How to Write a Marketing Message that Will Connect

Not too long ago, my wife and I sold our home. We decided to interview a couple of realtors who had both just sold homes around the block from us. The first realtor came in with a 3″ binder full of marketing material for us. He walked us through each page detailing his education, how he started his business, how it had grown over the years, his large team of assistants, statistics, his marketing plans, even how he uses social media. It was at least a 30-minute monologue without my wife or me saying a word.

The second realtor handed us a few sheets of paper and proceeded to carry on a pleasant conversation with us. She asked some questions and gave responses that made it clear she was listening to us. She really seemed to “get us.”

She talked through the challenges of selling a home and what she could do to help us get our asking price in our timeframe. All of this gave us confidence in her ability to help us sell our home.

We selected the second realtor even though she had less experience, a smaller team (herself), and was a lesser-known brand.

What was the difference?

We’ve all heard the marketing adages of “sell the sizzle, not the steak” or “sell benefits, not features,” but these phrases still miss the heart of what makes your marketing connect with potential customers today.

And if your marketing doesn’t connect with anyone, you might as well be shouting into a windstorm. It’s all a waste of breath.

Building your marketing from the customer’s perspective.

Perspective was the difference between the two realtors my wife and I interviewed. It is also the difference you perceive, even subconsciously, when you visit a website or hear someone’s elevator pitch at a networking event.

When the message is centered around the business, it turns us off. 

“We’ve been in business for 38 years.”

Good for you. How does this help me again?

“We have a fleet of 24 delivery trucks.”

I don’t care if you just have one, as long as I get my delivery.

“I have three certifications in this field.”

[Yawn] Excuse me, it’s time for a nap.

A customer-centered message connects with us. Especially when it’s something created for people like us.

“We help stay-at-home moms find work that fits their schedule and empowers their lifestyle.”

“We bring entrepreneurs’ mobile app ideas to life without all the frustration and confusion.”

“I provide small businesses clarity and confidence in their technology decisions.”

These are hyper-focused statements that speak to a specific audience about their goals. This looks simple and – in a way – it is.

But customer-centered marketing is more than one statement, it starts by understanding your customers, their needs, and the challenges they face. You need to know what your customers are trying to do and why they need your help to accomplish it.

This creates a fundamental shift in your marketing from focusing on your goals to addressing the goals of your customers.

This transforms your marketing into a powerful message that gives you a clear focus and increases sales exponentially.

We have a framework for creating customer-centered marketing that removes a lot of the guesswork from the process. Our framework guides you through each step.

This framework doesn’t just improve your marketing… it can totally change the way you and your employees see your business and how you operate.