Tips for messaging to different audiences

Are you marketing to more than one type of client?or customer??

Maybe you've got?different services?for different?client/customer types?or?you're marketing and selling?to multiple decision-makers in the buying process (i.e. a marketing manager?as well as?the CMO).

It?can all make for a mess of messaging across communications if you're not clear about who needs to know what and when and how.?

Think about?messaging to multiple audiences like?an?ice cream cone.

As?a container for the ice cream, the cone is your foundational messaging. It's your?brand positioning, your vision, your mission, and your purpose for doing the work you do. It's your experience and expertise and your?unique points of differentiation. These are the things that hold true no matter what flavor of ice cream?goes in the?cone.?

The ice cream is?the messaging?about a specific?offer (product/program/service).

Each unique offer?is a?different flavor of ice cream. Your offers?may share core characteristics (milk, fat, sugar) but look and taste different based on their own combo of ingredients.?

The toppings are the added layer on top?of your ice cream messaging that makes the ice cream extra yummy for a particular audience. Toppings?will vary?according to what's most important to that customer type.

While you?only have one type of cone (my?personal?fav?is waffle), every offer you have is a different flavor of ice cream and each of your audiences prefers a different topping.

So let's say you have one offer (chocolate ice cream) and you're marketing?that one offer to two different audiences. Audience A might get chocolate ice cream with rainbow sprinkles and Audience B gets chocolate ice cream with marshmallows.??

If you have separate offers for separate audiences, then Audience?A gets chocolate ice cream while?Audience B gets mint chip. Toppings may not matter as much in this scenario since each audience is already getting a different ice cream flavor.

I hope this helps illustrate the distinction between?layers of your messaging and why it can feel tricky to communicate the specifics in a way that lands well with your intended audience?when you have multiple offers and multiple?client types.?

Stay?chill and flavorful,

Lisa?

P.S. What ice cream flavor floats your boat??Tops for me would be?pistachio?creme?from one of the little?gelaterias nestled in hills of Ischia, Italy.?When that's not an option?I'm a sucker for something much more mundane: the vanilla soft serve at McDonald's.

Here's how we help?coaches, consultants and creative pros leading?for-profit and nonprofit businesses increase their visibility, income, and impact—in case?YOU or someone you know?needs:?

STRATEGIC BRAND COACHING

Get clear on your positioning, ideal client, and customer journey. Understand how to package, price, and present your offers.

MESSAGING + COPYWRITING

Develop or evolve your brand messaging—and get the?literal words you'll need—for heart-centered, high-converting online and in-person communications.

MARKETING STRATEGY

Move?your client-attracting?words to your website and everywhere else. Take marketing actions aligned with your biz model, resources, and style for your version of success.

MARKETING FUNNEL BUILDS

Get done-for-you website design, email marketing campaigns, and client attracting resources to build your lead generation and conversion engine.

We have lots of free and low cost resources to get you started. Explore what's available here.?

If you're looking for personalized messaging and marketing support tailored to your business goals and vision, check out Client Attraction Accelerator (CAA) and our Message To Money? 360° programs. And when you're ready,?schedule?a no-cost, no-obligation chat with Lisa.