The first step to creating a core message is to develop a statement that will tell prospective clients and referral sources what you do as it relates to their interests, needs and goals. In other words, it answers the question, "what's in it for me?"
To create this statement, you will need to shift your focus from yourself, i.e., a description of your services, profession or credentials, to a focus on the solutions or benefits you provide that will appeal to prospective clients and referral sources.
A good place to start for creating your core message is to answer the following questions, which will help you to focus on your clients' problems and the solutions that are important to them.
1. Who is your market?
2. What problems do your clients have that you help them solve? (Why do they need your services?)
3. What is the benefit of your service to your market? (What do clients want that you help them get?)
4. What differentiates you?
Use the answers to these questions to create your core message.
Then use it as the foundation for all your marketing communications, including your web site, professional biographies, elevator message (30-second statement telling people what you do), two-minute networking introduction, letters of introduction to prospective referral sources, and radio and publication ads. You can also use your core message in media releases and talking to the media.
As you communicate your message to clients and referral sources, do not tell people what you are; tell them what you do as it relates to the value you provide.
The universal truth for people hearing your message is, "what's in it for me?" The more effective you are in communicating the answer to this question, the more people will connect with how you can help them or someone they know.
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