If you've read any of my other articles or attended any of the classes, workshops or programs I've taught, you know that the sales process I talk about involves having a conversation and finding a fit between what your prospect needs and what you offer. It's about starting and nurturing a relationship that has mutual benefit for your customers and you. 

But you don't get to have that conversation or start that relationship unless your can first get your prospects' attention. That's where your marketing message comes in. 

Marketing is about attracting your prospects to "your door." Once your prospects find you, you can start the sales process with them. Your marketing message, like any other type of message, should clearly communicate what you want to say in a way that is easily understood by your "target" audience. And your marketing message should always answer the one question asked by all prospects, "What's in it for me?" 

Typically, when prospects ask that question (WIIFM) they are looking for specific information about how you can solve their problem, why your solution is better than your competitors' and why they should trust you to help them reach their goals. 

The hook that keeps them coming back 

As you can probably imagine, crafting a marketing message that answers those questions clearly and compellingly can be a challenge. Here are some tips to help you develop your marketing message. 

1. Define your target audience. Before you can create an appealing message, you need to know who you're "talking" to. Be specific about who you propose to help and communicate that focus in your message. In addition to making it easy for those who fit your definition to self-identify, you'll demonstrate your expertise and boost your credibility. 

2. State the problem you propose to solve. Let your prospects know you understand their needs; that you "feel their pain." 

3. Illustrate the implications of maintaining the status quo. Show your prospects that continuing on their current path will only increase their frustration, their costs, their inefficiencies and delay or prevent reaching their goals. 

4. Describe your solution with heavy emphasis on the benefits. Remember that your prospects don't really care about the "bells and whistles" of your solution. They just want to know that it will solve their problem and how it will improve their situation – from both business and personal perspectives. 

5. Explain why your prospects should choose you. Tell them why you're different than your competitors. Stress your expertise and offer success stories or testimonials that speak to your ability to get the job done. Keep it short and sweet and on point. Remind yourself that this message is all about your prospects – not about you. 

Takin' it to the streets 

Once you've created your message, you can choose your method of delivering it. This might be as simple as using it as your "elevator speech" or as the answer to the question "What do you do?" 

Or it may involve delivering your message by mail, email, on your Website and in your prospects' industry publications. You may choose to use print, electronic, audio or video to communicate your message. 

Most importantly, you should be as focused on where and how you deliver your message as you are in creating the message. That means communicating with your ideal customers or clients where they congregate. And it means putting your message where your ideal customers or clients look for information to help them reach their goals. 

You can pretty much sum up the tips I've just given you in three words: 

Focus, Focus, Focus.

Focus on defining your target audience and on letting them know you understand their problems.

Focus on the benefits of your solution and demonstrate your expertise and trustworthiness. 

Focus on delivering your message to your ideal customers or clients in the medium they favor. 

Take the time now to develop your marketing message – with a hook. 

Ó 2006 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com. 

You may use this article in its entirety and without edits, in print, on the Web or in an email as long as you include the copyright and paragraph above. If you post it on the Web or send it in an email you must include a live link to www.salesnowonline.com. Please let me know where it will appear.