Your Core Marketing Message, What is it and Why You Need One

Written By PhilG

Bradford Marketing Hub contains articles and information that help small and medium service businesses.

Your core marketing message explains who you are, what you do, and who you help. It also explains why you are the best placed business to do the work your customer needs doing.

Your core marketing message is the foundation stone that your business is built upon. It justifies your business’s right to exist in a busy market place. And it anchors your brand across all marketing and communication platforms.

A clear core marketing message ensures your customers know exactly what to expect from your business.

Make your marketing message clear and simple.

First build a swipe-file from the lists below, then keep that information handy and use it whenever you write about your business.

It doesn’t matter if you’re using a website, Google My Business, LinkedIn, or print ads to promote your business. The information your customers need is always the same.

An effective core marketing message states who you are, what you do, and who you help, in a clear and compelling way.

With a clear marketing message, customers know instantly if your business can fix their problem.

Use the lists below as a starting point to help you gather information that you can later use in all your marketing materials. The idea is to build a swipe-file, or collection of snippets, that you can copy and paste from whenever you need to write about your business.

Don’t worry if you don’t have all the answers. Everybody has to start somewhere.

The key elements of a core marketing message for a small service business.

Value Proposition:
Clearly articulate the value your service brings to customers. Identify the unique benefits or solutions you offer.

Target Audience:
Specify the audience or market segment you serve. Tailor your message to appeal to the needs and interests of your target customers.

Brand Personality:
Infuse your message with the personality and character of your brand. Consider the tone and style that best represents your business.

USP (Unique Selling Proposition):
Highlight what sets your service apart from competitors. Emphasise any distinctive features or advantages.

Mission and Vision:
Communicate the overarching purpose and goals of your business.
Convey a sense of mission that goes beyond profit.

Call to Action (CTA):
Encourage potential customers to take a specific action, such as contacting you, making a purchase, or exploring your services further.

Credibility and Trust:
Include elements that build trust, such as testimonials, certifications, or relevant experience. Showcase any awards, recognitions, or partnerships that add credibility.

Clarity and Simplicity:
Keep the message clear, concise, and easily understandable.
Avoid jargon that may confuse your audience.

Adaptability:
Ensure your message can be adapted across various marketing channels, maintaining consistency.

Emotional Appeal:
Consider how your message evokes emotions or connects with the hopes, fears, and aspirations of your target audience.

Problem-Solving Aspect:
Show that you understand the problems and pain points your customers have, and show how your business solves them. Demonstrate an understanding of your customer’s needs.

Long-Term Vision:
Convey a sense of longevity and commitment, emphasising your dedication to long-term relationships with customers.

Remember, the goal is to condense the essence of your business in a way that appeals to your customers and sets you apart in a meaningful way. Regularly revisit and refine your core marketing message to ensure it stays aligned as your business grows and the market changes.

Trust and credibility.

Building trust and credibility is essential for the success of your small service business. So I decided to give you some extra tips here.

These are some practicle ways to establish and enhance trust with your audience:

Client Testimonials:
The best way to gather testimonials is on trusted third party platforms such as through your Google My Business profile. When a customer sees testimonials on your website they assume you’ve cherry picked the best testimonials and buried the worst.

However, if you embed or link to testimonials from a third party web site, your customers can see all the testimonials, good and bad. They get the full picture.

Its still important to feature authentic testimonials from satisfied clients on your website and in your marketing materials.

Encourage your customers to share their positive experiences and outcomes. Any kind of positive social proof is valuable.

Case Studies:
Develop detailed case studies that showcase successful projects or client stories. Highlight challenges faced, solutions provided, and measurable results.

Portfolio Showcase:
Display a portfolio of your work, demonstrating the range and quality of your services. Include visuals and detailed descriptions of completed projects.

Certifications and Accreditations:
Highlight any industry-specific certifications or accreditations you or your business have obtained. Display relevant logos or badges on your website.

Professional Affiliations:
Join and actively participate in professional organisations related to your industry. Mention affiliations with industry associations in your marketing materials.

Awards and Recognitions:
Showcase any awards, honours, or recognitions you or your business have received.
Include these achievements in your marketing collateral.

Transparent Pricing:
Clearly outline your pricing structure to build transparency. Avoid hidden fees and clearly communicate the value clients receive. If you can’t provide a menu pricing structure, hint at your price point. Are you selling Rolls Royces or Minis?

Consistent Branding:
Maintain consistent branding across all platforms to build recognition and trust. Use the same logo, colors, and messaging in your online and offline materials.

Visible Contact Information:
Provide easily accessible contact information on your website and social media profiles. Include a physical address, phone number, and email.

Secure and Update Your Website:
Ensure your website is secure with HTTPS. Regularly update your website content and showcase recent work or achievements.

Social Proof:
Use social media to share positive customer feedback and engage with customers.

Partnerships and Collaborations:
Highlight any partnerships or collaborations with reputable businesses. Being associated with trustworthy bodies adds credibility.

Local Chamber of Commerce:
If you’ve got a decent size business, and you can afford it. Join your local chamber of commerce and leverage their platform for networking and recognition. Then ask if you can display the chamber’s logo on your website.

Online Reviews and Ratings:
Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, or industry-specific review sites. Respond professionally to both positive and negative reviews, demonstrating your commitment to customer satisfaction.

Consistent Communication:
Regularly communicate with customers to provide updates, answer queries, and address concerns promptly. Consistent communication shows reliability and responsiveness.

Using these strategies will help you build trust and credibility, foster long-term relationships with customers and stand out in a competitive market place.

Now’s the time to act!

Grab a pen and paper or use your laptop – it doesn’t matter how you do it, it’s the message that is important.

Start by writing down the things you find easiest, then build on that over time as you get a better idea of what you’re doing. Rome wasn’t built in a day, it was built slowly and carefully over along period of time, just like your marketing message. Stick at it, and good luck 😉

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