What Is Your Message?

Okay, here's a tough one, what is your message? What is the central idea behind your business? Two or three people can run the exact same business, whether it's a clothing line, a dry cleaners, a law practice, or a skin care company, and the message behind each of the businesses can be completely different for each one. It is vitally important to understand what your message is and what you are trying to communicate to your prospective clients.

Take a few minutes and write a description of what your message is and what you want to communicate to your audience. Think of it as a brief mission statement that helps define you and your business. Doing this brief exercise can help give you a clear vision of what it is you want to accomplish.

This isn't always as easy as it wounds and the answers aren't always obvious. It may take some time and some soul searching. But it's important that your audience, clients, or patients realize that you are not just selling a product or a service, but that there is a message behind it.

It's important to define your message, yet, at the same time, this doesn't have to turn into a profound philosophical quest. People have a tendency to get awfully bogged down with this message stuff. I'm not necessarily talking about earth-shattering here. You're not answering that all-important question at the Miss America pageant. Just write a brief, simple, clarifying statement. What is it about how you do what you do that makes your business different and your company unique?

Some businesses may have messages that are more broad-based, such as helping the community or healing the environment, whereas others will focus on offering better quality or giving up-to-the-minute information. There are as many messages as there are businesses. This isn't a moral issue, so don't get overwhelmed thinking that your message has to be some type of grandiose statement. This is a basic, practical matter.

What is it that you offer that makes you special? Why should your clients or patients or customers come to you instead of your competitor down the block? Once you can clearly and succinctly answer that question, you'll be able to successfully communicate that to the media and your target audience.

Copyright © Anthony Mora 2006

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