In today’s ever-changing world, capturing attention is more difficult than ever. With short attention spans and rapidly shifting consumer behaviors, your core message has to cut through the noise and make an impact. Corporations are constantly innovating ways to grab consumer attention, while individuals are overwhelmed by digital distractions. In such an environment, only clear, concise, and useful messages will stick.
A Core Message Must Be Useful & Clear
At the heart of any successful platform is a core message that is both meaningful and clear. Without clarity, even the most sophisticated platform will falter. The latest technology, plugins, or marketing strategies won’t help if your core message is muddled. In today’s media landscape, a confused message quickly gets drowned out.
Think of your core message as the foundation on which everything else is built. Time must be invested to make sure that the message is clear and, most importantly, useful to your audience. A clear message resonates, while a confusing one fades into the background noise of competing messages.
Hunting for the Core Message
Finding and refining your core message is an essential step, and it’s not something to be rushed. Think of it as a process of chipping away at a broad idea, just like sculpting. Start big, and gradually work down to something concise and powerful.
Consider how an author writes a book: they start with a large amount of content—perhaps 80,000 words—and then gradually cut away unnecessary words and ideas. What remains is a refined, relevant message. This is exactly the approach you need when developing your core message.
The Position Statement Cheat Sheet
One practical way to clarify your core message is by developing a position statement. This tool can help you organize your thoughts and define how you will communicate with your audience. Here’s a simple template:
For [TARGET] who are [SEGMENT], [BRAND] provides the [CATEGORY] with [DISTINCTION] because of [PROOF].
Here’s how to fill it in:
- Target: The group of people you want to attract.
- Segment: A specific group within your target that has a particular need or problem.
- Brand: How your core message is packaged.
- Category: How the audience views the solution you provide.
- Distinction: What makes your solution unique.
- Proof: Why you are credible and capable of solving their problem.
7 Questions to Test Your Core Message
Once you’ve crafted your core message, test its clarity and usefulness with these seven questions:
- Relevance: How does my message relate to current events or trends?
- Journey: Can my audience connect my message to their future?
- Community: Have I clearly identified and related to my target audience?
- Resource: Does my audience see value in my message?
- Balance: Does my message help restore balance or provide solutions to everyday problems?
- Transformative: Is my message life-changing or impactful in a daily way?
- Connection: What about my message makes my audience want to share it?
Metaphors in Core Messaging
I’ve found that metaphors can significantly strengthen your core message. A metaphor allows you to communicate abstract concepts in a relatable way. Think of a metaphor as a bridge between your message and your audience’s understanding. Identifying the metaphors within your core message will also simplify the process of building your brand.
Brand Construction
Branding is how you visually and emotionally package your core message. Your brand is what people will remember after they’ve interacted with your platform. It’s what they’ll take away after reading your blog, listening to your podcast, or watching your video.
A powerful brand is consistent. It acts as an identifier, allowing your audience to know exactly what to expect every time they engage with your content. Consistency in branding builds trust and ensures that your message is understood and remembered. Brands, by nature, repel some while attracting others. That’s not a bad thing—it means your brand is doing its job of clearly defining who it’s for.
Build A Website & Blog Often
Don’t over complicate the process of building a website. With platforms like WordPress, you can create a website within minutes. Focus on selecting a theme that aligns with your core message, and get started with blogging regularly. Your audience will let you know if your content resonates based on how often they return. The key is to be consistent in delivering value.
Work Your Network
Your network is one of your most valuable assets when starting a platform. Begin by engaging with your existing contacts—family, friends, colleagues—and invite them to your platform. These early supporters will help you gain momentum.
Engage your social media followers by sharing your content and encouraging feedback. This will help you fine-tune your message and build credibility over time.
Use Social Media Creatively
Social media gives you access to a vast audience, but it requires creativity and consistency. Think about how your target audience uses social media and develop strategies to engage with them. Write down ideas, test them, and refine them based on the response. Quality content, shared consistently, will help your platform grow and your core message reach the right people.
Conclusion
A strong platform is built on a clear, useful core message that resonates with your audience. Focus on refining your message, building your brand, and engaging with your network. Over time, as you stay consistent and deliver value, your platform will grow, and your message will spread.
