There are many things to cover for your small business, but the first one- your messaging– often gets overlooked. Because it’s so simple, business owners tend to forget about it. But, it’s something so critical to the success of your business. If you want to attract the right customers and clients, you need to work on your messaging.
What exactly is your unique message? It’s so much more than your logo or tagline. It’s the essence of your brand. It’s the vibe, it’s how you want people to feel when they land on your site or social profile, it’s the images and colors you use to evoke emotion out of your potential customers.
There is a famous quote that says people don’t buy what you do or sell, they buy why you do it. People want to feel that connection, that belief in why you’re doing it. They want to know what drives you. It’s your job is to take them along for the ride!
You may already have some wording that you currently use, but does it convey the feeling aspect of those words? Do people feel and understand what you’re trying to say? Does it resonate with them? And it’s not always just about the words- images, fonts and colors play a huge part as well.
People often make their purchasing decisions based on emotions, not logistics. For instance, does a person purchase a vacation home because it logically makes sense? Probably not. They purchase it because they can see themselves relaxing with their family over a good meal and making memories with their grandchilren. They feel it.
What message are you sending?
Think about it and be honest. What are you saying? Are you using words and terminology that your buyer persona would relate to? Should people put their trust in you and/or your product or services? If yes, why? How are you communicating this message to them? And, if you’re not, how can you?
If you went to your website right now, would you say, “Yes- that’s exactly what I want people to think of my business + brand!”?
How to Improve Your Messaging
Think of your ideal customer’s pain points, address them and showcase how you will help them overcome them.
What wording do you use? What types of images? What’s your color scheme? What fonts would you use? Any filters? How do you want people to feel when they land on your page or social profile? Take some time, an hour or two will do, and really put some thought into this and come up with a branding statement and vision. This will tie together your online presence, making your business stand out. Be sure to revisit it quarterly or yearly to make sure it’s still relevant to who you are targeting and tweak when necessary.
A great exercise is to create a mood board that has your color scheme, fonts that you like, types of filters you’ll use (if any) and content you’ll use to attract these prospects. Keep that feel consistent across your website and social platforms. You can use Pinterest to gather all of these different items- pour a glass of wine and have fun with it!
It’s also important to note that people love transparency and want to know about you, your business (employees, how you give back, culture, etc.) and why you do what you do. Include this in your messaging so they can feel the authentic you!
Deliver this message consistently over time so that when they eventually need your product and/or service, you are the brand they think of first!
Need more help?
We’ve been there- we have over a decade of running successful businesses under our belt. We completely understand that you are not only the CEO, but you’re also the accountant, customer service rep, manager, delivery driver, marketing department and everything in between. Often times, there just isn’t enough time in the day to get everything done. And, where do you even start? The internet is flooded with information, it’s hard to know where to start…
That’s where we come in. We help small businesses get focused and create a marketing strategy that works for them to grow their business. Contact us today to learn more!