You didn’t start you own business to become a marketer. But like it or not, you’re a marketer now. Problem is, you don’t have time to learn how to be a truly great one. So you try an ad here, a brochure there–whatever you can find time to do. And when it doesn’t live up to your expectations, you’re convinced marketing doesn’t work. And when you practice it that way, I’d agree.
Here’s a better way: Start with your sales message first. It’s your story–the reason you built your business in the first place. Why you believe you’re better at what you do than anyone else. And most importantly, why what you’re best at is EXACTLY what your customers have always wanted. They just didn’t know where to look, until now. So, what’s your story?
Create your sales message in just three steps:
- A Single Line that sums why you’re the best choice your customers have ever seen. This is your tagline.
- A Single Paragraph that adds the most important details about why you’re the best choice. This is your 30-second elevator speech.
- A Single Page that adds even more detail, including deeper benefits or ‘proof points.’ This is your website home page and the starting point for every other marketing communication.
Here’s the best part: you’ll save time and money, too.
Once you have the 3-Step Sales Message System in place for your business, an amazing thing will happen. You’ll stop reinventing the wheel every time you have to tell others why your business should be their first choice. You’ll always have the right answer at your fingertips. You’ll use it consistently (which builds momentum for your story over time). And, you’ll stop wasting time and money on marketing ideas that don’t work.
In my 10+ years of using this system, I’ve seen companies save as much as 30% of their time and money, because they never start a project from scratch.
And a funny thing happens once you know WHAT to say: You suddenly become a better judge of HOW to say it. Instead of spending money on an ad here (because the sales rep had a good pitch), or a brochure there (because another sales rep had a good pitch, too), you suddenly begin to see the bigger picture: WHAT you say and HOW you say it are really just two sides of the same coin.
Understand this perspective, and every marketing decision becomes that much easier. Should you buy an ad or a brochure? Maybe neither one. The better question is, What’s the best way to tell your story?
Know what your sales message is, and you instantly become a smarter marketer.
And you didn’t have to take a single MBA class.
Are you ready to get started? Then start here.
2 Comments for this entry
February 8th, 2011 on 5:14 pm
Great stuff! I’m going to try to implement the 3 steps myself.