How to Craft a Strong Marketing Message
What is your customer actually buying when purchasing your product?
Theodore Levitt, the father of modern marketing, said it best:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
In other words, people don’t buy products, they buy outcomes.
Whether your business is coffee, real estate, a medical practice or anything in between, your customers have goals that they want to achieve and challenges that are preventing them from getting there. What you sell them is not simply a product or service, but a solution that will give them their desired outcome.
What you are selling is the transformation from the before to the after. For example, an orthodontist does not sell braces, nor does he sell straight teeth. An orthodontist sells the transformation from insecurity to self-confidence.
A strong message will convey how your product or service will take your customer from their current, unpleasant state (the before) to their desired state (the after).
Let’s see this principle in action
Here at dandelion marketing, our ideal client is a small business owner who wants to grow her business, but lacks the time, know-how, or desire to tackle online marketing.
In the before state, our potential customer is feeling overwhelmed. She wants to reach more customers and grow her business, but she simply does not have the time or expertise to navigate the confusing world of digital marketing. She knows that she should be doing more to market her business online, and she feels guilty for not staying on top of it.
In the after state, our customer can breathe easy, knowing that her business’s online presence is being managed. Since she outsourced her online marketing, she has more time to actually run her business. Not to mention, her business is growing faster than ever because people are discovering her work online! Yay!
Our Message:
This stuff is complicated. We get it. We specialize in making online marketing both valuable and approachable for small businesses with big plans. When you know you need to be online in an effective and compelling way and need help getting there, we’re here.
See how easy that is? Your turn.
What is your customer’s before and what does the after you sell look like? Answering that question is the key to transforming your marketing efforts and truly connecting with new customers.
