Getting your messaging right is the first step to convert leads and prospects into buyers.
It’s because your brand messaging can act as a conversation starter. You probably have heard many marketers use this dating analogy when they explain the concept of know, like & trust, which helps turn spectators into buyers.
“You don’t just ask him/her to marry you on the first date.”
If you have your brand messaging down, this serves as the first date that goes really well so that it will lead to the 2nd, 3rd and 4th date to develop know, like & trust between you and your leads.
Sadly though, many business owners don’t allocate enough time and energy to crafting their brand messaging. This became apparent through local Meetup events I host in NYC.
There are 3 types of not-so-ideal messaging I’ve picked up on while listening to the event participants introduce themselves to the rest of the crowd.
1. Too generic as for what they offer & who they are, i.e. social media strategist, accountant, SEO specialist.
2. Too clever with flashy words but unclear as to who they help or what problem they solve.
3. Only list what they sell.
There is absolutely no need to beat yourself up if you are guilty of these. Trust me, I can speak from my own experience that crafting good brand messaging for your business is no small feat.
This is why I invited Zach Messler, a.k.a. “Messaging Guy”, as the guest speaker for my May Meetup event in Brooklyn to get to the bottom of this messaging challenge we all face. He is the master of helping business owners identify what to say and how to say it so that they make a bigger impact on the world and their wallet.
When I met Zach earlier this year, I immediately liked the way he breaks down the process of crafting messaging that resonates and converts with simple steps. After checking out his website, it was a no brainer for me to have him for one of my events.
In this post, I am excited to share his framework and how you can improve your brand messaging to generate measurable results without bashing your head against the wall.
So, let’s dive in!