How to Master Your Messaging

Is there anything more fundamental when it comes to speaking about your business (both in-person and via your marketing channels), than being able to summarise what you do in an easy and understandable way?  I don’t think so. 

That is why it is so important to have a clear Value Statement (also known as a golden sentence, elevator pitch, or positioning statement) that tells the person listening (or reading) who you serve (your client niche) and how you make a difference to their lives, in one single sentence.  However, this is actually a pretty challenging thing to get right and, in my experience, is likely to be something that you never stop tweaking!

You will find different variations on the format (for example, take a look at www.storybrand.com where Donald Miller puts more emphasis on highlighting the client’s problem first), but the one that I like to use is:

I help [insert ideal client/niche] to [insert benefit of your service] so that they can [insert inspirational outcome for the client].

Sounds simple, right?  That is, until you realise that you need to have done the work to define your ideal client, the challenges they face (and the benefits of your service to them), and to understand ultimately what is most important to them.

So let’s break down the steps you need to work through in order to fill in the gaps…

Step One: Define Your Ideal Client and Niche

My advice?  Niche and nice again!  You really can’t be too specific when it comes to defining your ideal client and/or niche.  Remember, this isn’t about turning away business from those who don’t fit the exact bill of your ideal client, it means making your marketing communications absolutely clear, so that your clients are able to easily identify themselves when you are talking about their problems and how YOU are best placed to help them.

Focus your attention on the psychographic of your niche (their main, challenges, road blocks and fears – what keeps them awake at night?), rather than their demographic (really just a lot of statistics that won’t help you with your marketing).

Try to see the world through your clients’ eyes and, if you’re struggling, take yourself back to the time when you were at the same stage and brainstorm how you felt at the time and the problems you encountered.

If you would like some more help, you can download my free worksheet here: How to Define Your Ideal Client

Step Two: Bridge the Gap

Through your marketing messaging, in whatever form that might be, i.e. social media, blog posts, email newsletters, presentations, webinars, networking events etc., you need to help your prospective clients to identify where they are now and where they want to be, demonstrating through your content how you bridge the gap.

You need to be able to talk about your clients’ struggles with ease, and show them the way forwards through your bridge of services, knowledge and expertise.  You must be clear about the benefits of your service, rather than the features, whilst focussing on the value that your service will bring to their world.  For example, will it ultimately help them save time, or money?  If so, you’re onto a winner!

Step Three: Provide an Inspirational Outcome

We love to feel inspired and that we’re part of something even bigger than ourselves, it’s motivating.  So, help create a vision for your clients – what would be their ultimate outcome?  What’s it all for?  A better life?  More time for adventure?  Financial freedom so that they can do whatever they choose?

Give them hope.  Make them believe that, by working with you, dreams really can come true.  Have them thinking, “Yes!” when they engage with your content.

Once you have taken the time to work through and brainstorm the three steps, you will then need to start to refine your ideas into your single Value Statement.  Approach this task with an open, playful mindset and don’t get too frustrated with yourself! 

My top tip?  Stay away from your industry jargon and try using your clients’ language instead.

So, have fun and above all, enjoy the process!

Want to work through your messaging, or perhaps get some feedback on your Value Statement?  Why not book in for a 30 minute FREE Taster Session with me right here and I will be pleased to work through it with you.

Vicki Messenger helps empower aspiring and early-stage female founders to confidently create, launch and grow purpose-driven, soul-feeding, authentic businesses that work in harmony with their ideal lifestyles.  You can find out more about Vicki’s services, along with more articles and heaps of complementary resources at www.vickimessenger.com.

And, why not join our growing community for women in business, The Collective, and find daily tips, tools, inspiration and mindset matters, as well as weekly live trainings and quarterly guest interviews right here.