The idea is to come up with a tag line or headline that describes in broad terms what you're offering. Don't try to force it, however, as both will eventually emerge as one's business does. When the right headline or tag line does emerge, you'll recognize it, but remember to keep it simple, since most people don't read details unless the headline catches their eye. You may also choose to vary the tone of your head and tag lines depending on the circumstances. IMCOR's running shirts, for example, feature the humorous message, "CEOs to GO," while the headline on their other promotional materials, "Contract Managers: A Flexible Management Option," is more serious in tone. Both are appropriate in their respective places.
While one's message should contain adequate text to inform the client, it should be stated simply and in straightforward terms designed to pique the reader's interest. Concrete examples and case studies that demonstrate the business's usefulness to the potential client helps him envision how his own needs might be served. It can also be very helpful to disclose the names of "satisfied clients" in one's marketing materials to present a credible track record. It is absolutely critical, however, to obtain permission to use these names, as many people tend to be sensitive about having their names appear in brochures and other types of literature.
One of the toughest problems an emerging portable executive faces is selling himself before he's gotten any assignments. This can be dealt with, however, through detailing previous work experiences in one's marketing materials or creating hypothetical case studies that are clearly labeled as such. Here, can capitalize on his core capabilities and the proven strengths and attributes that he identified during the searching phase.
Create an Upbeat, Accurate Message
The message you send should be upbeat and positive. Your pride and enthusiasm for your offering should shine through without overstating your abilities or making promises that can't be delivered. One way to avoid sending a "puffed up" message is to step back and review each message to determine whether you can truly deliver the quality your message claims you can.
This touches on the last essential element of message creation: believability. Must recognize that since most people receiving the message are not initially receptive to it, anything that strikes them as incredible will surely make them more resistant to it. For example, if the industry standard turnaround time for delivering a bound report is twenty days and your message says you can do it in five, that in and of itself may make the audience doubt the credibility of your message and your product. It would be better to say "fast turnaround" and save the specifics until you have the opportunity to explain your approach in greater detail.
The Limits and Potential of Your Message
Attempting to craft a message that will convey a universal application of your offering to your target group is next to impossible. Very few marketing messages, such as Nike's "Just Do It," are superstars; most are merely adequate.
It takes a great deal of time to evolve the right message, and even then one must be willing to review and revise it as one's business matures and develops. A message must be informative in nature, designed to raise awareness, pique one's interest, and will not necessarily "sell" the product or service. For this reason, after each new client experience, should consider how that particular experience affects or changes the message. Try the message out on potential buyers and ask for their feedback. Creating a message is not a natural process for most people; it takes time and a great deal of patience to develop the right one.
Distinguishing Yourself from the Competition
As many of us have observed in viewing different TV commercials, mentioning the competition's name in an attempt to distinguish your product or service can easily backfire. The old saying in advertising that "no matter how your name is mentioned, having it mentioned at all is positive" is largely true. More important, though, is that should spend less time focusing on the competition and more time focusing on the unique qualities of his or her own offering. Service will ultimately be purchased on a repeat basis for its value to the client, not for its difference from the competition.
