CONTRIBUTED BY holly fisher, ceo of fisher creative

If you want to grow your business you must have a clear marketing message.  

That means you need to talk to potential customers and clients about the problem you can solve for them. You need to let them know the solution you have to offer and exactly how their life or business will be better after working with you.

It sounds simple, but unfortunately a lot of businesses miss the mark when it comes to their messaging. Their marketing message isn’t clear. It’s not consistent. And it’s not inviting customers into a story where they become the hero. Those mistakes are costing your business customers and profits. 

You can have the most amazing product or service, but people won’t buy if they don’t understand exactly what you have to offer and how it can benefit them. And they most certainly won’t buy if you never ask them to.

Here’s the good news: fixing your message isn’t complicated. Get started clarifying your message today with these five simple tips. 

1. Talk about the problem.

Your business solves a problem. Whether it’s business coaching, tutoring kids in math or selling gourmet cupcakes, your business is fulfilling a need. Most businesses don’t talk about the problem they solve for customers. They worry about coming across as too negative. But here’s the truth: your customers know they have a problem. That’s why they’re searching for a business like yours. They need help growing their business. Their child needs a math tutor. The boss wants to surprise the team with a cupcake party.

As you clarify your marketing message, identify the problem you solve for customers and clients. Then talk about that problem. Talk about it some more. And talk about it even more. If you stop talking about your customers’ problem, they stop listening. 

2. Speak to the emotion

People often make buying decisions based on emotion. And even more specifically, people want to avoid a negative emotion or outcome. As you think about the problem your customers have, don’t forget to identify the emotion that goes along with it (frustration, stress, worry, lack of self confidence, overwhelm). 

In your marketing, talk about that emotion. Empathize with how your customer or client is feeling. Recognize their emotional struggle. Then, explain how your product or service can alleviate their pain or help them avoid a negative situation altogether. 

3. Be the guide, not
the hero.

One of the biggest mistakes businesses make when it comes to their marketing is stepping in as the hero. What does this mean? Take a quick look at the homepage of your website: is the header image a picture of your staff or office building? Is the text all about your company history, your awards and accolades? If so, you’re making your business the hero. 

You need to flip the script and focus your message on your customer. Your job is to be the guide, leading your customer or clients to success as the hero of the story. Remember, there’s only room for one hero in a story. Make that hero your customer. 

4. Focus on the value.

A lot of businesses want to highlight the features of what they have to offer. They tout all the bells and whistles of their product or their 18-part coaching course. Instead, talk about the value your customers will receive by using your product or service. What is the success they will experience? It might be greater profits, less stress, healthier eating habits or improved productivity. 

It’s common for business owners and entrepreneurs to get really excited about all the features of their product and service. But getting into the weeds like that can overwhelm potential clients -- and potentially scare them away. When Apple introduces a new iPhone, it shows us how we can take amazing photos and make killer videos. It skips right over the inner workings of the phone. It focuses on the value.  

5. Call customers to action.

Ask people to buy. Ask them to book a consultation, make an appointment, shop the online store or purchase the course. You have to include a direct call to action in your marketing. Business owners are often hesitant to ask potential customers to buy because they don’t want to come across as pushy or salesy. They resort to passive actions like “Contact Us” or “Learn More.” 

People will go where you tell them. Asking people to buy your product or service isn’t pushy if you truly believe it can help them improve their life or business.

About Fisher Creative 

Many people struggle to write clear, compelling marketing copy. Holly Fisher takes that burden off business owners by crafting copy that cuts through the noise and helps them reach more potential customers. As a StoryBrand Certified Guide, she’s helped dozens of organizations create a clear message and develop an effective sales funnel that generates more leads and boosts their bottom line. Learn More >

Ready to clarify your marketing? Schedule a consultation

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