Your marketing messages should communicate the identity, purpose and “uniqueness” of your company and service. The most effective way to do this is to build those messages around your key differentiators, i.e those factors that provide a compelling reason to select your firm, rather than another.
Many advisers are reluctant to appear too “niche” in their messaging for fear of missing out on working with a wide audience. However, research shows that, particularly in professional services, firms that specialise tend to grow faster and that those fast growth firms are more likely to have a clear, strong, easy to understand, believable differentiator.
Asking your clients what they value about working with you changes the game from one where you craft messages based on what you think clients value to one where your messages are built around the value that exists in the hearts and minds of your clients and other like them. Such client research will reveal:
- What is different about you compared to “the rest”
- What client appreciate about you and your business
- What your business is good at (in ways that matter to the client)
Bland statements about your “great team” and “exceptional value” just won’t do the job.
So your messages have to be different. It also should tick all of the following boxes:
- It should be true. Blindingly obvious I know, but just reflect on some of the claims made in many marketing materials; pure hype.
- It should be provable. The Rolex advert shown during Sky’s coverage of this years Grand Prix is a good example. Seemingly, if I go out and buy one it will motivate me to drive faster/better/more skillfully! Really? I drive how I drive and have no intention of driving any differently, with or without a Rolex on my wrist!
- It should be relevant and important to your target audience. If the recipient of your message couldn’t care less, because it isn’t relevant AND important to them, then your message won’t get through the noise.
Do your marketing messages meet these criteria?