“You don’t write because you want to say something; you write because you have something to say.”
~ F. Scott Fitzgerald
Something I’ve been hearing a lot lately is that “attention is the new currency.” And then the guru goes into how their process, framework, or method is the best way to gain that attention. However, if you don’t have something meaningful to say, all those processes, frameworks, and methodologies amount to nothing more than a circus act and the attention withers away.
But, if you do have something meaningful to say … if you are communicating with purpose, then you’ll attract the right attention and keep it in a much more sustainable fashion.
This requires your message to be clearly defined and deeply thought out so that your book, your social posts, your TED talk … however you spread your message … resonate with your ideal audience, and act as a bridge connecting your unique vision to the hearts and minds of your prospects.
But how do you ensure that your message cuts through the noise, captures interest, and engages your audience to the best effect?
This blog post is designed to be your guide. Whether you’re drafting your next book, blog post, or a simple social media update, the principles of defining and conveying your message effectively remain the same.
Our journey together will explore the art of developing your core message, tailoring it to your target audience, and leveraging it to create genuine, lasting engagement. Let’s embark on this journey to transform your writing from mere words on a page to a powerful tool for business growth and client engagement.
Understanding Your Core Message
Your core message is comprised of a few things:
- Your Unique Value Proposition
- What you stand for
- What you stand against
And your message must align with your business goals. In this section, I’ll help you start the process of gaining an understanding of your core message.
Identifying Your Unique Value Proposition
A Unique Value Proposition (UVP) is a clear statement that describes the value you bring to your clients. This value can impact any of three main areas of your clients’ lives:
- Their finances
- Their relationships
- Their health
To understand and articulate your UVP, ask yourself these questions:
- In which domains does my work impact my clients? Your work may impact only one of the three I just listed or more than one.
- How does my work impact my clients within that domain? Do you offer a unique outcome?
- What sets my message apart from others in my field? Is it your personal journey, your professional expertise, or a combination of both? Do you zig where others zag?
Your UVP isn’t just about what you do; it’s about why you do it and how it adds distinct value to your audience.
What You Stand For and What You Stand Against
In life and in business, we are all guided by an internal ethical and moral compass, whether or not we are aware of it. If you want to truly understand your core message, you need to become consciously aware of your convictions. This goes beyond your professional expertise and touches on the values and principles that define your personal brand.
Your values not only shape your message, but they also build trust and authenticity with your audience. Your convictions are the pillars of your message. They give your words weight and your actions meaning. Be vocal about the causes and ideals you passionately support. This might mean advocating for certain industry standards, ethical practices, or societal changes. Your stand on these issues will resonate with like-minded individuals, fostering a deeper connection with your audience.
Equally important is being clear about what you stand against. This isn’t about negativity; it’s about drawing a line in the sand. It’s about saying no to certain practices, ideologies, or approaches that contradict your values. For instance, if you’re in the wellness industry, you might stand against quick-fix health solutions. Taking a stand against something can often be as powerful as what you stand for, as it clarifies your position and reinforces your message’s integrity.
Together, articulating what you stand for and what you stand against, help build a community around your business, attracting those you were meant to serve and repelling those you were not.
Aligning with Your Business Goals
Now that you have started to identify the basic elements that make up your core message, it is time to align them to your business goals. Not all the elements you have pinpointed so far will make sense as part of your business message and strategy.
Your message must align with your broader business goals. Are you aiming to establish thought leadership, generate leads, or build brand awareness? By ensuring that your message and goals are in sync, you create a powerful synergy that amplifies your impact.
To further refine your core message, spend time reflecting on the following questions:
- What am I deeply passionate about in my field?
- What are the common threads in my most successful pieces of content?
- How does my work change or impact my readers’ lives?
- What do I want my legacy as an author to be?
These questions aren’t just introspective. They are an invitation to dive deep into the essence of your message, ensuring it’s not just heard, but felt and remembered.
Crafting Your Core Message Statement
Once you’ve contemplated these aspects, it is time to distill your core message into a clear, concise statement. This will serve as your north star, keeping your writing focused and purpose driven. Remember, a well-defined message is like a flare, shining through the fog of content overload, guiding your ideal clients right to your business door.
For additional guidance, check out these resources:
- Personal & Business Core Values Exercise (Free PDF Download)
- How to Present an Authentic Image That Works for You as an Author (Blog Post)
- Being Authentic in Business: A Comprehensive Guide (Blog Post)
- A Brand Before a Book: Why Defining Your Author Brand Is Essential (Blog Post)