What do you have to offer?

“Holy cow!” I hear you saying. “Am I on the right page?”

Yup, you are. I made some major changes last week. (Thank you Tamara Clymer for your design work.) I hope you like the new look as much as I do.

It was kind of scary making such big changes, but fun and exciting, too. I’ve been wanting to do this for quite a while now, but had to work up the nerve and find the right message.

“So what’s this change have to do with marketing?” you ask.

Well, let me ask you a question. When you visit a website, you’re looking for something to meet a need you have, right?

Of course you are. Often it’s as simple as finding information you need about a certain topic.

Think of going to that website like you were going to the grocery store. Maybe you’ve dashed in to pick up a can of soup you need for supper. There’s a sign in every aisle. Not just a sign that says Aisle 12. But one that says Aisle 12: soups, rice & beans, pasta.

You may say signs like that are just good sense, but it all boils down to helping your audience/customer find what they’re looking for to meet their need(s).

The message you communicate allows visitors to determine if your product will meet their need. (Click to tweet)

That’s marketing!

When I shop, I often stop to look for signs the moment I enter the door—because, let’s face it, I’m a get-in, get-out kind of shopper. If I have to look too long for what I want, I’ll leave and most likely won’t come back either.

When people visit your website or blog they want to know if it’s going to deliver what they’re looking for. You don’t want to make them look too long either, because, frankly, they won’t. Their time is too valuable.

My previous header did not communicate what I offer, only who I am. Now my message is apparent—at least I hope it is. I’m an editor who motivates (is that an oxymoron?) and trains aspiring writers how to get published.

I’ll readily admit, I’m still fine-tuning all this and like the rest of you, I’m still learning. But I never stop learning!

As an author, you want to communicate your value to your readers.

Author Elaine Marie Cooper is a perfect example. Her tagline is “Historical Fiction That Grabs Your Heart & Feeds Your Soul.” I have no doubt about the kinds of books she writes.

Author Michael Hyatt is The Virtual Mentor: Win at Work. Succeed at Life.

For author James Watkins, it’s Hope & Humor.

Each of these people provide a sign for me. I don’t have to wonder what I’m going to find at their “store.”

How do you find your marketing message?

By asking questions like…

• What’s my passion?
• Who is the audience I want to reach?
• What value do I want to instill/impart to my audience in the books and blog posts I write?”

Try asking your friends what they see in your writing. Author Kathy Nickerson discovered quite by accident during a conversation with me that community is a value she includes in all her stories. Read her story here.

And yes, sometimes it’s a matter of time and finding your voice.

Write out the answers to the questions above and then see if you can fit it into one sentence. Then revise it until you’ve honed it into a tagline of a few words. (Gee, sounds a lot like developing an elevator pitch for your book.)

This newest move forward has given me better focus as well, for the content I’ll provide on my blog, in my newsletter, and in my marketing efforts. Refining your message may do the same for you.

Does making major change like this scare you? Why or why not? Leave your comments below.