How to Develop Your Marketing Message - April Roundup

Patrick McFadden

Our theme for the month of April at Indispensable Marketing was “Marketing Message.”

You know what I say, “you must refocus your message on problems not solutions”

Matching your message to your ideal client is pretty much everything when it comes to marketing these days.

Think about you – you’ve got about a couple of seconds to get and keep someone’s attention and you can’t waste that precious time with a message that doesn’t focus on what clients want more than anything - their problems understood and solved.

Experience tells me that for some of you this is going to be a challenge, because the cold, hard truth is that nobody cares about you or what you sell (and nobody will ever care as much about what you’re selling as you do). While your business may be incredible, all your customers and prospects care about is what they believe they will get, achieve, relieve, dodge, or acquire based on buying what you sell, and they’ll go with the business that promised them that.⠀

So, your job as owner and CEO of a small business is to understand the problems people are trying to solve and match your messages to those very specific problems.

The company that can articulate the problem best, wins! It may not even be the company with the best service, but this is marketing, and marketing is often about perception.⠀

These posts aim to help you, your team, and your marketing service providers better understand how to develop a marketing message that attracts your ideal client.

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How to Develop Your Marketing Message Posts

Stop Marketing What You Provide and Start Marketing What You Solve

Hard Truth! It’s lazy to assume that your customer wants the core service you provide whether that is accounting, consulting, landscaping, plumbing, coaching, training, etc.) Instead, speak with them to learn what they believe they will get, achieve, dodge, or acquire based on buying what you sell.⠀

Why Your Customers Don't Care About Your Services

The headline of this snippet isn’t meant to sound harsh as it likely sounds, hear me out. Your small business has a service, you’ve targeted your pitch, and now you are ready to share your business with the world. There are just so many benefits that you can’t wait to share them with everybody you see.

You Need To Fully Understand What It Is You Do That Is Both Wanted and Valued

My message to owners and CEOs of small businesses has been quite clear: You cannot create a business that is unique to every client. The key to any good marketing strategy is to market to the ideal client within your target market that wants and values what it is you do that is both remarkable and unique. ⠀

Focus On The Real Problems You Solve

If you're in the home service contractor or home service provider space, you think that the thing that you do - the kitchen remodeling, the bathroom renovation, unclogging the toilet, or fixing the wiring in the wall is the thing that you get hired to do. ⠀

How To Determine The Problems You Really Solve

That's the question I get most when explaining that client's don't really want what you sell, they want a problem that they value solved. It's a great question to answer because every small business owner and CEO that I meet wants to make the thing they sell as the problem they solve. So the way that I tell small businesses to determine the real problem they solve is to ask their existing clients.

The Small Business That Can Articulate The Problem Best, Wins

Let’s say you own a tree service business. Your potential customers will automatically assume that you know how to take down trees. But that doesn’t really address the problem the potential customer has.

Communicate Your Solutions In Simple Terms

There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.” This 100% applies to how I view and approach marketing, and more specifically your marketing messages.

How To Uncover The Problems Other Small Businesses Aren't Willing To Say They Solve

This is my advice for the CEOs and business owners of small businesses thinking about differentiating from other players in your space. That might mean as a Plumbing Contractor you talk about how you arrive on time and clean up after the job ...

How to Create a Marketing Message That Attracts Clients

Every business has competitors. No business will ever be the only option available to a client or customer. So every brand has to do some work to differentiate themselves from the competition.

You've Got To Eliminate Your Expectation Messaging

🥱🥱🥱Most businesses focus on messaging like “great service”, "hiring knowledgeable staff", "fair pricing" or a “quality product.” 🥱🥱🥱 As I've mentioned before this is "expectation messaging", anyone who is paying for a service expects those things mentioned above.

The Messaging Mistake Most Small Businesses Make

🎁Most businesses focus on messaging like “great service”, "hiring knowledgeable staff", "fair pricing" or a “quality product.” 🎁 As I've mentioned before this is "expectation messaging", anyone who is paying for a service expects those things mentioned above.

The Secret To Developing a Powerful Positioning Message

Without question the most important marketing strategy you can use is positioning. Now out of all the marketing strategies this one can mean many things to many people but for the sake of this LinkedIn post what I mean is this:

Using Your Customer’s Exact Words is the Best Message to Convert Ideal Prospects into Paying Clients

That’s why the world’s best marketers always start with a diagnosis that includes listening and/or talking to your customers. People make most of their purchase decisions to either avoid pain or experience some gain. If you can tap into these emotions, you can grow your business.

Most Important Element of Any Radio or Advertising Campaign: The Message

We’re currently helping a client with constructing and executing a well-thought-out radio campaign.

While doing this I thought it would be helpful to share an indispensable element needed for the radio or any advertising medium: a strategy based message.

Why You Must Focus Your Message on Problems, Not Services

Your customers don’t know how to solve their problems, but they usually know what their problems are. So creating a list of problems you solve for clients should be very high on your strategic list. If you’re having trouble thinking about your client’s problems, think a bit about the things they tell you.

Messaging Is The Great Equalizer For Small Business Owners

Often when developing the marketing strategy for a client there comes a point after we’ve developed an ideal customer profile, we need to talk to them!

Create Your Messaging Around What Clients Want

Nobody wants the products, services, subscriptions, or solutions your business sells, they want their problems solved. Rather than spending time talking about your own years in business and what you do, it’s more important to connect with a potential client about the challenges they are facing.

How to Get the Attention of The Right People

You want to know what most people pay attention to ... solving their problems. People are bombarded with marketing, attention is scarce, and competition for hears and eyeballs is fierce. So, if you’re marketing without a strategy—with a key component of that strategy knowing the precise problems of your ideal customer—you’ve got a serious challenge.

Marketing Message Examples

Appliance Repair Marketing Example

Tree Service Company Marketing Message Example

Local Service Business Message Example

Contact Your Marketing Consultant at Indispensable Marketing

If you’re a small service based business that needs help with messaging for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.

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The Ultimate Guide to Facebook Advertising for Mental Health Agencies

By Patrick McFadden • December 11, 2024

Facebook advertising can be a powerful tool for mental health agencies seeking to connect with individuals in need of their services. However, creating effective campaigns in this sensitive field requires a unique blend of strategy, compliance, and empathy. This guide is designed to help mental health agency CEOs and owners navigate the complexities of Facebook advertising, offering a detailed roadmap to building successful campaigns.

The Future of Search: How Service-Based Businesses Can Prepare for 2025

By Patrick McFadden • December 6, 2024

The search landscape is undergoing significant changes, and service-based businesses—like commercial cleaning companies, electricians, remodelers, and repair services—are feeling the impact. Google is prioritizing paid placements, while AI tools like ChatGPT are changing how consumers find and choose providers. These shifts are creating challenges for businesses relying on traditional search strategies, but they also present new opportunities for those willing to adapt. Here’s what’s happening and how to prepare for what’s coming in 2025. What’s Changing in Search Google’s Prioritization of Paid Ads Local Service Ads (LSAs): These are now dominating the top of search results, especially for service industries like cleaning, electricians, and remodelers. LSAs prioritize businesses based on proximity, reviews, and ad spend, making organic rankings less impactful. Ads in the Map Pack: Google is integrating paid ads directly into the local map pack, further reducing visibility for organic listings. Generative AI in Search Results: AI-powered summaries often highlight paid advertisers and well-optimized businesses, leaving little space for organic results. Impact on Service-Based Businesses: Companies relying solely on organic rankings are seeing fewer inquiries. Increased competition in paid ads is driving up costs, making it harder for smaller businesses to compete. The Rise of AI Tools Like ChatGPT AI platforms are becoming a go-to resource for consumers researching services. These tools prioritize brand reputation and authority over traditional SEO factors like keywords and proximity. Impact on Service-Based Businesses: Businesses with a strong reputation and recognizable brand are more likely to be recommended by AI platforms. Those relying only on Google’s keyword-based ranking systems may struggle to stay visible. How Service Businesses Can Prepare for 2025 1. Invest in Targeted Advertising Paid advertising is a short-term solution to maintain visibility in an increasingly competitive online space. Here’s how different service businesses can use ads effectively: Commercial Cleaning Companies: Use Local Service Ads to target office managers and facility owners in your service area. Focus on Google Ads for terms like "daily office cleaning" or "floor waxing services near me." Electricians (Residential and Commercial): Promote emergency services through PPC campaigns targeting "24-hour electrician near me." Use LSAs to target high-intent customers for specific services like rewiring or panel upgrades. Remodelers: Target kitchen and bathroom renovation keywords in your local area through PPC. Highlight high-ticket services like custom home additions or luxury remodels. Installation/Repair Companies: Run ads promoting seasonal services (e.g., HVAC repairs in winter, appliance installation for holidays). Takeaway: Small investments in LSAs and PPC ensure your business stays visible while preparing for longer-term solutions. 2. Build a Brand That Works Across Google and AI Branding is critical for service-based businesses looking to reduce dependency on paid ads and thrive in the evolving search ecosystem. When customers recognize your business name, they’ll search for you directly, bypassing the competition. Here’s how to build a strong brand: Showcase Expertise Through Educational Content Create e-books or downloadable guides like: "5 Questions to Ask Before Hiring a Commercial Cleaning Company." "The Ultimate Guide to Choosing the Right Electrician for Your Business." "10 Signs You Need a Bathroom Remodel." Post blogs or social media content addressing common customer questions. Leverage Video Content For commercial cleaning: Show before-and-after videos of deep cleaning projects. For electricians: Film a walkthrough of an electrical upgrade explaining the process. For remodelers: Highlight completed projects with a virtual home tour. For installation/repair companies: Create tutorials or maintenance tips to build trust. Encourage Reviews and Referrals Launch referral programs offering discounts for successful recommendations. Ask satisfied customers to leave detailed reviews on Google and other platforms. Engage in Community Activities Sponsor local events or participate in trade shows to increase visibility. Partner with complementary businesses (e.g., real estate agents, interior designers) to expand your reach. Takeaway: A strong brand ensures your business ranks well in AI searches while also attracting direct inquiries. 3. Diversify Lead Generation Channels While Google remains a key player, diversifying how you generate leads reduces your dependency on any single platform. Here’s how service-based businesses can diversify effectively: Social Media Presence Use Facebook and Instagram to run targeted ads featuring testimonials and completed projects. Post short-form content on TikTok or YouTube Shorts to engage a broader audience. Email Marketing Send newsletters highlighting special promotions, seasonal services, or recent successes. Optimize Alternative Platforms Ensure your business is well-represented on Yelp, Angie’s List, and other industry-specific directories. Takeaway: A multi-channel strategy protects your business from over-reliance on Google’s changing algorithms.

The Right Way to Optimize Your Title Tags: How to Maximize Local SEO Rankings

By Patrick McFadden • December 5, 2024

When it comes to local SEO, optimizing your title tag is one of the most impactful strategies for improving your rankings in Google. But here's the kicker – not everyone is getting it right. The common myth is that title tags should be kept short, simple, and to the point. But there's more to it than just keyword stuffing or hitting a "character limit." Let's break down why title tag optimization is crucial and how to make sure you're doing it right. Why Title Tags Matter for Local SEO A title tag is a key element in determining how well your site ranks in local search results. It appears at the top of your page and in the search results, making it one of the first things people (and search engines) see when they visit your site. The Mistake People Make Many businesses either don’t optimize their title tags at all or use generic terms that won’t help them rank. For example, a title tag like "Home" or just the business name isn’t going to do much to help your SEO. It's essential to strategically craft your title tags with the right keywords and location for maximum impact. Step 1: Use Keywords Wisely Start by identifying the most important keywords for your business. These should align with what people are searching for when looking for services you provide. For a Richmond, VA plumber, for example, “plumber Richmond VA” or “emergency plumbing Richmond VA” are great keywords. Make sure to include these in your title tag but avoid overstuffing it. Pro Tip: Use Google My Business (GMB) categories as a starting point. Your business category is likely already a keyword that can be incorporated into your title tag. Step 2: Add Locations to Target Local SEO thrives on location-specific keywords. Including the city or neighborhood in your title tag is key. For example, "Jim’s Electrical Services in Richmond, VA – Trustworthy Electrical Services" would be a great title tag to rank for services in the area. Pro Tip: Don’t limit yourself to just the primary city; include surrounding areas or neighborhoods where your business operates. It can broaden your reach and increase your chances of ranking for multiple local searches. Step 3: Make It Click-Worthy A title tag is more than just a ranking factor – it’s also a sales pitch. If your title doesn’t stand out, users will scroll right past it in the search results. Add an element that makes your title tag enticing and unique. Phrases like "trusted," "reliable," or "same-day service" can make a big difference. Pro Tip: Make sure the first part of your title tag includes the most important keyword and location, but reserve the end for something catchy that will encourage users to click. Step 4: Don’t Stress About the Length There’s no hard-and-fast rule for how long a title tag should be. The common misconception is that title tags need to fit within a 50-60 character limit. While Google does truncate title tags if they’re too long, don’t worry about maximizing your space – use as much as you need to properly optimize it. Here are the facts: 2022 research by Zippy shows that Google rewrites about 60% of the title tags in its SERPs. In 2021, Google’s John Mueller confirmed that the original title is still used for rankings even when it gets rewritten in the SERPs. Pro Tip: Use the ellipsis (three dots) to your advantage. Keywords and location information can go beyond what’s visible in the search results, still contributing to your rankings without affecting the display in search results. Come up with a compelling, click-worthy H1 that Google can use in the SERPs instead of your original keyword-stuffed title tag. Step 5: Don’t Overload with Brand Names This one’s a little controversial. For well-known brands, including the brand name in the title tag is a no-brainer. But for local businesses with less recognition, it’s often better to focus more on what the customer is searching for – not your brand. Pro Tip: If your brand name isn’t widely recognized or searched, skip it. Instead, focus on the keywords that will bring in traffic and increase your visibility in local search results. Final Thoughts: Optimizing Title Tags for Local SEO Success Optimizing your title tags is one of the simplest yet most effective ways to improve your local SEO rankings. By incorporating high-value keywords, targeting localities, and creating catchy titles that attract clicks, you’re giving your website the best chance to stand out in local search results. So, take the time to craft compelling title tags, and you’ll start seeing an improvement in both rankings and click-through rates. Remember, when it comes to title tags, it’s not just about fitting within a set character limit or inserting a keyword – it’s about crafting a title that’s optimized for search and enticing for the user. Stay focused on the key elements, including keywords, location, and user engagement, and you’ll be well on your way to dominating local search results.