Just like an apple, you’ll fall to pieces without a strong core

coffee “Nothing feels as good as being regular” - Coffee bar in Washington

“Your pane is our passion” - Window installers in Kansas window

I’m sure that you have all heard slogans like these. They make you laugh or smile, you sometimes look twice to make sure you read right, and sometimes you don’t even like them! But, what they accomplish is getting your attention. That is the key in any core message.

A strong core message elicits a feeling from the reader. When you create your message, you want something that fits your business and will allow all who read it to capture a glimpse of who you are and what you do. There are a couple easy ways to create a great core message for your business.

1. Unique Habit: Do you have a unique habit? Is there something that you do that is special for your clients? Offer a free car detail when a client comes in to get their taxes done?
2. Customer Service: Is your customer service the best of the best? Do people often praise you about how nice, helpful or courteous you or your associates are? Be proud of it, boast about it, and use it to your advantage.
3. Against the competition: Does your competition have holes in their offerings? Is there something that you can provide that they can’t? We’re not saying put out a smear campaign against them, just find their hole and be proud of the fact that you can fill it.
4. A way of doing business: Do you have a unique payment method? Are your services packaged in a more efficient way than anyone else in your field? Just the way that you do business may be enough to prove you are the best.
5. A memorable personality: This isn’t for everyone. I repeat: this isn’t for everyone! Please do not ‘create’ a memorable personality because you think it will sell more of your product. However, if you or someone in your business already has a memorable personality (a character you’ve created in your emails, a specific talent for impersonations), then use that to your advantage.

The bottom line is, don’t create something to be a better business. Take something that already makes you a better business and use that to make you more known. We all have a core message, the key is finding it, using it, and being proud of it.

This entry was posted on Tuesday, January 22nd, 2008 at 10:24 pm and is filed under Requirements of every small business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.