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bigstock-nature-pathway-in-the-forest--19541654 copyWhen someone asks you, “What do you do?” how do you answer?

Do you fumble your words not knowing what to say? Do you give a long, complicated answer covering every aspect of every product or service you offer? If so, it’s time to bring some clarity to your marketing message.

Having a quick, clear marketing message can make the difference between meeting a new acquaintance and forging a new client relationship. You never know when a chance encounter could lead to a major deal, so it’s always best to be ready to pitch the value you offer.

Your marketing message should be simple and succinct, yet still have the ability to convey your mission and offerings clearly and distinctly.

It should evoke emotion and intrigue. It should spur people on to inquire more about you and the unique products and services you offer. It should demonstrate empathy and expertise – making your audience aware that you not only understand their pain, but that you also can provide the cure.

A powerful marketing message opens up the possibilities for a deeper level of connection with someone. It goes past the superficial and right into the substance of who you are, what you do, and what value you can provide to them. Spoken confidently, it can leave a very strong impression and open the doors for sales down the line.

To create a compelling marketing message that get results you must first identify your ideal client.

Who makes up your target market? Health coaches? Graphic Designers? Preschool teachers? Each one responds to different messaging. Don’t try to appeal to everyone at once.  Instead, niche down and really make your marketing message specific. I know it seems counter-intuitive, but the less people you target, the more effective your messaging will be.

Consider how you want your audience to react.

What actions do you want them to take upon hearing your marketing message? Don’t assume that your potential customers will know what to do next on their own. Direct them. Create messaging that avoids sounding pushy but yet still compels your potential customer to take the next step.

Which words will resonate the most with your target market?

Different types of language appeals to different groups and genders. Make sure you use wording that has the greatest effect on your key audience.

Remember when crafting your marketing message to demonstrate empathy for your customers. Research and truly comprehend the problems and struggles your ideal clients regularly face. Speak to those issues and present your product or service as the solution. Listen closely and ensure them that you understand.

Try out different marketing messages with different wording and approaches until you find out what works.

Test it out at networking events, business gatherings, and other places where you have the opportunity to present yourself to potential clients. Keep practicing until it sounds natural and rolls right off of your tongue. Soon you’ll be turning simple introductions into great opportunities.