It’s Not Me. It’s You.

When you’re dating, you never want to hear, “It’s not you. It’s me.”  When you start dating someone, you’re trying to find out if the person is a good fit for you. Does he make you laugh? Does she have the same values as you? In the long run, will your life be better with this person? 

Your messaging, marketing and brand is like dating. Your audience wants to know what you have to offer them and how their life will be better for it. Like a date, your messaging is what you say; your marketing is how and where you say it; your brand is what you look like and how you come across. This is why we need a clear plan for how these work together to grow your impact.

In the first email, we took the first step in defeating the Attack of the Unclear Plan. Today we’ll take aim at crafting a winning message.

Step 2 to Creating a Successful Plan

There are two tips for a great first date.

  1. Don’t say too much.
  2. Don’t talk about yourself.

So here’s the next step in your plan, and it’s all about the message.

Quickly tell your audience how you help them.

This should be the focus for all your marketing. Remember, marketing is like dating. Too many organizations use their website, brochure, emails, or social media to talk about themselves. Instead, make your message about how you help your audience. That’s why we started by nailing down the main problem your organization solves for your audience.

Here are seven tips I recommend for creating your message and why… 

  1. Define your audience (so you know who you are talking to)
  2. Focus on one problem facing your audience, not many (so you don’t clutter the conversation)
  3. Describe how you help your audience in simple steps (so they easily understand)
  4. Don’t use any insider jargon (so you don’t confuse your audience)
  5. Tell them why they can trust you to help, but be brief (so you don’t blabber or brag)
  6. Create your message in outline form (a bullet for who you’re talking to, what they want, how you help, why they can trust you, and how they take the next step towards a solution)
  7. Use your outline to write your message out in a single paragraph (so it’s clear, concise and anyone can get it)

The Payoff

Get this wrong, and no amount of money spent on marketing or branding will move your audience from first date to long-term relationship. Get it right, and you can spend far less and grow your impact far more. Remember, a bad date ends with, “It’s not you. It’s me.” Bad messaging is the same. Focus on your audience, not your organization. “It’s not about me. It’s about you!”

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