Is Your Marketing Message or Elevator Speech Holding You Back?

A smart message is the key to more business

Your marketing message or elevator speech is like a key. If it’s the right fit, it opens doors, sparking conversations, winning clients and growing your business. If it’s the wrong size, you’ll be left outside, wondering why your business isn’t going anywhere.

Too many professionals and small business owners struggle with marketing messages that don’t land. They're often too vague, too long, too dull, or worse, too self-congratulatory. The result? They don’t generate interest, and they definitely don’t convert prospects.

A brilliant marketing message, whether you call it a value proposition, elevator pitch, or positioning statement, describes what you do and the problems you solve in just one or two sentences. This small tweak could be the most cost-effective change you make to your entire marketing strategy.

Avoiding the extremes: too long, too short

When someone asks what you do, what do you say? “I’m a lawyer.” “I’m in sales.” “I’m a consultant.” These labels don’t help. They box you in with assumptions and stereotypes. People hear “lawyer” and shut down, or “consultant” and wonder what that even means.

Worse, some go too far in the other direction and launch into a five-minute monologue listing services, degrees, and awards. That doesn't work either. Prospects don’t want your life story—they want to know how you can solve their problem, and fast.

What your marketing message should actually do

It should:

• Tell people exactly how you help

• Start a meaningful conversation

• Make your audience see they need your services

If your message ticks these boxes, you're in business. If not, you're probably being ignored.

Let’s talk about your website and marketing material

Take a hard look at what you’re currently saying online, in print, and in person. Are you leading with the problems you solve and the results you deliver? Or are you listing credentials and job titles?

Are you starting real conversations, or just handing out labels?

A marketing message that works

When done well, your marketing message becomes the spark—the reason someone leans in and wants to know more. It should connect your services to your prospect’s problems or desires. That’s when the magic happens, when you’re no longer selling, but solving.

A great example: “I help small business owners attract more clients and be more successful.”Simple. Clear. Effective.

When you use a message like that, your ideal audience leans in. They want to know more. That’s when you’re no longer just networking, you’re converting.

Final thoughts

Your marketing message is one of the most powerful and overlooked tools in your business. It belongs on your website, your business card, your email signature and even your voicemail.

It’s not about being clever. It’s about being clear. Nail this, and you'll have more people knocking on your door than ever before.

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Disclaimer:

The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.