Core Marketing Message
More Than a Unique Value Proposition
A core marketing message is the fundamental tool used for
communication with a prospective customer.
Your core marketing message goes beyond your unique value proposition,
which states to your prospect the primary benefit offered by your company's
product or service. Rather, the core marketing message serves as the
foundation for your entire marketing strategy by making it easier for you to
talk about your business, and for decision makers to remember and spread the
word.
A core marketing message encompasses your complete marketing message
including your target market, their problems or needs, your solution, and
proof that your solution works — and that you have the experience and talent
to make it work. Without a core marketing message, it becomes much more
difficult to quickly answer the question "So, what does your company do?"
Memorable marketing is particularly important in B2B sales, where sales
cycles are longer and more than one individual may be involved in making a
decision as to whether or not to use your service.
To develop a core marketing message for your business, here are a few
subjects to ponder.
- Target prospects. Which businesses do you serve? Are they small
entrepreneurial businesses or large corporations? Where are they located?
Describe your company's ideal B2B client.
- Benefits. To make your marketing more effective, evaluate your target's
key problems. What problem does your business solve? What are the specific
benefits offered to your prospective clients?,
- The solution. Explain how your company can solve the problems of your
target prospect. What results will you produce?
- Proof. Back up your claims with testimonials and references from
satisfied customers. Business owners will be especially interested in
success stories about companies you have helped which are similar to theirs.
Once you have established a well-defined marketing message, it should be
incorporated in one form or another in all of your marketing materials,
including articles, white papers, press releases and your website.
Take a look at your marketing materials, and consider your sales
presentations. Is there a consistent, easily identified core marketing
message shared by all these marketing tools? Prospective business clients
don't have time to spend figuring out just what it is that you do. Your
message must be simple, well-crafted, and delivered quickly and clearly to
achieve the maximum result.
For more information on having MarketBlazer guide your business to
the next level in marketing, call (770) 406-6343 or email us at
info@marketblazer.com.
