A Clear Message in 3 Easy Steps
Recently I was flipping through the news channels. As you can imagine, there are a lot of options these days. After about 20 minutes, I was frustrated and more confused than ever. How could the messages be so diverse on the same topics?
With all the information sources we have in the 21st century, it's easy for our message to get lost and fall into the category of noise. It's interesting to watch the communication strategies of many brands, both large and small.
When it's time to purchase a new product or service, I often engage in research to make the best purchase decision. At times I have spent hours reading, watching YouTube videos, etc. and at the end of the day, I am more confused than when I started.
What's the culprit? Sometimes the information is too much, sometimes it's too little, and sometimes it's simply too confusing.
How do you find just the right message for your brand like Goldilocks searching for the right porridge?
Last week I introduced the concept of the Communication Funnel below. Today let's focus on the foundation: A Clear Message.
All great messages for brands should have three parts.
1) Start with the problem. In today's world, our clients choose to do business with us for one reason...they have a problem, and they are searching for a solution. Don't start your message by waxing elegance about how great you are and the amazing services your offer. Get to the problem quickly. Clients don't care how much you know until they know how much you care. The quickest way to demonstrate you care is to engage your client's problem.
2) Clearly state your solution. Now you can talk about your firm a little. State why you can solve the problem your customer is having. What makes your solution unique? How can you state your solution in the shortest and simplest words possible
3) Finally, state the transformation that can take place if your client engages your solution. In essence, paint a clear picture of success. Cast the vision of what life will look like when the problem is solved.
Now put it all together and you have a clear, concise message.
Here's mine for Discover Blind Spots:
(Problem) Most Financial Advisors are consumed managing the day-to-day operations of their firm. Unfortunately spending your entire day addressing the urgent can create a blind spot of confusion when it comes to communicating effectively with your clients.
(Solution) At Discover Blind Spots we help Financial Advisors carve away the noise with a clear, personal, and sustainable plan so you can (Transformation) communicate effectively with your existing and potential new clients to build stronger relationships and grow your firm.
Today more than ever your clients are looking for a trusted and clear voice. Don't let your message fall into the trap of being too much, too little, or too confusing. Apply these three simple components to all your communication and your clients with be sure to engage.