Lockdown, chapter four: Create a clear and compelling message

A compelling message is one which inspires action. It speaks to people on an emotional level; it instigates a feeling and has the effect of making them do something. The most effective messages are those which tap into what it is that your customer is really looking for. Are they looking for a personal stylist, or the ability to regain lost confidence and feel like themselves again? Are they buying a piece of art, or something which captures a feeling?

Many of the businesses we come across have a muddy message which tiptoes around the point and just doesn’t say much. It takes real confidence to have a bold message, but it pays off. Be clear about your purpose, your passion and value.

Try this - think about how your customers may be feeling when they’re searching for what you do. What outcome are they hoping for? What do they want the experience to be like? Once you’re clear on how they’re feeling before they buy from your business, you can set about answering that ‘problem’ with how you’re uniquely positioned to make life better and more beautiful for them.

Action:

Review your current messaging through fresh eyes. What is it that your website is saying, really? Does it make people sit up and listen, or is it somewhat mediocre? How can you shift it to make it more powerful?