As a creative entrepreneur, the clarity of your marketing message is one of the most essential elements in having a thriving and booked-out business. Without taking the time to craft a creative, clear and consistent message, it’s tough to really build a resounding brand that resonates with your dream clients and inspires them to take action. Trust me – you don’t have to be a copywriting pro or marketing wizard to create a strong marketing message! In this post, I’m breaking down 5 of the most important things to pay attention to when crafting your marketing message.
#1: Get really clear on what your offer does for others
To create a compelling marketing message, centre your messaging on what your offer does for others. Ground yourself in the actual ways that this benefits their lives.
Of course, the features and nuts-and-bolts of your offer are still important. Still, your ideal customer wants to be able to see themselves in your offer and understand how it’s actually going to change something in their lives for the better before they’re ready to take soul-aligned action.
Consider…
- How does my offer impact the quality of life of my ideal client? (example: more time back in their day to spend with their loved ones)
- What does that impact allow them to do? (example: pursue their deeper creative desires)
- What does this offer soothe/solve that is causing them ongoing frustration or discomfort? (example: helps them work through limiting beliefs holding them back)
#2: Define your Ideal Client (with as many details as possible!)
What separates strong messaging from the rest is when it speaks deeply to its ideal customer. While details like the demographics of your ideal customer are important, the decision-making behaviours, values, and interests of your ideal client are much more impactful.
Consider…
- What does my ideal client deeply value in their life?
- How do they make decisions? (i.e. are they analytical? spontaneous? impulsive? careful?)
- What are the core demographics of my ideal client? (mainly: what is their age range and location if applicable to your offer)
- What are the consumption habits of this person? (ex. do they prefer podcasts to books? Video to photo? TV to movies? This all speaks volumes in terms of how they consume content)
The more specific and detailed you can be in describing your ideal client the better.
#3: Identify the USP of your offer – aka *your* magic
The USP is the Unique Sales Proposition – AKA your Unique Value Proposition which is arguably the most important element of your marketing message.
The best way to think of your USP is to consider: what does my ideal client most desire that I do really well (with this offer)? Your USP focuses your message on the ultimate bottom-line value for your client and highlights the differentiation of your offer – aka what makes it magical and special!
Technically, your USP is 1-2 sentences of snappy + memorable copy that reflects WHAT YOU UNIQUELY OFFER AND WHY THEY SHOULD CHOOSE YOU.
Try not to overthink this. As a coach or service provider, your UVP can simply be the slight edge you bring in your approach (what you do differently than others in your industry).
#4: Weave your voice of client into your words
There is such gold in the words of your dream (or potential dream) clients in the messages you receive for them that describe for you (in their actual words and phrasing) what they’re struggling with, or in the testimonials you receive that highlight the unique value your offering provides.
Weave the voice of your client by using their actual words into your marketing message on a continual, evolving basis to make your messaging even more resounding and high converting.
Trust me from my experience in building my own messaging for my creative business: the deeper you know and connect with your ideal client over the years, the more and more specific you can get in your messaging. So, allow for this to be a continual, evolving practice.
#5: Refine Your Message With Guidance
Honestly, there’s nothing like having someone else’s eyes on your messaging once you feel really clear on it. This allows you to consider anything you may not be included, how you could better speak to your ideal client, where you may have the unnecessary word ‘fluff,’ and more!
Have the basics of your message covered and want an expert’s feedback? Or, struggling to craft this solo? That’s why I’m here, my darling…
As a copywriting pro and coach for creatives my passion is helping you own your gifts and voice with confidence so you can create messaging magic in your business!
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