Your marketing message should be about “them”, not you

“Me, me, me. My, my, my.” That is all a recipient sees and hears when you talk about your company in your marketing. Classic examples of this are the photo of the service provider on the front of the card with a message that is all about what the company has achieved.

What if instead the company communicated the “benefits” of their services? What if they offered an answer to a problem that the recipient is likely having? Suddenly the company is speaking the recipient’s language – after all, the company is now talking about the recipient! This is a quick list of questions to ask yourself when thinking about the content of your marketing.

Making your marketing message about your audience

  1. Who am I speaking to? Knowing your audience is the first step to marketing. You have to know who you are talking to and what their lives are like. It may not be just one audience. There may be several groups and a specific message for each.
  2. What problem am I solving? Why would someone want to work with you as opposed to someone else? Knowing and communicating this is important. If the recipient can say “so what?” at the end of reading it, you haven’t communicated your message clearly. They should at the end of your message understand that your service will benefit them.
  3. What is the next step in helping them? Make sure you have a clear call to action. “Contact me to conduct a complete market analysis of your home’s current value.” “Visit my website to find beautiful furniture to fit your home and your life.”

Preparing your marketing message in this way can make choosing the imagery and writing the text a more precise task.


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