Discover Your Message

written by Michael Force.

Frequently in Internet marketing we talk about doing things fast.

Responding to the next marketing trend, trying the latest technology, keeping up with changes to product lines, services, and other companies.

We’re all about change and responding to change.

But there is one thing about your Internet marketing business that shouldn’t change very fast or very frequently at all.

That thing is your central sales message.

If you’ve done it right the first time, that message should be good for at least 10 years.

No, I’m not kidding. Yes, I know how much everything else is likely to change in the next 5 years, let alone 10.

Let me use myself and my business as an example.

First I was successful as a multi-level marketer. Then I went on to even greater success with Internet marketing.

Yes, those are very similar businesses. But I was trying to attract somewhat different prospects to each, so many of my marketing messages changed to reflect that.

But my central sales message? That hasn’t changed a bit.

My central sales message has always been that I solve people’s problems by helping them achieve what they want to achieve in life. In other words, I teach people how to be successful.

That message hasn’t changed because it doesn’t need to. With it I’ve addressed the basic human needs and motivations of my target market.

After all, who doesn’t want to be successful?

Let’s take another example. What’s the central sales message of Oil of Olay?

You don’t even have to think about this one – it helps women look younger as they age.

No matter how many new products Olay introduces, every bit of their marketing says the same thing. “Use this product and you’ll have healthy, youthful-looking skin.”

When you’re crafting your central message, the first thing you want to do is make a list for yourself of the basic human needs your company fills. What bottom-line motivations will bring people to your company?

While you’re thinking about this message remember that you want it to be flexible. My message has carried across to many different marketing businesses. Oil of Olay even has acne-treatment products for more mature women.

What I’m saying here is that your message needs to allow room for the development of your business and your brand.

So, what is the central sales message of your company? What essential human needs are you filling for your customers? What motivates people to seek out your business specifically?

You don’t have to be fancy about this. In fact, it’s better if you aren’t.

Once you have your central sales message make sure it’s integrated in every bit of your marketing. You don’t have to spell it out for people – after all, how does Oil of Olay “tell” people its message? Olay shows commercials featuring obviously mature women who also look fantastic.

Discover your central sales message. Use it consistently. And in 10 years, you probably won’t need to trade it in for another one.

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