When I’m chatting to people about their brand messaging, every now and again the question comes up: ‘Can I afford to do it?’
But I think the real question you should be asking yourself is this:
‘Can you afford NOT to do it?’
For many, it feels like a chicken and egg situation.
If you’re wasting your time and money on marketing and advertising techniques that aren’t working because your message isn’t right, you’ll continue to waste time and money unless you invest in getting the messaging right in the first place.So to dispel the chicken and egg style confusion, let’s clear this up – the Brand messaging does come BEFORE the marketing!
Here’s what happens when you don’t work on your brand messaging.
You’ll be wasting money on your marketing
Any kind of marketing, advertising, and communication that you do without the right messaging is going to be a waste of your time and money.
Messaging underpins every good marketing strategy.
It’s only when you do the work to get real clarity about:
You and your business offer.
Your ideal clients.
What makes you different.
The problems you solve for your customers.
And why you’re their kind of person.
that people will choose YOU.
Figure out how to get all that across in your messaging, and your ideal customers will know why they need to come to you and not your competitors.
If the messaging isn’t right, your marketing won’t get you consistent results.
Because if you’re confusing customers, you’re losing customers.
If you are just scattergunning a load of messages out into the world without much thought, coherence or consistency -you’re in danger of pushing people away from you rather than drawing them towards you.
When you invest in the brand messaging work, you’ll be armed with a consistent message you can use on your website, your social media posts, and will keep that familiarity across all the marketing material you’re putting out in the world.
You need to allow people to get to know, like and trust you through the content you’re putting out there.
‘But isn’t it going to cost a lot of money?’
Do it right, and you’ll get your money back almost instantly.
When you think about it, if you’re working as a coach or a consultant, for example, you’ll get a return on investment just by winning your next client.
And the best part? With the right message, you’re going to be consistently winning more and more clients, so you’ll get that money back over and over again.
Get the clarity you need to succeed
Stats don’t lie. A lot of small businesses and start-ups shut down in the first few years (months, even). And a lot of the time it’s because people worry about where to invest their money.
Budget is limited, and sadly, people often end up spending it in the wrong places.
I see a lot of businesses online who struggle with messaging.
They’ll join membership communities, pay for coaches, buy online courses, throw money at social media advertising – always looking for the next shiny object or the golden-ticket solution.
And actually where I wish they’d start is with the clarity and the messaging.
I often see people struggling with their marketing efforts because they haven’t done the pre-work, the foundational work, to understand how to talk about their business so customers choose them.
Brand Discovery – Understanding your brand & who it’s for.
Brand Clarity – Articulating & clarifying your offer.
Brand Positioning – Positioning and differentiating your brand.
Brand Messaging – How you communicate all this.
One of the most fundamental things you need to do in your business, especially if it’s your own personal brand business, is to really understand yourself, your business, and what it’s there to do.
Why does your business exist?
Why should people care?
Who is your business serving? Or who are the people you’re looking to serve?
How are you solving their problems?
How are you going to tell people that in a way that makes them listen?
Once you’ve done that, it’s so much easier for you to put yourself out there with the right message.
And when you do that, your marketing works.
And when your marketing works, your business works.
Are you worried you’ll feel salesy?
Once you’re clear on your message, you can be confident that the messaging you’re getting out there is doing your clients a service.
And that’s when you can stop feeling salesy and icky about your marketing efforts. Because you’ll know that the way you talk and write about your business speaks to them and is helpful to your clients.
In fact, if you weren’t out there talking about your business and how you help people, you’d be doing them a disservice!
Having clarity about your messaging gives you the confidence to stop procrastinating so you can get yourself out there and in front of your ideal clients.
One way I help my clients achieve this is by helping them build a Messaging Matrix or a Brand Script.
This helps you clarify your messaging, know that it’s speaking to your ideal clients, and the best bit is that you can ‘pick and mix’ from it to build any type of communication you’re putting together – whether that’s a sales page, a social media post or leaflets.
Many of my clients say they use their messaging matrix almost daily and it’s made a huge difference to how they put their content together, how much time it saves and the fact it brings them more business.
You’ll forever be the person who waves a flag with nothing written on it
I have a story I like to share when I’m out at events speaking, and in short, it’s this:
You can have a fancy-pants website, but if you haven’t got the right words on it, it’s like you standing in a room waving a flag in the air with nothing on it and trying to get people to buy from you.
Why should they come to you?
You can spend thousands of pounds trying to funnel people your way with ads, but if the message isn’t right, it’s just not going to work.
There is a bit more to this story (I love a story), and you can read it in this blog post – How to Get the Best Return on Investment from your Marketing Budget.
But the moral is – don’t be that person waving the flag in the air with nothing on it. Invest in understanding yourself, your business, and your ideal clients first. Only then you can create that effective messaging that really helps you tell your clients why they should choose you.
Be the person with the right message on the flag, and people will come to you.
As it says in the story, you need to be saying ” I can solve your problems and make you feel fabulous” – Be like Coral.
Stand out from the crowd
It’s very easy to get lost in a sea of sameness when there are so many other people that do what we do. There are tons of coaches, experts, consultants – but NONE of the others are you.
By working out how to position and differentiate yourself and then how to tell people that, means that you will stand out to the people you are looking to attract – your ideal clients.
This is the bit that many business owners find hard.
When you are so close to yourself and your business, getting the clarity on how to position or niche yourself and why people should choose you, becomes extremely difficult.
I have a knack for this. And the knowledge and experience to help you. And believe it or not the process is really fun.
Who doesn’t enjoy a light-bulb moment that could transform you from “just another” in a saturated market – to the obvious choice.
You become the go-to person for your ideal clients.
Are you ready to invest in your brand messaging?
When you invest in working on your brand messaging with me you get me – the director, who’s been doing this for 20 years.
I’m not going to charge you several thousand pounds or more, like an agency, and then put a junior on the job!
You get my expertise, my experience, my continuous professional development, and everything I’ve learnt over the years.
You get someone who truly gets to know you and your business and who really cares about your success. And knows how to get that messaging from the inside, out.
The added bonus is the positive energy the process creates.
Working with me gets you bubbling with enthusiasm for your business like a perfect glass of prosecco!
Soon you’ll be ready to share your sparkly new message and have your ideal clients knocking at the door to work with you.
I help you get clarity and build messaging that will get you results again and again.
And my superpower (the reason why people call me “The Messaging Magician”) is I get you that clarity quickly. I appear to get inside your head to build you a message that sounds like you and really works.
The sort of message that makes your ideal clients feel like you’re talking directly to them and gets them asking, “are you reading my mind?”
Don’t be the one who thought you couldn’t afford to invest in your branding. How can you afford not to?
Let’s have a chat and I can help you get the clarity to build your stand-out brand and show you how to create messaging that lets you shine. And brings clients to your door.
You can book a FREE 40-minute consultation with me and we can talk about how I can help you.