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If your brand has murky messaging this might be what you’re missing

Kai Madrone
July 13, 2021
3
min
Storytelling
Online presence

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To clarify your message, start with WHO you're talking to

How clear is your marketing message?

A.) CRYSTAL! Whether it's a visitor to our website, someone reading a post on social media, or receiving an email from us, whenever people see something from our brand they know who we are, who we serve, what we stand for, and what's in it for them.
B.) A little fuzzy...Our message is out there, but it's not as clear or consistent as it could be. We know who we're here to serve and the transformation we provide, but we're not always great at communicating it in our marketing.
C.) Mud. When people see our stuff they don't really know who we are, what we're about, or whether it's for them. Honestly, our marketing might be a little confusing.
D.) No message yet. I'm just getting started and don't have a message out there yet.

If your business is currently experiencing anything other than A.) CRYSTAL, it's likely due to being less than completely clear on WHO you're addressing. Sometimes, message murkiness boils down to not clearly identifying your market segments. So how do you know if your market is segmented?

CRAFT & REPEAT A CLEAR, COMPELLING BRAND STORY

If you're not clear on your segments, your marketing gets misdirected

Once you know who you're talking to, the message gets much clearer

Some brands exist for a specific group of people that is complete unto itself. More often than not however, businesses serve a market that breaks down into distinct segments.

These segments are subgroups within your target market. I like to think of them as the sub-folders within the larger folder of your market. These sub-folders help you see who specifically you're talking to in your marketing.

Why segments matter

Market segmentation organizes potential customers by common needs, problems, and desires so that you can speak to them directly and serve them optimally.

Getting clear on the distinct subgroups within your market hones and clarifies your marketing because you know exactly who you're talking to. Getting clear on your segments also:

  • Allows you to tailor your products and services
  • Makes it possible to target specific categories of customers with specific offers
  • Makes it possible to personalize your marketing campaigns

Tip of the week: ask The Segmentation Question

If your marketing message is anything less than crystal-clear it's time to clarify who you're here to serve. Who exactly is your market?

Once you're clear on who you're meant to serve, it's time to see if that group breaks down into distinct segments. Within the vast variety of people (or businesses) you serve, are there clusters that emerge (usually two or three) that are recognizably different from each other in A.) what they need from your brand and/or B.) what they need to hear from your brand?

To determine this, you can ask The Segmentation Question:

In our target market are there subgroups that are distinct enough that we need to talk to them differently?

If so, what are they?

Once you clarify your segments, you can clarify your message

Not every business has segments, but if your business does, identifying these subgroups makes all the difference. When you know the specifics of who you're talking to your message gets clearer, making it much more compelling for the people you seek to reach.

Know who your work is for, be their trusted guide, and use their words so you can speak straight to their heart

We're here to help

If you need more clarity on who you're meant to serve we invite you to schedule a Clarity Session with us to learn more about how Strategic Storytelling reveals WHO your work is for and HOW to craft a compelling marketing message that draws them in the door.

Book a free Business Clarity Session

Thanks for doing what you do in the world,

Kai & Michael

Kai Madrone
Posted on
July 13, 2021

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