Two years ago, on a rainy day, my daughter called me one evening from her room – “mom, come here, I think there is a leak in our roof.” Sure enough, there was water dripping from the ceiling in one corner of her room. To be honest, I knew this day would come; our roof is more than 20 years old.
Nevertheless, I put on my rain jacket, got the ladder out and climbed on the roof. It turned out some leaves were blocking the downspout. I have taken the leaves out, some of the water drained, and the leak had stopped.
Ever since that day, every time there is heavy rain a sense of unease creeps on me, I get stressed, looking at the ceiling and thinking, when and where will it happen next? If this happens at nighttime, I find it hard to sleep.
Yesterday I finally called the roofer.
Let me ask you a question.
What product is the roofer going to provide me?
- “A brand new roof.”
- “Protection from the environment.”
- “Better sleep on rainy nights.”
For me, it is undoubtedly “Better sleep on rainy nights.” I cannot wait for the day I’ll be able to listen to the heavy rain at nighttime knowing it will stay outside.
Think about this when developing the marketing message for your business:
There are many ways to articulate what your services or product is.
In order to develop your marketing message, ask yourself these eight questions…
- What does your prospect HAVE in the “Before” state? What does your prospect HAVE in the “After” state?
- How does your prospect FEEL in the “Before” state? How does your prospect FEEL in the “After” state?
- What is an AVERAGE DAY like for your prospect in the “Before” state? What is an AVERAGE DAY like for your prospect in the “After” state?
- What is your prospect’s STATUS in the “Before” state? What is your prospect’s STATUS in the “After” state?
All too often marketing messages speak only about what a customer will HAVE if they purchase the business’s product or service. A better marketing message speaks to how a customer will FEEL, how their AVERAGE DAY will improve and how their STATUS will change.
With the help of these 8 simple questions, you too can create a marketing message that will have an impact.
Can you see how this would work for the roofing company?
The eight questions listed above are part of our customer avatar development process. This is a process we go through each and every time we work with a client to develop a marketing strategy.
If are curious to see this process might look for your business I invite to book a free no obligation discovery session.