Your marketing message connects your dream customers with your online course.

It helps convert them from complete strangers, into leads and paying customers.

Getting your marketing message heard in some markets, particularly ones with lots of competition, can be tricky.

But…

What I’m going to share with you below will help you stand out from the crowd, position you as an expert in your market, and turn strangers into raving fans.

So let’s dive in…

With so much content and information online these days, having a unique message is an absolute must.

When you’re looking to reach a specific audience to sell your online course to, you already know what they need to hear, and what others are already saying.

To make your message unique, use your own experiences. Share your own opinions and your own viewpoints about the market and your audience.

For example, let’s say you’re selling a dog training program.

You can include something in your message about how many dogs you’ve successfully trained, or how many years you’ve been doing it. [Experience]

You can draw on that experience to tell people why it’s ALWAYS the owners fault when a dog barks at strangers. [Opinion]

You can then show empathy to that statement, by telling dog owners that they’re not alone.
It happens to 85% of dog owners, and it’s only because they don’t know how they should be disciplining their dog correctly. [Viewpoint]

[NOTE] This is a hypothetical example, and I have no idea about training dogs!

If you’ve done your research into your ideal customer, you should know what their biggest problems and pain points are.

If you haven’t researched your ideal customer yet, you can get a copy of my ebook ‘How To Identify Your Dream Customer’, which walks you through the full process.

Using their problems in your marketing message is extremely powerful, because at this stage you want your reader/listener to be nodding along and saying ‘That’s me!’.

You want to make them feel like you fully understand what they’re going through.

… and you want to make them feel like you’re the person who can help them.

When you’re ultra specific about their problem, they know you have the knowledge to show them how to reach their goals and provide a solution for them.

Your marketing message isn’t only about what you know or how you can help your dream customer, it’s also about how you present it to them.

Even if you have the easiest, fastest, and most amazing solution, if you sound robotic and boring in your content, your prospect will switch off.

I always suggest to my clients, to write like they’re writing a note to a friend, or speak like they’re explaining something to a friend.

It stops you using industry jargon, or being too formal, and helps your prospect see you as genuine, friendly, and human.

So, whether it’s an article, a YouTube video, an email, or a podcast, just write, speak, and act like yourself.

I mentioned jargon earlier.

Using jargon, tech speak, or complicated language can be one of the biggest turn-offs for prospective customers. It's one of the biggest reasons they’ll stop interacting with your content.

You don’t need to use big words, just to sound smart.

If you can offer information in a direct and easy to understand way, your customers will thank you for it.

Go back over your content a couple of times before you publish it, and take out anything that doesn’t flow well, or sounds overly complicated.

Replace confusing and complex words or sentences with simpler ones. Read your work aloud to make sure it makes sense.

A great tool for this is the Hemingway app (https://hemingwayapp.com/). You can set the ‘readability’ grade and copy your text into it, to get a rating of the complexity.

Set it at the ‘Accessible’ level, and you’ll see recommendations of how you can simplify your message, to make it more widely understood.

I would recommend scripting out video content too, so you can run it through a tool like Hemingway and make sure it’s simple and direct.

To make your marketing message unique, I suggested using your own experiences, so you could share your own opinions and viewpoints.

I would also recommend using customer stories or testimonials in your message too.

This helps new customers see what you’ve achieved with others, and what they think about your methods.

This is entertaining for your readers, viewers, and listeners. It also gives you more credibility and builds trust with new prospects.

Customer stories can be shown in a few ways.

It could be a simple quote that you enter into an article or on a sales page.

It could be a video testimonial that a previous client has created for you.

It could be a case study you’ve written to highlight their achievements using your course or method.

...or it could be a podcast interview with them, detailing their journey with you.

Customer stories and testimonials are a very impactful way to showcase your course.

Anyone who’s consuming your content to get a result or achieve a goal has a transformation in mind.

They know they’re not where they want to be just yet, but they’re hoping your content and your course is the solution.

Confirm to them that it is, by showing them what you can help them do.

The customer testimonials I suggested before will do part of this.

But it’s also your job to help your prospects see the end result through all your content.

Understand their journey from where they are now, to where your course will get them, and fill in the gaps.

Provide answers to their most important questions, and provide content that can help them take one baby step forward.

The more questions you answer, the more trust and credibility you’ll gain. Each step in the right direction you take your prospect, the more likely they are to buy your course.

This may not be an exhaustive list, but it does cover the most important things to include in your marketing message to get you and your course recognised.

Being unique, specific, direct, and easy to understand will make your content a joy to read, watch, and listen to.

It will have prospective customers coming back for more and consuming everything you publish.

They’ll be waiting for your next post, article, or podcast episode.

Each piece of content will build more trust and will inevitably lead to them buying your course and joining your community.

Using your own experience and stories, combined with those of past customers too, helps humanise you and makes you much more relatable.

When your prospects know you’ve been through what they’re going through, and have also helped others through it too, they’ll be as good as sold!

Stick with it and be awesome. I know you will!