Have you ever sat down and watch HGTV’s shows? From their network to their individual shows, they have a consistent message. That message comes across in my current favorites, House Hunter International – I love seeing how others live; anything from the Life series -Island Life, Caribbean Life & Hawaii Life; my newest favorite is Tiny House Builders. The Tiny House Movement fascinates me, living in, under 400 sq feet.
Throughout HGTV’s programing they have a consistent message –
HGTV is a subsidiary of Scripps Network Interactive, who’s message set the basis for their network’s message –
Even Televangelist present a common theme and message to their audience. When the public tunes in, they know exactly what they are getting, whether they are watching their favorite televangelist or their favorite DIY show. As people in business, we can learn from these marketing messages. When presenting to your customers -your messages, motto, themes, marketing, brand etc, these all need to be consistent. Your customers need to know what they are getting when they tune in .
Here are some things to consider when developing your messaging.
Focus your message – It should center around one business or a theme. The theme might have similar products & services, but still ties back to the original business.
Many people try to do it all. Having multiple business can be effective mean of financial growth, but be warned. Trying to tell prospects about everything creates confusion. Information overload tends to push potential clients away. Pick one idea -I recommend the money maker -focus on it. Later, introduce other ideas or businesses. Establish the relationship first. Why? Because, people are more likely to continue doing business, regardless of that business, with people they know, like and trust.
Cohesive message – balance your offline & online messages. When there is continuity regardless of how your clients and potentials connect with you, then it is easier to draw your clients in. Beware of sending mixed signals as to what your expertise is.
Online I have struggled with keeping my website’s blog focused on what I do. Choosing those topics that directly deal with the problems I fix and topics on the resolutions I garner for my clients. Many other topics indirectly affect my main goal for my clients which is business growth. I quickly determine if my topic ideas, fits in with my theme, before I write, much less post.
Clarify your message – develop a simple, easy to repeat message that tells the story, that you wish to deliver to your potentials. It should quickly describe the pain you fix; then reinforce the positive results for your clients.
Realtors know that a house without curb appeal will not sell quickly. The seller wants to sell quickly. Therefore, the realtor offers the solution of prettifying the house to draw people inside to visit. Knowing, if people aren’t captured in those first few seconds at the curb, they never get inside to see how awesome the home looks.
As a business owner, my story has evolved. Evolution is advantageous and in the end can be profitable. Keep in mind, though it will require, all we discussed here, focus, balance, cohesion and consistency for the best results.
Because, I have other topics I long to express, telling my story online has been more difficult. Just as my business has grown and evolved from what I’ve learned and what my clients or business associates have requested and recommended. I continually strive for a consistent business message, my story for my business should be reflective of only those topics. Therefore, my next evolution is a personal website, where I can express those other topics.
Therefore the last consideration –
Your message will evolve – know that your story will and should evolve. Understanding that it is inevitable, will put you a step ahead. The evolution should maintain the consistency of your theme. If it’s not, then maybe it’s time to evaluate the possibility that you have a different story that needs to be told.
Tell me your story. Do you have a blog that tells the story you want heard. Share it here.