Step #5: Examining Your Key Messages
After identifying your ideal customer, it’s time to hammer out the key messages that will stand out to your customers and address their pain points.
Ideally, your company should engage in a messaging exercise. This process helps you to quickly determine your company’s values, strengths, and weaknesses, as well as a plethora of other information that helps get your leadership team on the same page.
The main messaging exercise we use at Uptick is StoryBrand. The StoryBrand method clarifies your message to prospective customers and helps them feel heard and understood. As Don Miller (the creator of StoryBrand) found out, it’s not always the best product or service that stands out—it’s the company that communicates their message the clearest to customers.
Throughout the exercise, you should examine everything from your key selling points to what you want people to feel (and not feel!) when working with your company.
Questions should include, but not be limited to, the following:
- What does your customer want when they work with you?
- What do you want to be known for?
- What sets you apart from your biggest competitors?
- What are your customers’ biggest frustrations?
Utilizing the previous buyer persona examples, Uptick’s message to the business owner will sound a lot different than our message to the marketing director, although we are offering the same services to both clients. You will find the same is likely true for your business.
Create your marketing message for each buyer persona with their specific objections already in mind. If you can address an objection before they bring it up, then you are winning!
The Bottom Line
Knowing your ideal customer is only half the battle—you need to address their pain points in a way that helps them feel heard and understood.
This article is the fifth chapter in our Digital Marketing Blueprint. Download the full guide here for free!