Brand Message Template: How To Engage Potential Customers In Under 60 Seconds
I often talk to business owners that have so much passion and it sounds like they offer a really great product or service. But then I go on their website… and it doesn't capture any of it!
It's either confusing (where you're not sure what they actually do) or just 'same same' generic stuff that doesn't stand out (e.g 'high quality solutions' or 'putting our customers first' etc).
In today’s noisy digital world, without razor sharp messaging you’ll simply be forgotten.
To help you avoid this problem, I created a framework you can use! This would go on the home page of your website (check out out home page as an example).
Tagline
[SHORT AND MEMORABLE PHRASE]
1 Liner Headline
A single, compelling sentence that summarises your business. E.g ‘We help service businesses to increase their sales and grow their brand with SEO, paid ads and social media marketing’ is much more powerful that ‘we’re a marketing agency’.
We help [CUSTOMER] to [DESIRED OUTCOME] with/by [METHOD]
Elevator Pitch
Are you a [DESCRIBE CUSTOMER] who wants to [ACHIEVE OUTCOME OR OVERCOME PROBLEM]?
We [WHAT YOU DO] that allows you to [DESIRED OUTCOME] without [THING THEY WANT TO AVOID].
[CREDIBILITY E.G YEARS IN BUSINESS OR IMPACT MADE]
[CALL TO ACTION]
Outcomes
This isn’t a feature or a product, it’s how their life will improve if they work with you. E.g our clients don’t work with us because they want more clicks, followers or graphic designs. They want to grow their business.
So the #1 key outcome for us is ‘Grow Your Revenue: Increase sales, boost profits and fuel your business growth by investing in marketing that brings in customers.’
[KEY OUTCOME 1]
[KEY OUTCOME 2]
[KEY OUTCOME 3]
Products/Services
What you offer, with a 1 sentence benefit-driven description of each product. Again, make it about the customer and what they will get, not just what you do.
E.g ‘Generate leads and scale your business with profitable and predictable ad campaigns’ is much more compelling than ‘we create and manage ad campaigns.’
[OUTCOME] with [MECHANISM]
[OUTCOME] with [MECHANISM]
[OUTCOME] with [MECHANISM]
Unique Value Proposition
What makes you different/better than competitors? Make it specific and quantifiable. E.g don’t just say ‘high quality service’, explain why it’s such high quality service e.g you employ the top 1% of talent, or you get back to people in under 2 hours, or you only take on 20 clients at a time so they get more attention etc.
[QUANTIFIABLE UVP 1]
[QUANTIFIABLE UVP 2]
[QUANTIFIABLE UVP 3]
Social Proof
Build trust and credibility by showing other people who’ve used your product or service and got great results. Case studies are preferred because they’re more informative and allow you to show your expertise, but reviews are the next best thing.
[CASE STUDY OR REVIEW 1]
[CASE STUDY OR REVIEW 2]
[CASE STUDY OR REVIEW 3]
Call To Action
Tell them what to do next (e.g contact you, get a free quote, book a consultation etc). Bonus points if you can add scarcity or urgency to explain why they should act now and not later.
[CALL TO ACTION]
Was this helpful? I’ve got an even better framework for selling your individual services.
This home page framework is good, but I’ve got an even better one for promoting an individual item. I’ve spent years tweaking it, and it’s incredibly powerful. If you want access to that, just shoot me an email!