When you take a cold, hard look at your company’s messaging—the way that you express your brand story, value props, selling points, hooks, and benefits to prospects—what do you see?
Is it built around the specific challenges that actually matter to your ideal customers? Or is it the typical company-focused, generic “trying to be all things to all people” approach?
Your company’s messaging is the single most important piece of the marketing puzzle. To cut through the competitive noise and truly resonate with your target audience, you need to align on the right “red thread,” the sweet spot between your company’s unique strengths and the needs of your ideal customers.
Over the next few posts in this series, we’ll explore how to create clear, compelling, and obsessively customer-focused messaging.
We’ll look at how to:
- Identify your company’s core strengths.
- Develop a positioning strategy around your unique competitive advantage.
- Express these unique capabilities in a way that’s clear and customer-focused.
In the meantime, please take a few minutes to look at your company website and any of your other main customer-facing marketing or sales channels.
Now picture your ideal customer—the type of person who you love working with and who seems to get the most value from your product or service.
If they were looking at your company’s marketing and sales messaging for the first time, would it feel like it was written just for them and their unique situation or challenge?
Or would it feel kind of generic and broad?
In other words, how closely does your business align with your ideal customer, and is that alignment expressed clearly across every marketing and sales touchpoint?