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It’s The Message, Not The Media, That Matters


message in a bottle

Message Is Not The Media

A Great Local Marketing Messaging Cuts Across All Media Channels
It’s tempting with all the new marketing channels created by the Internet to get caught up in the hype of the latest and greatest toy.  Facebook, Twitter, StumbleUpon, Pinterest, Reddit, Instagram, SnapChat seem like huge engines to get your local business notices.  No doubt, your social media toy is shiny and cool. Everyone, and I mean everyone, is talking about Facebook and Twitter. You cannot turn anywhere and miss the conversation about them.  But, those are the media channel from which you communicate.  The media is the means to get your message out, the way to interact.  Your MESSAGE is why they engage with you.

Without your strong relevant message and/or noteworthy activities like client successes or new products, it will not matter what media you choose for your marketing. Think of it like the news. While the news can be crazily sensational, it constantly piques your interest.  You can pique prospects’ interest if you have a great, interesting, compelling message.

In ancient times, storytellers told tales and lessons from ancestors.  The town crier delivered news of the day and messages from the leaders.  In some cultures, there were drums delivering information.  Stone tablets were another favorite from the Bible.  Then, we evolved to pen and paper.  That guy, Guttenberg, changed the whole world with a printing press, creating mass media nearly overnight.

Throughout the evolution of communication from the stone tablets, printing press to Internet-driven citizen journalists and content publishers, it’s the story, the substance, the essence that have mattered most to the recipient of the message.  The method (AKA as the media) of message delivery is not doubt a big deal.  While television networks, radio stations and networks, newspapers (until recently), printers and Internet companies are HUGE businesses, they only deliver news and messages created by others.

The Truth of Messaging

Your local business marketing message has to pique a prospect’s interest. They are not robots. They want to be excited. They are curious. They want to feel safe. Message matters because however a prospect encounters you, they want to know what you do, what you think and how your business can help them.

It is ESSENTIAL for a service-based companies to have a strong message. You have no product that your prospect can hold and they really, really have to trust you to buy from you

Think about your own experience. What’s the last thing you bought? How did it catch your eye? Why that product? Why not something else? Why are you spending your money there? Use that experience to think about what message “they” sold you on and use it to influence your message

Worried about scaring them with a “negative” message? Study after study shows that humans respond to problems better than goals. You won’t be negative or scary if you come from a genuine place of help.

3 Ways To Develop A Strong Message

Answer one of these questions. Write out your story. Cut it down to a few lines or just one. Tell that story to everyone.

  • What problems do you solve for your clients?
    • List them out
    • See if you can consolidate them into several major themes
    • Keep in mind that clients will pay for results.  So what results can you deliver?
  • What successes have your clients had from working with you?
    • Along the lines of results, what numbers or statistics did you clients achieve.
    • Think of what happened when they came to you, what you did and what happened from working with you.
    • You can deliver that story in about 3-5 lines.
  • What is the most passionate, core idea of your business? What motivates you?
    • You probably give free advice.  That’s your passion.
    • Your passion drives the free advice – a belief that everyone deserves….(fill in the blank)
    • What would you stand on a soap box and tell anyone who’ll listen about your profession.

With a strong message, you’ll find others responding to you and trying to help you because they understand you. After all, isn’t that what we all want? A little understanding.


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