Caller -    “Can I speak to Vida Jurisic?”

Me -        ”Who’s speaking?”

Caller -    ” We do cleaning in your building.”

Me -        ” What do you do you do? House cleaning, carpet cleaning?”

Caller –    “We do carpet cleaning and upholstery.”

Why didn’t she tell me this in the first place?

What’s more, her offer isn’t clear. She cleans, I write, you make cookies. So what!!

What matters is WHAT she is offering me. And what difference is it going to make in my life.

Frankly, the caller didn’t make one teensy bit of difference in my life today.

Because her message didn’t have a clear offer. Does yours?

That’s why I’d like to tell me what are your most difficult challenges that keep you from getting your message out to get repeat business from those precious clients you already have and attract good paying new clients who you know can benefit from your product or service.

Please let me know which one (s) are the toughies: 

I don’t t have enough time

 I don’t have enough money or a dedicated budget

I don’t have any person in charge of managing and promoting message consistency

I don’t really know who my target market really is any more

I don’t know how to clearly explain what my message is

My sales and marketing people aren’t communicating the same message and aren’t sure what the message is.

I am so confused about choosing how I should communicate my message –on Twitter, LinkedIn, Facebook, in a magazine article, in a TV or radio commercial, on IPods or IPhones,  through teleseminars, Webinars, podcasts, newsletters,  newsfeeds, my website, white papers, free information products. Google Ads  - it’s overwhelming – how do I know which one is right for the clients I want to keep and the new ones I want to attract? 

Please leave plenty of comments.  This is a huge issue and deserves a really good discussion.

 Vida

Think of it this way - Like  a new $100 dollar bill, when you’re acquiring new habits you don’t bend so easily. It takes time to learn where the natural folds are and to befriend them.

And for those clients that sometimes make you lose your cool, remember:

Nothing is ever lost by courtesy. It is the cheapest of pleasures,
costs nothing, and conveys much.

– Erastus Wiman

It will also give you a chance to see who, on your list, is a current client, a past client, a potential client or who can be a strong source of referrals.

Then take a look in what areas of business your contacts are and this may stimulate you to create new services, revise exisiting ones and help you manage your core message, keeping it consistent with these new activities.

The message can produce wonders when its value and relevancy is intimately linked to the immediate need of your clients,  and consistently communicated at every level of your business.  

To accomplish this sounds easy, but you and I both know that the product or service you offer has to continuously reinforce this through repeated conversations with your customers so they know that when they’re not thinking of you, you are.  The challenge is not negligible but well worth the time you will invest in your message to make sure your customers will be listening when you talk with them now and in the years to come. And most importantly, it will earn you their trust and business.

To get you into keeping my clients message thinking mode, here’s a great round up of the 20th century’s Top 10 ad slogans. (Source AdAge.com  – The Advertising Century http://adage.com/century/slogans.html)   

TOP 10 SLOGANS OF THE CENTURY

1. Diamonds are forever (DeBeers)
2. Just do it (Nike)
3. The pause that refreshes (Coca-Cola)
4. Tastes great, less filling (Miller Lite)
5. We try harder (Avis)
6. Good to the last drop (Maxwell House)
7. Breakfast of champions (Wheaties)
8. Does she … or doesn’t she? (Clairol)
9. When it rains it pours (Morton Salt)
10. Where’s the beef? (Wendy’s)

Look Ma, no cavities! (Crest toothpaste)

• Let your fingers do the walking (Yellow Pages)
• Loose lips sink ships (public service)
• M&Ms melt in your mouth, not in your hand (M&M candies)
• We bring good things to life (General Electric)

And guess what? the most successful companies have a clear understanding of their unique strengths and then take every opportunity to deliver that message to students.  Advertising, presentation materials, speeches, and all company representatives should reinforce the same consistent message. During the course of a year, students hear many recruiting messages, and you want yours to create a lasting impression.

Of course, what you do is extremely important but, more importantly, what you do- be it by means of a product or service- has to have value for your clients.

For example, if you have just patented the world’s fastest handheld calculator, and your message on your special offer flyer reads: The world’s fastest calculator can be yours for only $39.99. So what? What your prospective client wants to know is “what will it do for me?” So far you’ve told that person what you do but not what you can do for her.

Now see what you think of these examples of store signage: Precious Pooch Spa, Designer hardwood floors, Light up your world, European Ultra Kitchens, Computer Repairs real cheap. Let’s assess the “What’s in it for me?” client value each one communicates.

Precious Pooch Spa - I suspect you would want to inquire about the full list of pampering services your pooch can get.

Designer hardwood floors - Who are these designers? Are they just a ploy to justify a high price for this product? Or are they truly fine craftsman who can provide you provide a unique, quality product?

Light up your world - Chances are it is a lighting store – for the office? the home? Camping? Here the window display would play a key role in getting you inside the premises.

European Ultra Kitchens - Aahh, the lure of that fine world. Conjures up tradition, credibility, but wait a minute, ultra design isn’t restricted to the European continent. If I were you, I’d ask a lot of questions about the product. 

Computer Repairs real cheap - Compared to what? Cheap is a gimmick word to get clients fast. This could well be a legitimate business but its message is glib and offers no value proposition. Travel Smart & Safe – our experts care. There is an emotional call to the reader that is very appealing. It would appear worthwhile to check these people out.

As you can see, to communicate a message of value you’ve got to take conveying information seriously. So whether you are starting a new business, expanding your business or in transition, take the time to give your message the attention it deserves.

© Vida Jurisic All Rights Reserved. You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:

Vida Jurisic is a professional writer, editor and business consultant who helps her clients prosper by promoting a consistent business message, in English and French. Reach Vida Jurisic at 416-360-8428 or by e-mail at lavida@promoteaconsistentmessage.com 

It supports your vision, your personal values, and your business expertise.

Every division of your business, each person who works with you–all of it clearly and consistently expresses your unique promise of value.

Whether your clients talk with your receptionist, visit your Website, read your ad in a trade publication, hear your ad on the radio or see your ad on television, they immediately identify it with you. When this happens, you have their attention and have taken a big first step to cashing in on your business message ROI (i.e. the value of your message.)

The problem is that most businesses fail to communicate the value of the message. Indeed, most messages are nothing more than a litany of “how great we are” achievements. And from time to time, these companies decide it’s important (for them) to announce they have a new director or that they’ve moved–from where you truly don’t know and care less. Ah, then they have a SPECIAL promotion and scrunch all their laudable qualities in one or two awkward paragraphs and blithely ask you to pay them well for saving on a product or service you probably never even heard of.

Where is the value premise here? Who’s looking out for whom?

It seems to me that the client is getting short shrift and the company fishing for sales wherever they can get them. Clearly this is an example of a business message that has neither value nor consistency. The result: erratic, unpredictable business message ROI.

Now let’s do a replay of the last paragraph.

Business X has been regularly sending out flyers and, special invitations to its clients to come to its showrooms to benefit from discounts on popular items. Since Business X recently moved and hired a new customer service manager, it mails its clients an invitation to an open house and lunch to meet the new manager. I would venture to say Business X would get a pretty good turnout because there is nothing more appealing than a friendly get-together over food–it is inclusive and clients will feel pampered and pleased to be part of this milestone.

The value of this business message is continued business with current clients and the buzz created by inviting people to eat and celebrate in the location, with the new manager.

What created the value of this message is its consistency–over the years Business X has proved to its clients that it deserves their business and the new location and appointment of a new manager is one more way of telling clients they can keep counting on them to give them the products and service they ask for. The result: steady growth of business message ROI.

If you’re still thinking how much a consistent message will cost you, I suggest you reread the second paragraph carefully. And once you’re done, ask yourself which of the two message approaches would win your patronage–consistently.

©Vida Jurisic All Rights Reserved. You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:

No matter where in the world you are doing business or hope to do business, the only way you are going to attract clients is through your message. Provided it works. You’ll know soon enough by the number of clients you attract, the clients you keep, the clients you keep attracting and keep…Right?

It sounds right but how consistent are your results? Le me ask you these questions:

Do you have clients calling you or do you spend considerable time fetching clients? 

How often do you communicate your message? 

How do you communicate your message?

What is the purpose of communicating your message? 

Are your employees, clients, suppliers, family and friends clear about what your message communicates? Run it by them and see.

If you’re getting consistent feedback, then you know your message is consistent and works for you. If not, you’ve got to spend quality time with your message.

Now that I’ve made you work a bit, here’s what you can expect from me. I will share with you articles, tips, street talk, opinions, research—anything that I can lay my hands on to help your message work for you.

To get the latest blog post, simply fill in and submit that form, at the very top,  on the right that says Register for Email Updates. I’ll send you a quick e-mail and you can read it right then or later, when you have time. 

And please  share your comments, questions, challenges about promoting your message consistently right where it says Comments. 

I invite you to be a frequent visitor (sorry no reward points yet !!) and look forward to helping you create and communicate a message that works.

Until soon.