Submitted by: Ursula Jorch

Are you projecting a noisy marketing message?

Chances are, at least some of your marketing message represents static. That is, it interferes with your messages clarity.

The purpose of marketing is to let people know the value that you offer. When you make that value very specific, you reach right into the hearts and souls of your ideal audience.

They light up. They jump up and respond, thats for me! They take action and reach out to hire you.

To get that kind of response, you cant afford a noisy message.

Its so tempting to want to share the full breadth of what you offer. I get it. Youre multi-faceted! You certainly can do more than just one thing.

When it comes to marketing, though, its that one thing that will save you from obscurity.

Its a noisy world out there. Many people are marketing what they do. You have to find a way to stand out from the noise. The way to do that is to be known for one thing.

After starting my first business, I very quickly made 6 figures, more than my previous corporate salary. One of the reasons that my business did so well so quickly is that I had clarity in my marketing message. I was known for one thing, a narrow niche.

This niche approach can feel limiting. So choose wisely. Choose what you want to known for.

Choose something where you can offer great value. For this niche to work for you, you have to be able to come through and do a great job. Quality is a baseline requirement for business success, so make sure you can deliver on your marketing message.

A narrow niche is the way to success. It doesnt mean that people will never hire you for anything else. In fact, I started to get offers for all kinds of different work because people had had a great experience with me doing what I did best.

So your narrow niche doesnt mean youre limited. It does mean that it will very specifically draw people who want what you are choosing to be known for.

Face it. People will put you into a niche, whether you want them to or not. This can feel so unfair!

In a way, it is. But its also human nature. Especially in our noisy world, we have to categorize people and businesses and put them into a niche, just to be able to process all the information coming our way.

The niche that will draw a prospects attention is the one with the answer to their problem. There are many businesses out there. Your prospects will be focused on their problem. They will notice someone who presents a clear marketing message that offers them a solution.

If youve chosen what you want to be known for well, youll be able to provide them with a laser-focused solution that speaks right to them.

Its this same clarity of niche that generates more energy and enthusiasm around your brand.

When you get super focused in your message, without the noise of all the other things you can offer, people respond. They recognize themselves in your message.

If you can then deliver and solve their problem, theyll be strongly connected to you. Theyll talk about you. Theyll help spread the word.

Think of your marketing message as a signal youre sending out from your business, like a radio broadcast.

At the receiving end, your prospect is going to be biased towards solutions to their problem. They are hearing all kinds of messages and filtering most of them out.

The one that cuts through the noise, the one theyll tune into, is yours, the answer to what is keeping them up at night.

Your top priority as a marketer (and all small business owners are marketers!) is to free up the message-carrying signal from noise or interference. Everything you do in your marketing either enhances the signal or creates noise that causes the audience to tune out.

Communication is a complex process. There are many points where the signal can become distorted. Reduce or eliminate the noise as much as possible to speak to your audience clearly and effectively.

Is your marketing message clear?

Find your narrow niche by choosing what you want to be known for. Then start broadcasting with that singular clarity.

Your audience will get the message.

About the Author: Ursula Jorch, MSc, MEd, mentors entrepreneurs starting their businesses and seasoned entrepreneurs in transition to create the business of their dreams. Her coaching programs provide knowledge, support, clarity, inspiration, and a community of like-minded entrepreneurs to empower you to reach your goals. Start with a free guide and other valuable info at

WorkAlchemy.com

. This article was originally published at

workalchemy.com/clear-marketing-message

and has been syndicated with permission.

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