At the early stages of starting our small business we often take great pains to get the visuals right. That is, we ensure that our logo communicates our brand effectively, our business cards are on point and our website looks professional. This plays a huge part in differentiating our business but what about our brand voice? This is the words we choose to represent our business and the style of communication. I am not just talking about ‘tone of voice’ but about the words that truly bring your values, USP and story to life and underpin your brand.
The core message not only speaks to the pain of your audience it tells them why we are in business. It touches on our brand story and so much more. But what makes it so powerful is that it is a short phrase that hits home so your audience know exactly why they should do business with you. It gives clarity and ensures precision copywriting, supporting all your marketing pursuits and business communication. Not only that, I would go as far as to say your core message is almost your mission, why you do what you do.
Have you noticed certain themes that come up in your life again and again? Look closely, do you see a pattern? For me the themes that seem to reappear are communication and individuality. It comes as no surprise therefore that the core message for my business is; the success of your business lies in your ability to articulate your uniqueness. Not just because I like the phrase but because I learnt the hard way from experience that following my truth is not just the best way, it is the only way. It has therefore become a mission to share that message and one of the reasons why I am in business.
The communication part (writing) is knowing how to articulate what makes the small business unique. It is the ‘how’ part of what I do but closely related to the why. It is possible to write without having a core message but nothing speaks more directly to your target audience than a well thought out piece with a clear underlying reason for writing it. Why? Because that ‘reason’ encapsulates your story and is the glue holding the words together. Whether it is your website, email, blog or leaflet, if you can communicate with this understanding, you will achieve the holy grail of copywriting; clear, consistent and to the point writing.
If you are a small business struggling with articulating your uniqueness; think about why you are in business, what have been your life themes to date and what problem seems to make you want to do something about it? Who cares if you are one of many businesses offering similar goods or services? I can guarantee the reason you made it to this point in your entrepreneurial journey won’t be.
Small business entrepreneur, when you have your core message you have your voice.