Crafting a compelling marketing message is crucial for attracting and retaining clients.

However, it’s possibly the one thing my clients struggle with the most.

I know firsthand how challenging it can be to find the right words when you’re so close to your business and the services you provide.

And how difficult it is to find the money to hire a copywriter to help you when you don’t have many sales coming in at the beginning.

But writing a compelling marketing message doesn’t have to be complicated or hard.

When crafting a marketing message for your offer, you just need to know what elements to include.

And follow a messaging template to help you craft it.

That’s why I’ve written this blog post.

To help you write a stand-out message that enables you to clearly communicate what you do to attract the ideal clients you’d love to work with.

So, are you ready to get started? Brilliant!

Below, I share the seven essential elements that every compelling marketing message must have to resonate with your ideal clients and drive sales.

I’ve also included a messaging template you can follow to finalise your offer message.

1. A name for your service offering

The name of your service offering should be clear, concise, and instantly convey what you offer.

Whether it’s a specific service within your business or your overall service, a well-chosen name helps potential clients quickly understand what you do.

For example, “Xero Training for New Small Businesses” clearly identifies the service and target audience.

Or, if you have a course or a program that you want to sell, you could be more specific about the name, as I have with my “Business Breakthrough” coaching program for service-based business owners.

2. A clearly-defined timeframe

Clearly stating the timeframe in which clients can expect results or completion of the service is essential.

Whether your service is a one-time consultation, a monthly subscription, or a long-term project, transparency about the timeframe manages client expectations and builds trust.

For instance, “Complete Website Redesign in 4 Weeks” clearly specifies when clients can expect their new website to go live.

I often see clients struggling with putting a timeframe on their offers, but it strengthens their marketing message when they do.

Timeframe parameters around your service will also help you be clear about what your service delivers to clients.

3. The type of service you offer

In your marketing message, you’ll want to define your service type.

This wording will eliminate confusion and attract clients seeking your specific solutions.

Whether consulting, coaching, design, maintenance, appointments or any other service category, this clarity will help potential clients determine if your offering aligns with their needs.

4. The ideal client for your service offering

Having an ideal client for each of your specific services helps tailor your marketing messages to resonate with the right audience.

The more specific you can be, the better, as this will help you stand out from your competitors and attract the type of people you want to work with.

So, rather than just saying “women”, use an ideal client identity such as “expectant mothers”, “female founders”, or “future brides”, which conveys a more specific person.

My biggest tip for crafting a solid message is to brainstorm several words and phrases that you could use to describe your ideal client.

RELATED: How to Define a Target Market for Your Service Business

5. The pain point your clients have right now

Highlighting the pain point your service addresses is crucial for capturing the attention of potential clients actively seeking solutions.

So, you’ll want to articulate the specific challenges or frustrations your service resolves clearly.

For instance, “Struggling to manage payroll” or “Unsure how to find clients”.

By including the pain point in your messaging, you’ll reach potential clients where they are now, enabling a better connection.

It will also allow you to communicate the transformation you could help them achieve, taking them from where they are now to where they want to be.

6. The unique approach or solution you deliver

It’s essential to explain your unique approach or solution to solve your client’s pain point or problem within your marketing message.

It’s the thing that’s better or different and sets your service apart from your competitors.

Whether it’s a proprietary methodology, specialised expertise, or innovative technology, this is where you’ll clearly communicate the value your service provides.

For example, “Our customised financial planning sessions combine expert advice with cutting-edge tools to help you achieve your long-term financial goals.”

RELATED: How to Sell Your Expertise and Turn Your Skills Into a Business

7. The value and benefit you deliver for your client

Lastly, you’ll want to highlight the direct benefits clients will experience from using your service.

I recommend focusing on the outcomes and results they can expect.

Whether saving time, increasing efficiency, boosting revenue, avoiding something, or improving quality, emphasise how your service will positively impact their business or life.

I often see benefits articulated in marketing messages with ‘so you can…’ in front of it.

For example, “so you can feel confident, calm, and in control of your own life and destiny”.

It can also have ‘without having to…’ in front of it – for example, “without having to discount your offers or spend all day on social media”.

A compelling marketing message involves strategically combining these seven key elements to create a compelling story that resonates with your target audience.

Below, you’ll find a messaging template that you can follow to combine these seven elements:

[Service Name] is a [Timeframe] [Type of Service] for [Ideal Client] who wants to go from [Pain Point] to [Solution] so that they can [Benefit].

By naming and clearly defining your service and timeframe, identifying your ideal client, addressing pain points, and highlighting your unique benefits and solutions, you can attract consistent clients and drive sales for your service-based business.

Refining your marketing message is an ongoing process that requires testing, feedback, and adaptation based on client responses and market trends.

By continuously refining and optimising your message, you can build a strong brand presence, establish credibility, and, ultimately, achieve your business goals.

Tired of trying to figure out what you’re missing when it comes to finding clients and making sales in your service business?

Break through the barriers that are holding you back with the support of an MBA-qualified Marketing Coach and Business Mentor who will tailor a 1:1 program specifically for you.

BUSINESS BREAKTHROUGH is my signature 6-month 1:1 Coaching Program for service-based business owners who want to develop the strategy, systems, and structure they need to find clients and make sales, so they can stop feeling stuck and start gaining massive momentum in their business.

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