For your message to resonate, it has to be important, and it has to be important to a lot of people. And once it reaches those people, they must view it as honest and accurate.
Consider a new restaurant. The opportunity to eat delicious food is important to most of us. So if you own a restaurant that serves delicious food, you have a message that is potentially important. Of course, there are caveats. If your restaurant is 200 miles away from me, the stronger your message must be to convince me to make the trip (Your message would probably have to say your food is the most delicious within a 200-mile radius, and backed up with a baker’s dozen testimonials). The same goes with the amount of money you charge.
So ask yourself if you have a message that will peak the interest of a lot of people and convince them to act. This takes thought, testing and research.
After your message proves itself to people, you have to prove yourself to your message. Back it up by doing exactly what you said you will do!
I must not have had enough for lunch, because here comes another food analogy.
I love a good burger, and I had been wanting to try out a local fast-food burger joint for a long time because its name and slogan screamed high-quality, deliciousness. I finally had a chance to stop by one day. As I walked in and looked at the menu board, the prices jolted me – almost $10 for the smallest burger, plus fries and drink. That’s high for fast food, but that’s a message in-and-of itself saying this would be an exceptionally good burger. So I spent the cash.
After one bite I became angry. There was nothing special about this burger, other than the price. After I was finished, I was even more angry, because the smallest option left me hungry. I knew I could have had better food for a lower price that would have filled my belly. Needless to say, I won’t be going to that joint every again, unless perhaps I hear a new message from them stating improved food and lower prices. But they better back it up.
Make sure it’s important. Make sure it’s honest. Pretty simple.
Food for Thought for Next Week’s Post: Integrated Marketing
Take a look at this excellent commentary on integrated marketing by Steve McKee. Consider how your marketing strategy may be fragmented. Next week I’ll discuss how you can streamline your approach and stay patient as your message catches on.