This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It is also part of a sub-series on the preparation tasks you do prior to actually starting your Inbound Marketing effort. To find those lead articles, please click one of the links in the prior sentence.
The very first question in my new client startup process is…. What is your primary message?
I am sometimes surprised that a business owner who has been in business for some number of years will sometimes lean back in his chair and say “Wow! That’s a good question!”.
If you want your prospects to understand you, you need to know what you want to say.
You also need to be able to condense it into very few words.
I first have people get it into 25 words or less. Once that is done, I ask them to take it down to 10. That’s hard. My primary message is…
Zippe.biz helps you generate quality leads for your business through your website.
Which is 12 words. Getting to 10 is not the point. Getting to a concise pithy statement is.
If you need help in figuring out your primary message, focus on the problem you solve. Not on the solution per se, but on the problem. Then craft a statement of the format….
We solve [abc problem] by [xyz solution].
Some specific and tangible examples from some real clients are below. Of course to protect the identifies of these clients, every example below is from Acme Company.
Acme Company turns your smart phone into an action camera for a fraction of the price.
Acme.com provides a simple online school management system which students, teachers and parents love to use.
- Acme.com customizes remarkable products & apparel to tell your unique brand story.
Why is this exercise important? Because it sets the entire directly of what you and/or your team members will write about. Without this focus, it’s easy to stray off topic, which can diminish the effectiveness of the effort.
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