How To Develop Your Business' Core Message
Glass ceilings are present in all businesses. Your company presses heavily against the tough pane when you say, "It is time to go to the next level," and you don't know what that next level is, or what the marketing path is to get you there, or what it takes to break through.
What is the best tool to start cracking away? A shovel. You need to dig down to mine your “core message” before you can break through.
Main Ingredients
What often stands between you and success is the strength and clarity of your core message. A core message is your company’s message statement: this statement sets the direction for all your marketing.
It contains who you serve (your ideal customer), what you sell to them (your product or service), the value they receive, why they always will choose you and your position with respect to competitors.
Just like a mission statement or a quality policy, the company’s employees should all know the core message. If you don’t have one, it is time you did.
Your core message is the basis of your brand position, identity and all your marketing messages. Your “next level” will require more or different prospects entering your pipeline to meet new sales goals and foster growth.
Having a core message keeps your sales force on message. It strengthens your brand, locks in your identity and through a stated unique position that only you hold, it separates you from the other options your prospects have been considering and attracts them to you over your competition. Every compelling message formed from the core message chips away at the ceiling pane.
Four Steps
The strength of a core message is determined by its conception: how you choose to build your core message will determine its potency. Your company can avoid a weak core message by following these recommendations:
1. Simplify. Become specialized. 2. Revisit your initial passion to better the condition, or to fulfill the desire of a particular market. Your personal goal is satisfied when your customer’s goal is met.
3. Define your ideal prospect in this niche.
4. Check with your ideal clients. They will help you to determine the core message for your company, and ultimately the marketing messages for this niche.
Recommendation four is best done by a neutral party, as customers often tell you what you want to hear and that defeats the purpose of the “dig.” Interviewing your customers and digging to the core of what they really desire will “unearth” the difference you really are. That difference alone will shatter the pane that separates you from your next level of success.
Coco is the founder of Rita Coco Consulting in Holden. She can be reached at Rita@ritacoco.com.
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