5 min read
Here’s the truth most business owners don’t want to hear: it doesn’t matter how good your products or services are–if people don’t know about you, they won’t buy from you.
The best products and services don’t sell. The best KNOWN products and services sell.
The best products and services don’t sell. The best KNOWN products and services sell.
Typically, the quick reaction to this truth is to quickly start pushing out more content and more ads.
But here’s the one thing I’ve learned in my years of branding and marketing.
Your content and marketing is only as effective as the message it delivers.
If your message doesn’t resonate with your target audience, then it will get lost in a sea of noise.
If you take the time to fully understand what message will resonate with your audience, you will be able to create content and marketing much faster and makes a significant impact on your audience.
Understanding what makes your audience tick is part of a comprehensive branding strategy. Most agencies and companies tend to skip over the brand strategy, but here are three tools we use as part of our four pillars of our proven Magnetic Branding Framework to help clients nail their messaging.
1. Perfect Pitch Framework
Our Perfect Pitch Framework is a step-by-step workshop that helps you get clarity on the challenges your customers face, how it makes them feel, and what they want.
This 9-step framework can help you develop an elevator pitch, create your sales pitch, or just give you messaging points for your advertising and marketing.
If you sell distinct service offering for different offerings, we recommend this framework for each offering in addition to your business as a whole.
2. Magnetic Messaging Framework
Creating content is critical to getting the attention of your target audience. A lot of people spend time churning out content, but it doesn’t produce any results.
The reality is that content creation is pretty easy once you understand how to use a proven framework for effective content creation.
The best content draws your audience in closer, piquing their curiosity and guiding them to their goals.
Our Magnetic Messaging Framework leverage 21 proven message types that will give you endless ideas of content.
3. Content Flywheel
If you want to be known in your domain, you will want to focus your messaging around some key topics. These are areas within your practice that are relevant to your audience and display your expertise in your field.
But within each topic, there are always sub-topics. These are smaller nuances of the core topic that show your depth of knowledge.
You can then break each of these sub-topics down into six different types of messages that address:
- Mistakes
- Misconceptions
- Insights
- Stories
- Questions
- Process
By the time you cover each of these types of content for one main topic, you will have 18 pieces of content on that one topic.
Once you have leveraged these three tools to get clarity on your messaging and develop pieces of content and marketing, you will not only have content for months but you will also be deadly accurate with your messaging.
