How to Build a Great Marketing Message

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How to Build a Great Marketing Message

Episode Summary

This episode gives you the step by step guide to developing a marketing message. If you want to learn how to develop a message that will motivate a 250 pound man to get off the couch and cheerfully run into your office for a prostrate exam or cheerfully run to your office to prepare a will and discuss his death. This episode is a fantastic start to building the ultimate marketing plan.


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Valtimax Podcast Transcript: How to Build a Great Marketing Message

How to Build a Great Marketing Message

This is Dave Lorenzo, and I want to welcome you back to another edition of the Valtimax Podcast. We’re here to help you make a great living and live a great life. If you don’t already, please subscribe to us on iTunes so you don’t miss any episodes of the Valtimax Podcast. And we come to you live each and every week. This week, once again, we’re in beautiful south Florida.

Today we’re going to be talking about your marketing message and how to build a solid strategy that enables you to attract more clients by using your marketing message.

Now, when I talk about a marketing message, I’m talking about something so powerful that it would motivate a 250 pound man who’s sitting on his couch in the middle of winter to get up, let the potato chips drop to the floor, and run to his car to drive down the street to buy a product or a service that you’re selling. That’s how powerful a marketing message should be.

If you’re a physician, I’m talking about a marketing message that makes that same 250 pound man come running into your office for a prostate exam. If you’re a lawyer, I’m talking about a marketing message so powerful that that 250 pound man comes into your office and says, “I need to do a will today, and I can’t wait to talk about my death.” That marketing message has to be that powerful.

We’re going to talk today over the next few minutes about how you can create a message that will motivate not only a 250 pound man, but a 90 pound woman, an ape if you want to, anybody that you can imagine. This marketing message is going to motivate them to come and see you, and to become your client, your patient, or your customer.

All right. Let’s focus on what a marketing message should be. A marketing message should be something that starts in the mind of the customer and motivates them to come in and see you. What do you need to include in it?

First, you need to include something about who you are. When I talk about who you are, this should be one of the defining principles of your marketing message, and it shouldn’t be about your bio, it shouldn’t be about your background, it should be about how you help your clients. For example, my “Who I am” in my marketing message is, “I am Dave Lorenzo, and I help clients make a great living and live a great life.”

“I am Dave Lorenzo. I help lawyers make a great living and make a great life. I’m Dave Lorenzo. I help doctors make a great living and live a great life.” “I’m Dave Lorenzo, business owners make a great living and live a great life.”

Who I am is in there with what I do. That’s the second element, “What you do.” The “What you do” has to be very descriptive. It has to be really focused, and it has to motivate people to say, “Hm. How do you do that?” The “What you do” has to motivate people to say, “Hm. How do you do that?” Again, the “Who I am” and the “What I do”, that’s your name, that’s your background, that’s the brief background of your company, and it motivates people to want to find out more.

The next element of a marketing message is the “Why people need you”. Now, notice, I said “Why they need you.” You have to get them to want you, because needing you is only one part of the equation. They have to want you, and they have to need you. Why do people need to come and see you, and you have to make them want to come and see you.

In my marketing message, “I’m Dave Lorenzo, and I help people make a great living and live a great life,” why do they want to come and see me? Well, everyone wants to make a great living and everyone wants to live a great life.

But in my marketing message, I may say something along the lines of this: “I have the five tips that can help you get home on time for dinner every night.” What I’m doing is I’m highlighting the pain that they’re feeling, because they feel guilty about not being home for dinner every night.

Come see Dave Lorenzo! He’s got the five tips that can help you make a great living and live a great life, and still be home on time for dinner every night. They’re not making a great living and they’re not home on time for dinner every single night. That marketing message speaks to what’s going on in their mind. You need to do the same thing.

Come see Doctor Smith! He’s got the solution for your prostate health. Come see Doctor Smith! He’s got the solution for getting up five times in the middle of the night and going to the bathroom. Come see Doctor Smith! He’s got the solution for long waiting room waits. Oh, there’s a twist. Are you frustrated by waiting a long time in the doctor’s office? Come see Doctor Smith. His appointment times are guaranteed. OK. There’s a marketing message that helps motivate people to come see you, because they want what they need.

All right. The next element of the marketing message is when and where they can engage you. People have to know when and where they can engage you. So, are you available on the internet? No. Are you available in an office? Yes. Where’s your office located? How can they come and see you? When and where? That’s the call to action.

Give them the call to action. Tell them when and where they have to be in order to get to see you, in order to get to work with you. Tell them when and where.

All right. The final element is how are you different? How are you different from everyone else who does what you do? This is called the unique selling proposition. As professional service providers, we don’t think of this all that often. If you’re an accountant, you don’t think of a unique selling proposition all that often.

I remember back when Federal Express first started, they’re now called FedEx by the way, but Federal Express, when they first started, their unique selling proposition is “We’re the people you call when it absolutely, positively needs to be there overnight.” When it absolutely, positively has to be there overnight, you call Federal Express.

Domino’s Pizza, hot, fresh pizza delivered in 30 minutes or less. That’s their unique selling proposition. That’s what makes them different from everyone else who does what they do. You,

as a professional service provider, what makes you different from everyone else who does what you do? Well, I gave you a hint just a couple of minutes ago about a great unique selling proposition for a doctor, a general practitioner who serves as a gateway doctor for medical problems.

Come see Doctor Smith! His appointment times are guaranteed. If we don’t see you within five minutes of your appointment time, we give you $100.” Wow! That’s a powerful value proposition. Let me tell you something. If the cable companies can do it, why can’t a doctor?

The cable companies are now guaranteeing their appointment times. Can you believe it? Cable companies guaranteeing their appointment time? If they can do it, certainly a doctor’s office with a sophisticated staff and a team of people who are attentive to their patients’ needs, they can certainly do that.

When it comes to accounting, tax returns done by April 15th or your money back. If they bring you their tax return by April 1st, you’ll get it out by April 15th, or give them their money back.

Now I know, folks, I know that there are millions caveats that are going to have to be built into these things, but I’m telling you I’m telling you that you have to come up with something that makes you different from everyone else who does what you do. I’m going to spend the rest of our time together today helping you focus on the differences.

How can you highlight, in your marketing, a difference between what you do, and what everybody else does. There are four primary differentiating factors, four primary differentiating factors that will separate any business, whether it’s a service business or any other business. If you’re a lawyer, a physician, if you’re an accountant, if you’re a professional service provider, of any kind, or if you’re a business owner or a business leader in any other type of business, I’m going to help you differentiate your product or service right now.

OK. Now, the first differentiator is price. Think about it. You can differentiate yourself on price. I would contend that a non-sustainable differentiator, because somebody else could always come in cheaper. I’ll give you some examples.

For example, Wal-Mart differentiates themselves based on price. They will beat anybody else’s price. If you bring in coupons from somebody else, or bring in an advertised price from someplace else, or a quote, or a receipt from someplace else, they will match it or beat it. Everyday low prices is Wal-Mart’s promise, and they deliver on that promise, and they can do that because they have great leverage over their vendors. It’s very, very hard to replicate this.

Spirit airlines is another low price provider. They guarantee that they will have the lowest fair in any given market, and it’s really, really tough to compete with that on low price, because it’s not sustainable over the long term, someone will always come in with a lower price point, but price is just on differentiator.

Work quality is another differentiator. If you’ve received awards for your work, if you are one of the people who’s renowned in your field, if you’re one of the folks who is known for doing a

procedure or a practice that other people cannot and will not do, work quality is a great differentiator. So you can use work quality to your advantage.

Service is another differentiator, if you provide outstanding service. If you’re willing to make that guarantee, if you’re willing to make that no waiting time guarantee, and you’re a physician, that’s how you can differentiate yourself, because other people will not be able to match it, they’ll be afraid to match it. They won’t be able to match it. Service can be another differentiator.

The final differentiator is the experience you provide. If you’re a doctor and you have a fantastic bedside manner, you have fantastic service, you guarantee wait time, and you call and follow- up with people after the appointment to see how they’re feeling. That’s a fantastic experience. That’s something that people talk about over and over again.

I’ll give you some examples of the things that we’re talking about. When it comes to price, we talked about Wal-Mart and Spirit Airlines. Those two are low price competitors. Now, a way that you, as a professional service provider, can use price as a differentiator, is you can provide value-based pricing to your clients.

If you’re an attorney, for example, you don’t bill by the hour, you bill based on the matter and the value of the result of the matter to the client. I’m not talking about contingency fees. I’m talking about billing based on the value that you’re providing.

We have a whole formula we teach our clients how to use value-based pricing in their law-firm practice, in their law firms and in their law practices. So, pricing can be a competitive advantage, not on a low price model, but on value-based pricing, which other attorneys are afraid to do. Other attorneys cannot replicate it. That’s why it’s such a powerful competitive advantage.

Quality of service. Craftsman tools. If you’ve ever bought tools at Sears, Craftsman tools are guaranteed for life. Wolf Kitchen Equipment is supposed to be the best kitchen equipment on the planet, and they guarantee their equipment, and that’s how they get the quality to come through. If you’re a quality service provider, and it’s permissible in your industry, you can guarantee your service.

Now, attorneys can’t do it. Doctors can’t do it. But if you can and you are able to, guaranteeing your service is a phenomenal way to stand behind the quality of work that you provide.

One of the ways we as consultants guarantee the quality of our work is, I do it twofold. Number one, in a consulting engagement that I feel really confident in, I’ll often guarantee my work, or which is to say that I’ll work with a client for six months, and if they are unhappy with the results, I’ll work with them until they are happy, or I’ll work with them another six months at no additional charge.

Another way I guarantee my work, and I combine it with price, is I tell the client, “Listen, I’m happy to help you buy this other company and what we’ll do is, if the engagement meets with

your specifications, I’ll be happy to participate in the investment with you. That’s another way that I guarantee my work.

Now, again, attorneys, doctors, are not going to be able to do this all the time. You have to check with the standards, the ethical practices within your profession, but quality of work, getting that to come through as a differentiator, is huge.

Service, we talked about service as it relates to doctors. If you can provide some type of a service guarantee, then what you can do is, you can focus on highlighting that survey guarantee in your marketing. The attorney example I gave you is fantastic. The doctor example I gave you, rather, is fantastic.

The example I can give you when it comes to lawyers is, you can provide them with free lifetime reviews of any document that you create. If you create a document for them, and it’s a document that involves, for example, the purchase of another business, and you want to go back and revisit the purchase of that business at a later date, you could go back and review that with them and make recommendations on changes, and then that review is free.

You don’t make the changes in the document for free, but the review of the document, the second time, is free, anytime during the lifetime of that agreement. Fantastic way to guarantee your service.

All right, the final way is the experience. The experience brings all of this home. It’s step by step, from beginning to end. What we like to do is we like to look at the customer life cycle. Every point of touch, every touch point, every point of contact with client from beginning to end, is affected by this experience.

From the minute that you begin marketing your services, all the way through to the completion of the matter, when people get a survey form asking them how you did, when they get a follow- up card form you every year on their birthday, when they get holiday cards and newsletters from you over and over again, reminding them how much you appreciate them, that’s the experience that you’ve created.

When you get that distilled down into a marketing message, the marketing message says “When you engage our law firm, you become part of our family.” When your matter is over, you don’t leave us, that’s just the beginning of a lifetime relationship.

Imagine that in a marketing message from an attorney. Imagine that in a marketing message from an accountant. Imagine that in a marketing message from a physician. It’s powerful, and it’s phenomenal.

I encourage you, just to recap, now, I encourage you to think about you marketing message through this lens. You have to include who you are, what you do, why people need you, and how you can make them want you, when and where they can engage you, and how you are different, using the four points of difference, four points of differentiation, price, work quality, service, and experience. That’s the Valtimax way of crafting a marketing message.

That’ll do it for this week’s episode of the Valtimax Podcast. My name is Dave Lorenzo, and I’d like your feedback and comments on this week’s episode. You can call me at 888-692-5531, or email me. Here’s hoping you make a great living and live a great life®.

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