The starting point for any marketing plan, campaign or strategy, should be your messaging. More often than not, we tend to explain what we do when asked the question – ‘What do you do?’ Or ‘What does your company do?’

Our marketing materials, (website, social media bios and profiles, corporate presentations, and personal introductions) are often focused on process rather than outcome. Which tends to cause the same reaction – glazed look, disinterest, confusion.

Why? Because no-one really cares how it’s done, they just want to know what they’re going to get from it (if anything) and will make a decision there and then based on your answer.

By having an unclear message, that explains the process of what you do on a daily/ weekly/ monthly basis, you’re cutting your leads significantly which results in much lower conversion rates.

Every resource you spend on marketing, (time, money, energy) should be strategic and focused on a return. However, not every resource you spend will convert – that’s just the nature of business – but without clarity, you’re making the process harder and longer than it needs to be.