Issue link: https://iconnect007.uberflip.com/i/1515304
FEBRUARY 2024 I SMT007 MAGAZINE 23 don't need a paragraph to explain it. Looking at the two examples I cited, you want poten- tial customers who are focused on increasing yields and who will think of you first. Let your message solve their problems. Now, use clear messaging to build your story, your marketing message. is should be com- municated everywhere you go. You become your message. Bring your message into your branding ads, share your expertise through columns and articles, write a book on the sub- ject, and put your message on your business cards. It's especially important to share this message with your team. Everyone must be aligned on the message and help promote it, no matter what team or department they're in. As a manager, talk about it constantly to every- one everywhere. ere is real power when the whole team is aligned. Memorable Messaging Matters Successful branding is about making your message memorable. Message recall is more likely as you reach saturation, but be sure it res- onates with the emotional minds of the pros- pects. Playing to a customer's emotions can't be overstated. We understand that the higher the emotional content, the greater the recall. So, when we say it resonates with the emo- tional mind, we're talking about moderating the number of impressions needed for pros- pects to recall the message. Combining satura- tion with a message that appeals to the emo- tional mind is the best approach. If a prospect says, "I don't really know you, your values, your reputation, or what you stand for," how likely is it that they will do business with you? is may feel extreme but don't assume your prospects already know these things about you. Start with your own story and continue to educate your customers and prospective customers. Otherwise, you are leaving it up to your competitors, and they are probably not sending out the message you want. Why does this matter? Your values are the things you stand for, what you bring into your business, and how you lead your team each day. e identity or brand you put out there matters because we like to do business with companies we know—the ones