UMG! It’s the Most Important Marketing Document in Your Business

by Andy Andrews, Director of Marketing at Enlightened Marketing

Do you ever feel that light pang of panic when you need to write about your business? You know, when someone asks for a one-page description, or when you sign up for another social media site and there’s that little spot where you are supposed to describe your business. Most people tend to whip up something new each time. There are a few problems with taking that approach, though:

• It’s time consuming
• Important information often gets left out
• Your messages lose consistency (do not stay true to your brand)

There is a very easy solution to this dilemma. I call it the “Ultimate Message Generator” – or UMG! for short.

So what is this amazing tool exactly?

Well, to the untrained eye it looks just like a marketing “two-pager” or “executive summary.”

If you follow the right format, you can use it to generate virtually every other jaw-dropping, client-getting message in your business.

This one document includes text that can be your:

• Self-intro
  

  Thanks quinn.anya/Flickr

• Home page of your website
• Outline of your signature speech
• Tagline
• 3-line bio
• Preview of your line of products/services
• And more and more and more!

Because your UMG! distills your brand into one document full of sentences and bullet points ready to be “swiped” and re-purposed, it is not just a useful client attraction tool, it also makes your life much easier every time you write marketing copy. So how do you write your own Ultimate Message Generator?

Here are 5 tips to get you started:

1. When you craft your UMG!, remember to think from the perspective of your clients. Principally, they are not interested in YOU per se. Rather, they are interested in having a need or desire met or a problem solved.

2. Make sure that your UMG! clearly addresses a specific problem – and promises a solution. Once you have this language down, you can re-use it when you create your self-intro.

3. The next step is to explain to your client what steps they need to take to solve the problem they are facing. You’ll really hook your reader if you explain WHY they have not been able to solve their problem themselves. Note that your product line, from the introductory product to your highest level of coaching and consulting will likely address the issues you discuss here.

4. Wait before you start talking about yourself and your services until after you have covered all of this information. If you start talking about yourself earlier, you will bore and drive away your reader.

5. Be sure to include a call-to-action and a short bio with a value statement (a short phrase explaining whom you help and how). This section is another part of your UMG! that you can swipe and re-use over and over again in different contexts.

I like to teach by example, so let me share with you the UMG!’s that members of the Enlightened Marketing Client Attraction Mastermind wrote as part of their training. View the UMG! Showcase to see excellent examples of all of these principles.

Creating a compelling Ultimate Message Generator is a key part of any client attraction system. How is yours coming along?

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