Running a business depends on one thing: marketing.
Actually, I should say running a successful business depends on marketing. Because you can be running a business and be focusing on lots of things, but that doesn’t mean it’s successful.
You can spend way too much time or energy doing things that don’t actually support your business at all.
I know marketing can seem like a scary thing, something that fancy guys in suits want to lecture you about and teach you how to be just sleazy enough to get sales.
But I want to challenge your view of marketing. It doesn’t have to be a pushy, sleazy, icky thing. In fact, if you really boil it down, I think your marketing comes down to one central idea: your message.
When you know your message (what you do, why you do it, who it helps) marketing gets a whole lot less complicated and a lot easier.
You message create a backbone or jumping point for every piece of marketing that you put out there. Don’t know what to put on your sales page? Go back to your message. Don’t know what to put in that Facebook ad? Go back to your message.
Seems too simple? That’s the thing, it is!
So many people make it way too complicated. If you want to master your marketing, and ultimately grow your business by leaps and bounds, you have to master your message.
WHERE YOUR MESSAGE COMES FROM
OK, so now you’re thinking, “That’s great, I need to master my message. But where the heck does my message come from?!”
That’s a valid question. You could wake up one day and just decide that your message is going to be X, but that’s not the best plan if you want to see real results.
Your brand message can be traced back to 3 things:
- Your beliefs
- Who you serve
Let’s start with you. If you haven’t figured it out already, running an online service-based business is all about y-o-u. I know, you may not like hearing that but it’s the truth.
I don’t mean that in a negative, self-centered way. I mean that in the best way. It’s about putting yourself out there, challenging yourself, and building yourself as a brand.
Because people want to know you. They want real connections with real people and they want to connect with you. So you’re going to have to look a little closer at what it really means to be you.
Then you’re going to have to do something even scarier, which is sharing yourself with the world. Yup, I’m saying put yourself out there in big, scary ways and be really authentically you.
Your brand message relates to who you are, where you come from, and what you’re about.
Going off of that, your message also very closely relates to your beliefs. Because if you believe that everyone has the right to live the lifestyle they want, that’s going to shape your business. Or if you believe breaking limiting fears is the key to success, that’s also going to shape anything you do.
Your beliefs shape your whole life, so of course, they’re going to shape your business and your message.
Lastly, but def not least important, is who you serve. That person out there that you’re trying to help, save, or improve is a big part of your message. Because guess what, that’s who you’re talking to! So your message depends on it.
The person you want to serve will impact what kind of language you use, what tone you use, where you hang out and how your share that message. Outside of yourself, it’s the second most important thing in your business. (Let’s face it, without the people you serve you don’t really have a business do you.)
HOW TO DEFINE YOUR MESSAGE
This isn’t always as easy and straightforward as it seems. Sure, maybe you can come up with a vague idea of your message pretty quickly. Or maybe you have no clue what your message is about.
But to really define it and get super clear about it, you have to go deep. You have to ask tough questions.
Some good ones to get you started are:
- What is one thing I wish everyone in the world knew?
- What would I say to a younger version of myself?
- What are my beliefs about x,y,z? (This could be topics relating to your business like personal development, money fears, etc.)
- Who is the one person I desperately wish I could help? (hint: it may be a younger version of you!)
- What am I unwilling to sacrifice in my life?
- What would I do if money weren’t important?
- What do I want to be known for?
Once you’ve answered these questions, we have to step back and look at what they mean. What do the answers to these questions have in common? Is there a big picture that’s starting to form? If not, keep asking questions until you see similarities.
Then you can begin to create a brand messaging guide. If you want to read more in detail about what that is, go here. But for now, you need to sit down and write out the following:
- Your Brand Promise (AKA your main message)
- Your Positioning Statement (How you stand out in your market)
- Your Value Proposition (How you offer value to your audience)
- Your Value Description (Your niche and who you help)
- Three key ideas that form your message (Short sentences that convey your values)
- Three proof points for each key idea (Examples or descriptions of how your business lives out those values)
Here’s an example of my own brand messaging guide:
- Brand promise (Message): To empower women through spirituality and tools to create an unshakeable message that gives them confidence and clarity in their business.
- Positioning statement: My business is unique because I am a spiritual leader and an excellent copywriter. They are connected and that’s what makes my work stand out from others.
- Value proposition: I offer value by helping other female spiritual entrepreneurs create their own clarity around their message so they can step more fully into their power and share their amazing work with the world. The more women I help, the more people they can help in return.
- Value description: My niche is spiritual women who have their own business sharing their spiritual gifts with the world. They are modern, feminine, and know that by living their best life, they can empower others to do the same.
- Three key ideas/messages:
- I believe spiritual tools are a reliable form of marketing
- I believe running a business should be fun and exciting
- I believe when you believe in yourself and your success you cannot fail
- Three proof points for each key idea:
- I use my own spiritual practice to help write intuitive copy and messaging for my business and my client’s businesses. And I share this with my audience
- I prioritize my own well-being and happiness over the idea of “hustle” or “hard work”.
- I am confident in why I do what I do and I know that no matter what I will not fail.
I know this seems a little overwhelming and tough to do on your own. But trust me, it is so so worth it to have that clarity and something written out that you can refer back to.
YOUR MESSAGE DEFINES YOUR MARKETING PLAN
So how does this all feed into your marketing? The short answer: in every. single. way.
Think of your message as the foundation that all of your marketing is built on. It will guide every piece of material, content, or ad that you put out there.
When you’re creating new content for your business or new sales systems, you should always let your message be your guide. Your ideal clients will resonate with it and be attracted to what you have to say.
The more aligned with your message you are, the more clarity and confidence you will have around selling your products or services. Because you know why you do what you do and you know exactly how important it is.
And at the end of the day, if you’re not sharing your gifts and message with the world, you’re letting everyone down. They need and want you to share your message.
If you ever feel stuck on sharing your message, simply go back to how important your work is for the person you’re trying to help. It could mean all the difference in their life/business if you put out what you need to put out.
So remember that every time you feel overwhelmed or scared about sharing your message or services. Marketing is not a dirty thing, it’s a powerful tool to change the world.
IS YOUR MESSAGE CLEAR?
What is your message for your business? Do you have it written down? Are you super clear on it?
If not, it may be the thing holding you back in your business. I know I felt this way for a long time. I didn’t really have a clear message, I just have a general idea of what my business was about and what services I offered.
Because I wasn’t very clear, my marketing was never very focused or effective. I always felt a little off or confused about what kind of content to create. And I never felt excited about sharing my services.
When you get clarity on your message, that all starts to shift. Suddenly, sharing your message and your services feels like an exciting and invigorating thing. You know your value and you want to share it with the world.
If you’re ready to start getting clear on your own brand message, download my workbook below or book a free discovery call with me here. I promise it will take you to the right step to creating more clarity, confidence, and sales in your business.