NOTE: As of 2022 the Center for Executive Coaching is now accredited with the ICF as a Level 2 Coach Training Organization. The ICF has changed their language and replaced ACTP with Level 2. We were among the first group of coach training programs to receive this accreditation, after a rigorous review by the ICF.

The Trouble with Most Marketing Messages

Your marketing message is everything you say or do to get people interested in your services.

Unfortunately, most marketing messages are generic, boring, and irrelevant, for the following reasons:

  • Too much about you and your credentials instead of about the prospect’s most pressing concerns;
  • Mistaking a marketing message for a statement of mission, vision, and values;
  • Creating a generic message that fails to set your solutions and your firm apart;
  • No proof to justify your claims; and
  • Failure to incorporate all required elements of an irresistible message.

Following are the key ingredients of a compelling marketing message:

  • A focused target market. That way, you can develop a marketing message that resonates with your audience.
  • An understanding of the most pressing problems your market faces, and what these problems cost – in both business and emotional terms.
  • Your solution, and the value/benefits it provides.
  • Why your solution is unique and superior.
  • Proof that your claims are true, in the form of data, case studies, and testimonials.

Once you have this message created, you can incorporate it into everything you do, while constantly offering valuable information that compels your audience to respond.

Aflac

Amazon

Ancestry

Army Corp of Engineers

Ascension Health

AT&T

Bank of America

Bechtel

Best Buy

Booz Allen

Bose

Bristol-Myers Squibb

Brown University

Capital One

Caterpillar

Charles Schwab & Co.

Children’s Hospital Colorado

Cisco

Citrix

Coca-Cola

Deloitte

Dropbox

Duke Energy

Galveston Independent School District

General Atomics

General Electric

Google

Harvard Business School

Home Depot

Inland Steel

International Red Cross

Johnson and Johnson

Kaiser-Permanente

KPMG

Laser Spine Institute

Lexis Nexis

Liberty Mututal

L’Oreal

Macy’s

Mckinsey Consulting

Merck

Microsoft

MIT

NASA

National Basketball Association (NBA)

Nike

Nissan

Nvidia

Partners Healthcare

Philips

Procter & Gamble

Price Waterhouse Coopers (PWC)

Ralph Lauren

Regeneron

Rice University

Ross Stores

Russell Reynolds Associates

Schneider Electric

Shell Oil

SLAC National Accelerator Laboratory

Stryker

The Ohio State University

Tom’s Shoes

United Nations

University of Florida

Unum

UPS

US Air Force

US Army

US Army Medical Corps

US Marines

US Navy

USAID

Valassis

VMWare

Xerox

Zappos

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