“Marketing is a battle of ideas. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. Without one, you had better have a low price. A very low price.”Al Ries
Far more important than any word choice are the ideas behind those words.
Specific words add nuance to your writing. They give readers a certain ‘feel’ for you and your brand.
But the ideas behind those words are what get remembered. And shared. And acted upon.
The ideas are what make up your Message, which is the final component of “AOM” (we covered Audience and Offer in previous emails).
The Message is where we connect our Audience and the Offer together.
(You can also think of this as “persuasion” or “copywriting”)
This is where you put forward the most persuasive ideas possible. So that people truly ‘get’ what you’re offering and understand its true value.
Check out this headline for the course, ‘Mini Workshop Magic’:
There are two ideas that create their compelling Message:
“Get paid to teach workshops.”
“Turn workshop attendees into clients”
Wake Up to Freedom is the brand behind this program. They’ve been sending strangers to this page for a year or two now. Which means it’s working for them.
And it’s no wonder.
The Message is constructed to express their Offer in a clear and compelling way.
As you develop your Message, it’s important you make a clear distinction in your mind between the sales and fulfillment portions of your business.
On the fulfillment side, it’s important to consider how each component of your product or service does its job to deliver the result.
However, on the sales side, all that really matters to your customers is that they get the result they want.
Because if you’re like me, it’s easy to get excited about all the nuances of your craft… and forget that your market is largely made up of laypeople.
Most clients don’t care much about the product or process. Only that it does what you promise it’s going to do.
In other words…
Focus on the craft as you prepare for and fulfill on the promise.
And focus on your client’s future self as you create your marketing messages.
So you create Messages that engage your audience and get them invested in who they’ll be on the other side — as a result of getting your support.