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  • Lyana Pearson

Three Questions to Jump Start your Brand Message.

Updated: Aug 30, 2020

Build out messaging for your business in three simple steps.

Have you sat down to write about your products or services and found yourself staring at a blank page? Or do you realize after clicking away at your keyboard for 30 minutes that you’re drifting into dullness, feeling uninspired by attempts to nail the perfect message in one fell swoop?

Sneak up on your messaging from a different direction by answering the following three simple questions and streamline your writing process.

  1. What inspires you?

  2. What are your goals?

  3. Who do you want to speak to?

These three core questions will ideally open the gateway to more questions. However, they can also be all you need to get started on crafting your brand messaging.

Let’s take a closer look at these three bold points and how they can help shape your brand message…

1. What Inspires You?

What is it that inspired you to start your business in the first place? Perhaps you have a desire to improve the lives of other people. Or you saw a need and realized you could fulfill it. Maybe there’s a product you believe in and you feel compelled to bring it to market, or a service you are uniquely qualified to offer. Everyone has a story about what inspired them to take action, moving from wanting to create a business, to turning that business into a reality. Even if you “fell” into something unexpectedly and now want to build your business around it, there’s a story to tell.

That story—told in an authentic, interesting and engaging way—can become your About Page, and also inform other messaging on your website, your social media posts and other marketing campaigns. Telling your story about what inspires you may very well inspire other people too!

2. What are your goals?

What is it you are hoping to achieve? Are you looking to solve problems or add value to work or home life? Perhaps you want to inspire other people to live more fulfilling lives, or you just want to make some small but important part of their daily lives a little bit easier. Maybe you want to reach millions of people (the more the merrier) and anyone and everyone who will pay attention. Or you’re content to touch a few select individuals, and only those who resonate with what you have to offer.

Are you a small boutique offering high quality at a higher price point, or distributer dealing with large quantities at affordable costs? Do you have the capacity to meet the needs of many, if your message draws in large crowds? Understanding what your goals are (long term and short term) will help shape how you want to speak to your potential consumers and clients—which ties into our last question.

3. Who do you want to speak to?

Who is your intended audience? Who is most likely to benefit from your offering? Here are some examples of varying types of consumer or client audiences:

  • Small segment – mothers of small children with special needs or sailboat enthusiasts on a budget

  • Specific segment – millennials or baby boomers

  • Large segment – businesses, organizations, service providers or hospitality

  • Mixed segment – fitness, yoga and health conscious oriented

Once you hone in on who your audience is, you can determine how your brand voice and message can articulate meeting the needs of those individuals or industries. Write a list of your target audience and words that describe who they are, their needs and desires. You can then take these words and string them into compelling messages that speak directly to your consumers or clients.

Answering the above three questions will give you everything you need to start crafting copy for your website, email and social media campaigns, physical collateral and advertising. You’ll also have everything you need for effectively communicating your brand and message if you plan to hire a professional copywriter to take your ideas and turn them into persuasive marketing copy.

So find a quiet place or pull up a chair around a communal table and start writing!

To learn how you can effectively market your brand on social media, see my book, "Going the Social Distance" here. Download my free PDF Seeding the Internet.

A professional copywriter is practiced at taking your ideas (even if they’re nothing more than a bulleted list of ideas and talking points) and turning those into narratives that grab and then hold attention. They can help you find your brand voice in a way that engages and inspires your audience, and assist you in teasing out the messages you want to share with your consumers and clients.

A professional copywriter can write persuasive and moving copy and ensure that your message is consistent across all of your marketing platforms.

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