Written by Corpwrite's Vanessa Mickan
All parents are at some point stumped by the typical questions 5-year-olds ask like “Why is water wet?” or “Where does the sky end?” And unless they enjoy hearing a child repeat the same Zen riddle over and over until bedtime, they become experts at quickly coming up with simple, one-sentence answers.
When you’re considering whether to buy a product or service from a business, you’re probably a lot like that 5-year-old: you want a clear, straightforward answer about what the business can do for you. In fact, if you don’t get a clear, straightforward answer, you click onto another company’s website or tell the salesperson “thanks but no thanks”.
Too many businesses struggle to achieve the clarity and simplicity their customers want. You can gain an edge over your competition by asking yourself: how would you explain your product or service to a 5-year-old?
If that sounds like an insurmountable task, think of it this way: at least you’re not going to have to try to explain why the sky is blue. Plus we’re going to go through the practical steps that will get you there . . .
Get clear about what you offer
Step 1 in honing your message is to get clarity on what sets you apart from your competitors. Your customers are bombarded every day by other companies’ social media posts, ads everywhere they turn, content marketing, direct marketing filling up their inbox and more. You may have the best products or services in the world, but if you don’t find a way to clearly define your business, your marketing material will become just another distraction they ignore. We all know what happens when businesses don’t have clarity: they put out generic-sounding messages that people stop reading after the first line, and they target the wrong potential customers.
So how do you create marketing messages that set you apart? You get clarity on who you are, who your customers are, and what you offer them. Ask yourself:
The time you spend now clarifying who you are and what your customers want can pay off big in the future as you begin to create more effective marketing messages that truly connect with your ideal customers.
As for why water is wet? Um . . . go ask your mother.
Luke Maddison and Jeremy Plint founded Corpwrite Strategy after many years in marketing roles with brands such as Canon, CCH, Ricoh and Garuda Indonesia.