Multiply Your Customers, Clients, or Patients By Defining Your Core Message Clearly and Persuasively So Your Business Rises Above Your Competition and Becomes More Meaningful, Memorable, and Infinitely More Desirable to Work With.
Have you ever wondered why people don’t buy from you after they’ve shown significant interest?
Or perhaps you’ve wondered why people flick away from your website just seconds after landing on it … or show no interest in your business card when you meet them in person.
If you’re tired of talking to people who are sceptical about your claims and focused on price …
If you’re sick of waiting for your expensive SEO and advertising campaigns to create a return …
If your phone is silent and your website isn’t sending you a steady stream of leads …
… then perhaps it’s time to ask if ‘Core Message Confusion’ is the problem.
Keep Reading To Discover How You Can Start Attracting A Steady Stream Of Clients That Already Trust You, Like You And Know You By Design, Not By Chance…
Best part? It will also save you and your staff hours of time and thousands of dollars on copywriting because you’ll have this reference tool at your fingertips to make your life easier every day.
The Secret To Having A Worry-Free Business Without Stress And Strife Is To Create a Clear Powerful Message, and Repeat it Over and Over In Ways That Resonate With Your Ideal Clients, Customers, or Patients.
Do you know why?
It makes your business more memorable, it creates a sense of familiarity and trust, and it makes it easier for your family, friends, and clients to refer you to others because they know exactly what you do.
Confusion causes paralysis! When people are confused about what you do, whether you can really help them, or whether you are the best choice then they don’t take action. That means that you don’t get business from them.
Take away that confusion, and suddenly people find it easy to decide to work with you.
So Now Let’s Take An Inventory Of Your
Business Right This Moment As You’re Reading
This Letter:
1) Do you have plenty of people calling you, coming into your store, or making an appointment with you, and telling their friends and family to do the same?
2) Or, are you constantly worrying about where your next customer, client, or patient will come from?
Based on my experience helping entrepreneurs and business owners attract greater prosperity in their business, the answer is, unfortunately, #2. These entrepreneurs constantly have to deal with sceptical prospects and “hope and pray” they’ll do business with them.
This leads to bad negotiating positions when you start undercharging yourself just to “get that customer or client.” There’s no certainty in a business that doesn’t have a steady stream of qualified prospects.
But … if you have a constant stream of prospects flooding your business that are pre-disposed to do business with you, you have a certain confidence. You’re not forced to do business with every customer, client or patient out of necessity just to make payroll every month. You have a thriving, vibrant business that’s fun to possess because all the prospects walk in the door pre-disposed to do business with you.
The Best Customer, Client Or Patient To Deal With Is One Who Has Already Decided To Do Business With You
You see, standard prospecting techniques no longer work as well as they once did. The average prospect is more sceptical, less trusting, and wants to have a “know you and like you” relationship with those with whom they do business.
Plus competition is fierce and many markets are already saturated—making reaching cold prospects ever more challenging.
The answer is learning how to project a clear, compelling message, that leaves prospects in no doubt about the value you provide, and makes it easy for existing clients, family and friends to refer you to others, so you have a steady stream of new business.
The easiest way to do this is to hire a team of copywriters for your business, get them to create a Messaging Guide, and then ensure that every email, social media post, blog, brochure and other communication gets vetted before it reaches the outside world. If that sounds extremely costly and demanding, you’re right. It is! Far more than most businesses can afford.
But there’s another way you can achieve nearly the same results.
The Core Message Guide.
A Core Message Guide (CMG) is a comprehensive document (usually 10 to 15 pages long), that contains all the relevant marketing messages, (including benefit-driven selling statements), related to a product or service. It enables businesses to consistently use the same messaging to communicate their product or service so that your message really sinks in to your prospect’s mind. Everyone in your company who communicates with the outside world should have a copy on their desk and should use it for every message they create.
A Core Message Guide provides your business with the following advantages:
- Speed: using your Core Message Guide as a reference you can create everything from emails and web pages to sales letters and marketing materials faster than you would every have believed possible because you have all the reference materials in a single document as well as a selection of headlines and more.
- Power: with the information and statistics you need to describe your product or service at your fingertips, as well as the most irresistible and effective selling points for your target market you will find that every message you send has more impact and generates more sales.
- Branding: Your brand consists of far more than your logo and colours. A consistent message creates a powerful, memorable brand that not only generates more sales, but also builds recognition and saleability.
- Cost: You can write all your messages in-house. Many businesses do write their own copy because the cost of hiring a professional copywriter seems too high. Of course, the cost to your business of appearing schizophrenic and unconvincing could be even higher… A Core Message Guide provides the best of both worlds: the cost-saving benefits of writing a lot of everyday copy in-house without sacrificing power, quality and consistency.
In face, it lets you have your cake and eat it too!
So, What Does a Core Message Guide Contain?
Every CMG is unique to the business for which is it written. Some CMGs have extra sections, other have fewer but the main areas they cover are:-
- Service / Product Tag Lines
- Detailed Description of Target Market
- Description of Voice Through Which All Marketing Copy Will Be Written
- Explanation of Human Value Proposition Provided by the Product / Service
- Key Words and Messaging Themes that Address Primary Solution-Based Benefits for Users
- Contact Details & Qualifications of Key Team Members
- Potential Headlines, Sub-Headlines, and Email Subject Lines
- Emotional Benefit Statements
- Product / Service Positioning Statements (differentiators)
- Your Process Outline
- Key Statements for Overcoming Objections
- Testimonials
- Statistics & Other Social Proof About Your Product / Service / Industry
- General Quoting / Proposal Document
- Call to Action Lines for Website, Sales Letters, Emails
As you can imagine, this provides the framework for just about any form of written communication you need, and saves you searching through files or pieces of paper to find your notes on the subject.
What is the Process for Creating a Core Message Guide?
Creating your Core Message Guide involves a simple 3-step process:
- Collect and Review Background Information
- Complete a Questionnaire via Interview (typically 1-2 hours) and request any additional information
- Write Core Message Guide and revise (up to 3 drafts).
How much does a Core Message Guide cost?
Most Core Message Guides cost $2,500+GST
There are some situations in which there will be additional charges (multi-faceted businesses with several different product / service lines) or clients who have specific additional items they would like included.
