Do you find picking out clothes to wear an exhausting process? If so, you’re not alone. Other people find the process of shopping and picking out clothes for the day as exhausting as you do. Barack Obama, Ariana Grande, Michael Kors, Ellen DeGeneres, Richard Branson, Hillary Clinton, Steve Jobs…just to name a few.
What you wear says a lot about you, so you want to make the right decision, but this is also why it can be so time-consuming and tiring. This is why many wealthy and successful people use what’s called a capsule wardrobe.
A capsule wardrobe is a foundational array of key clothing pieces that you wear nearly every day. It mitigates decision fatigue, you’ll know that it fits you, and you can get on with your day.
Fun fact: This is exactly what happens with small business owners and their marketing. They want to put their best foot forward, but the process of dressing their business up is exhausting and expensive.
The good news is that it doesn’t have to be. You can create your marketing message as you would a capsule wardrobe.
Create a Foundational Message for Your Business
But wait, you’re asking—wouldn’t creating and delivering a message with a few key pieces just be repeating the same marketing techniques over and over?
Repeating a message is the cornerstone of marketing. This seems obvious enough and yet, many business professionals wonder if they need to be saying the same thing all the time.
So to be clear: yes, you need to repeat your message, but how do you keep people from tuning it out? Won’t people get bored or even resentful hearing the same thing over and over again?
Not necessarily. Here’s how you can dress up that foundational marketing message to help people remember who you are and what you do without being that annoying company that says the same thing every time you hear from them.
3 Ways to Dress Up Your Core Message
Much like creating a capsule wardrobe, coming up with your singular foundational message can be broken down like this:
- Speak in a way that resonates with your PERFECT client. Are they cavalier or more buttoned-up? Are they creative or analytical? Are they more conservative or cheeky? Pro Tip: Talk to them in their language, not yours.
- Explain your value clearly. In other words, what are you going to do for them? What problem do you solve for them? Be plain. Be clear. Leave no room for interpretation. Pro Tip: Adding a clever or sexy message is much easier with clear language.
- Highlight what you do differently. You have the same core message, but you can play it up by highlighting what makes your business unique. Pro Tip: Highlighting what you do differently is a great way to distinguish yourself from the competition.
While this may feel like an oversimplification to some, that’s exactly the point. If you take the time and energy to hammer out your core message, getting creative with your marketing becomes infinitely easier.
Think of the Geico commercials. They repeat their core message over and over. They’ll save you 15% or more on car insurance. Insurance is boring; they make it funny. They come up with off-the-wall ways to demonstrate their message, but at its core, it’s exactly the same.
Not Sure What to Do Next?
Schedule a complimentary strategy session with our marketing professionals at GoBeyond SEO. We can help you define your target audience, create your foundational message, and help you drive that message home to your customers.