Last week on Tough Love Tuesday, I gave you some tips on how to create a clear, credible and compelling marketing message by zeroing in on your ideal client. This week, we’re going to stay focused on your overall marketing message with this tip: Don’t sacrifice clarity for cleverness.
See, some of you are struggling to communicate your message because you’re trying to come up with something clever and catchy. And while there’s nothing wrong with clever and catchy, it only serves you if it helps communicate your message clearly. Too much cleverness can actually dilute your message… or make it impossible to understand.
For instance, if you have a tag line like, “We take women over 50 from fear to fabulousness.” Or, “We’re your Sherpas on the trek to spiritual enlightenment.” Now these are cute and clever, but they don’t really communicate the value or benefit of what’s being offered. In fact, these sound more like slogans than real marketing messages.
Don’t try to create a catchy slogan until you’ve got a crystal clear, compelling message that communicates your unique value!
Let me see if I can give you an example. Let’s say your ideal clients are mothers who are overwhelmed and stressed because of all their responsibilities. They love their kids but they find themselves screaming at them out of fatigue, frustration and the fact they haven’t had a moment to themselves in 7 years. You could come up with a message that’s quick and clever, like, “We take moms from crazed to calm.” Catchy. But it’s not really going to connect with mothers in a truly compelling way. It’s not enough to get them to invest in your services.
Instead, you want to speak to what’s really going on with them.
“We work with mothers who are overwhelmed, stressed out and even a little bit resentful because their entire life is about taking care of their kids. We show these mothers how to create time for themselves, every day, and develop a deep inner peace and center that allows them to handle those responsibilities more easily while enjoying the time they spend with their kids and loved ones.”
Now, this isn’t perfect, but do you see how much clearer it is? It’s not clever, but it is compelling, because it speaks to what that mother is up against AND what she’d really love to have in her life.
When you’re crafting any kind of marketing message, start by being clear. As clear as you can. Make it simple and easy to understand, like you’re talking to a six year old. Then if you want to get clever, okay. There’s nothing wrong with cleverness and creativity, but make sure the clarity is there as well.
Do you agree? Disagree? Let me know what you think by making a comment below. Or if you want help clarifying your own marketing message, contact me and we’ll set up a free 15-minute strategy session.