The What, Why, and How of Your Core Business Message

What IS a core message anyway?

You're told you need one (true).

You're told without it your business will suffer (also true).

You're pretty much given a mandate to get one. A core message, that is.

But WHAT is it really?

The core message of your business and brand is that system of values, the larger Why, your big picture, and the life force behind all that you do. Pretty impressive and a bit daunting, eh? And yet, if done correctly, your core message easily permeates everything you produce, be it a blog post, a program, or a piece of marketing material.

Your core message is the essence of your business.

Now that might sound a bit ephemeral, but your core message is not only what people connect with but also why they buy or invest in your services.

WHY do you need one?

Well if the mention of a core message being the lifeblood of your business didn't explain it to you, let's try a different approach.

Without the consistency and conviction of a core message, you'll have a very difficult time building your audience of raving fans and paying clients. Your message is often why they'll choose you over other options available to them. It is the greatest and quickest point of connection.

Identifying your core message is essential. Once you've done that, your responsibility is to stay true to it and incorporate it into everything you produce for your business. This is what builds trust with the people you want to have as your ideal clients. This way they are constantly reminded of what you stand for, and why you're in business. Even more importantly, it gives them something to care about and connect to.

So now that we've determined how essential it is, how exactly do you go about 'getting' yourself a core message?

Chances are you already have one, and it is probably closely aligned with your personal core values.

In order to uncover your core message, let's start with your core values. What are they?

For example: Trust, quality, timeliness, fun, integrity, honesty, service, adventure, education, freedom? Those are just for starters. You can research this topic further, if needed.

Write out your core values; it's important to know them any way, because it's likely your ideal client possesses many of them as well, but that's a topic for another post.

Next, why are you in business? What is the main purpose of you continuing day after day? What are you telling people (not out loud of course) but in every action, in every word, in every service that you provide? What drives you as an entrepreneur? Why do you do what you do? Why aren't you doing something (anything) else at this point in your life?

Now, how would you describe the essence of these two things (your personal core values and your main purpose in being an entrepreneur)? What are you saying about yourself and your business?

That is your core message. It's derived from your core values and is the combination of why you do what you do and what you teach to those you serve.

If you've been in business for any length of time, and have seen some success, you have a core message. Yes, you really do.

In fact, your core message usually doesn't change much. It's such an integral part of who you are and why you're in business. Although it will likely evolve and grow, the seed of why you started your business is always present - I've seen it follow nearly every business from inception to close.

Now it's your turn. You can 'get' a core message. And you can get it today.

It's not outside of you. It's not going to be revealed to you by some online program you download. It's right there, waiting for you to uncover it, if you haven’t already.

Take some time to reflect on the questions above and write out your answers. Have fun with it. Pretend that this is just a draft. You aren't trying to find "the correct answer." You're on your way to discovering and honing your core message. And I can't wait to hear what it is!