Every business has something that makes them unique.
The "something".... that you do better, faster or cheaper than the competition.
It's the reason that your Best Customer should do business with you and not your competition.
That uniqueness and your guarantee needs to be the core of the message that deliver to your Best Customers.
And, the message you will deliver to the people who have the potential to be your best customers.
The whole point of spending all that time thinking about YOUR BEST CUSTOMER.... was to get you the content for your message.
If you can speak to the fears, wants, needs, expectations and delights of your best customer.... you will be saying what they need and want to hear.
That has to lead to more business for you.
I have seen this exercise done dozens, if not hundreds, of times and there is one simple key to success.
YOU HAVE TO WRITE IT DOWN.
I don't advocate writing it because I think you are going to post it on the wall or read it to every customer.
I say you need to because -
Make your statement as long (or short) as it needs to be to clearly answer two questions -
You will use what you write, differently in different marketing activities.
Your Right Message.... is really a two part statement.
Your unique selling proposition.... is the first part of that statement.
A huge part of the communication you will have with potential customers is teaching them what is reasonable to expect from you with regards to "good, fast and cheap".
If you are able (and willing) to offer cheap you will have the easiest path.
If that is not your model, don't despair.
Your "guarantee".... is the second part of the Right Message.
A statement of.... what are you going to do to back up the promises you make to your customers.
Most often when ask about a "guarantee", people react with a money statement. (eg - Full refund if you are not 100% satisfied.)
But there are many types of guarantees, especially if your uniqueness is not rooted in "cheap".
A great guarantee is about.... when and how you deliver it.
Say it up front and say it with total conviction.
Now we're all the way back to Jay Conrad Levinson and his description of the differences between big and small business.
Use Right Message to describe what you are passionate about
and use your time and energy to deliver it to your Best Customer.