We’ve been spending a lot of time “harping” on brand messaging in your business this month for good reason – and it’s not just because it’s the start of the new year.
It’s because it’s single handedly the base of your business. So, we have outlined some of the messaging mistakes you are most likely making.
If we focus on creating a strong base first, then everything else is built on a solid foundation. While it may not be the sexiest part of your business to spend time on, it can have the biggest impact on the success of your business!
So let’s dive into the 4 most common brand messaging mistakes you’re probably making without even realizing.
Messaging Mistake #1 - You’re Focused on You
Have you ever considered that you might actually be competing with your audience?
No, I’m not insane.
Just think about it. If you’re constantly talking about you, your business, and your goals – your clients probably aren’t immediately thinking of you as the one to help them with theirs.
As Donald Miller puts it in StoryBrand – you’ve positioned yourself as the hero of the story instead of the guide.
Your customer should be the hero of the story, and you should be there as their guide to help them attain whatever solution it is they’re looking for.
We put this mistake first so that you can become hyper-aware of taking the focus off you as you follow along below.
The more your business is about your customer and positioning them as the hero, the more successful your business will be in attracting the people you can really help.
Messaging Mistake #2 - You're Not Clear On Your Customer’s Problem
How well do you know the problem your customer is facing? Maybe you’re thinking you know it really well.
And well, technically you should because without the problem, what is the point of your product or service?
But how much do you talk about that problem in your marketing, on your website, in your social media posts?
If you don’t really narrow down your customer’s problem and talk about it often, then the solution you offer really doesn’t hold much value.
Now, I’m not trying to convince you to go all “debbie downer” in your messaging, but being clear and repetitive about the problem your customer is facing is non-negotiable.
You need to go beyond the surface level problems like lack of time or money. You need to also focus on how that problem is making your customer feel.
You’ve heard me say it before, and I’ll say it again: “People make buying decisions based on emotions and because of words that inspire them to take action”.
So don’t be afraid to highlight the pain points so that they can better relate and be more open to the next section we’re going to dive into.
Messaging Mistake #3 - You’re Speaking To Deliverables Instead Of Results
This mistake is the one that I’m personally most guilty of.
I think the easiest way to illustrate this point is with an example so you can really see the difference.
- 30 Canva templates
- Branding workbook
- Branding mini-workshop
- Become more confident and successful in your business
- Grow your business with less overwhelm and frustration
- Have more freedom because of consistent leads coming in
In both examples, they’re going to get the exact same thing, but which example do you think would inspire more people to take action?
Definitely the one that talks about the results.
Your customer can see the results and transformation they will get once they purchase the product or use your service. This makes it much more of a no-brainer when it comes time to pull out their wallet!
Messaging Mistake #4 - You're Using Weak Calls To Action
You might be thinking that a call to action doesn’t have much to do with your brand messaging, but in fact, it does!
You should be telling your customers what action you want them to take very clearly and very often.
If you’ve identified their problem, explained how your product or service is the result, they need to know what’s next.
So be very clear about it.
Do you want them to book a call with you, buy something or sign up for something? Let them know and don’t beat around the bush.
Simply telling your customers what’s next can make a massive difference in your sales for this year.
It’s time to cut out the brand messaging mistakes for good.
Take a few minutes to jot down some notes and then do an audit of the current message that you’re constantly putting out to your customers.
Are you making any of these mistakes?
If so, let us know in the comments below and also let us know how you plan to fix them!
And if you’re looking to really take your business to the next level online this year, be sure to read this next blog post below: