these will work or not, I can’t say – BUT the point is that you keep trying different messages so you can really nail what’s working, what’s not and keep tweaking.
I trust those insights help and keep rotating your message – it works!
About the Author who loves tweaking his message:
Edward Zia is a Marketing Mentor, Consultant, 4Networking Leader, Speaker and Lover of Awesome Entrepreneurs and Small Business Owners based in Sydney Australia. He spends his days helping the business community with Ideas & Strategies to help his clients get more profitable clients with greater ease, success and automation.
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