Unless you have a truly niche business with no competitors whatsoever, you need to preach to your target audiences why they should pick you and not the other guys.
Together, we develop your strategic message strategy that identifies who you are, your differentiators and your value propositions and communicate it in such a way that will resonate with your audience, and clearly set you apart from your competition.
Strategic Messaging Lesson #1: You are not your target audience
There is often a disconnect between the features and benefits a company touts in their products or services and those their audiences actually want.
So, we identify just what makes your customers tick:
- What do they find valuable?
- What are their pain points?
- What are their buying triggers?
- What are their impressions of your products and services?
- What are their impressions of your competitors’ products and services?
We learn this by asking them, through a comprehensive series of customer interviews where we uncover their buying behaviors and influences.
Strategic Messaging Lesson #2: You are not your competition
Your message strategy must separate you from your competition. To do this, we take a deep look at your competition to understand how they are positioning their products/services, and gauge how well they are reaching that same target audiences you’re vying for.
We look at their websites and their advertising, marketing and social media efforts to identify what they do well. We compare that to what your customers said your company does well and see what overlaps.
What does not overlap are your competitive differentiators.
Building the message strategy
We put all the valuable customer and competitor information collected in a funnel, and the resulting analysis reveals:
- The sweet spot of customer need(s) you satisfy over your competition
- The features or benefits your audiences are looking for most that only you can deliver
- The emotional connection you can make, and through what media, that will impact your target audiences’ decision making
These insights are melded to create your marketing messages – with the specific language your customers are using for maximum impact.
Paradigm separates perception from reality
Knowing what your customers want versus what you think they want can be the reason your customers choose you over your competition; it can also be the difference between success and failure.