Best Examples Marketing Messages
You need a marketing message for your small business. Your marketing message needs to stand out. Here you will find examples marketing messages.
This is the 4th article in the series: Small Business Marketing Success Secrets
Read the others here:
Read article number 1 here: Small Business Marketing Success Secret 1: The Majority is Always Wrong
Read article number 2 here: Small Business Marketing Success Secret 2: The Business You’re in
Read Article Number 3 here: Good Reasons Become Entrepreneur
This article quotes Dan Kennedy. You can get Dan Kennedy’s full Magnetic Marketing course here:
Small Business Marketing
Success Secret 4: Have the right Marketing Messages
According to Dan Kennedy, who is the guru of Direct Marketing, and who you can read about in our article: Dan Kennedy And Direct Response Marketing there are three components that are equally important in writing to your target prospect. They are
- The Right Messages
- The Right Markets
- The Right Media
In this post, we are just going to talk about the message.
Most small businesses just give the basic details: Who we are, where we are from, what we do. That really just says nothing. They don’t differentiate from everyone else out there, and gives no reason for the prospect to contact them.
If you don’t have the right message to give to your prospects, your small business is going to be in trouble. Most small businesses don’t have a well-crafted message. Here is a template that you can use to come up with a good marketing message that really rings true with your prospects.
It is called a USP. (Unique Selling Proposition) Read more about creating your USP:
How to Create a Million Dollar Unique Selling PropositionThe Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or LessWhat’s Your Unique Selling Proposition?: Position Your Business For Maximum Profits In An Era Of Tough Competition & Digital Disruption
A strong marketing message gives an answer to the question Dan Kennedy came up with:
“Why should I choose to do business with you versus any and every other option available to me in your category?”
You need a very good answer to that question.
And no, you cannot answer: “Our products or services really offer great quality or value” or “Our product or service is superior.” These answers are too general, and every small business uses them. Nobody listens to that anymore.
You need an answer that gives a specific benefit to your ideal prospect. You need to know your ideal client. You can’t answer “Everyone.” Dan Kennedy says: “When you try to be everything to everyone, you are nothing to everyone.”
So the first step is to define your target client, customer or patient.
Here are Marketing Message Examples
“Fresh Hot Pizza Delivered in 30 Minutes or Less” – Domino’s Pizza
“Where it absolutely, positively has to be there overnight” – FedEx.
“We’re number two. We try harder.” Avis
“The milk chocolate melts in your mouth, not in your hand.” – M&M
“A diamond is forever.” – De Beer’s
Here is the template:
Give a benefit that is a promise with meaningful specifics – with a guarantee.
If you define your USP narrowly, it will give you a stronger appeal.
Meaningful specifics mean that you specify the benefit. Look at Domino’s example: They are not going to deliver your pizza “sometime” but within 30 minutes. It has a specific timeframe. They are taking two benefits that are what clients hate about delivered pizza. They hate it when it’s cold, and they hate it when it’s late.
You need to have meaningful specifics in your USP. The meaning will be a benefit to your ideal customer, client or patient.
The last part is a guarantee. If you can guarantee an outcome that your ideal prospect will love, use that in your USP.
So now you can create your USP with this template:
- Narrowly defined positioning.
- Meaningful specifics.
If you answer the question: “Why should I do business with you rather than your competition” in a way that gives a benefit to your target customer, client or patient, and with a guaranteed outcome, you will have a powerful marketing message.
Get Dan’s course here by clicking on the image: