I bet if I asked you to sing a few bars of We Are The Champions by Queen, you’d sing this bit:
“We are the champions, my friends
And we’ll keep on fighting ’til the end
We are the champions
We are the champions
No time for losers
‘Cause we are the champions of the world …”
Am I right?
It’s a pretty safe bet – it’s the chorus.
And choruses are the bit we remember. For good reason.
And literally get stuck in our head for hours, even days! (oh yeah, about that – sorry!)
Well, what if how you talk about what you do, was like the chorus of a song?
Got stuck in people’s heads!
That would be good, right?
So, how can you make your message like the chorus of a song?
Here’s a few things to keep in mind as you craft your own chorus:
Is it short and simple?
Avoid jargon and ‘insider’ language and keep it super simple. Clear and concise. Focus on the thing you do brilliantly. The problem you solve. The thing you want to be known for. The easier your message is to understand, the easier it will be to repeat.
Client example: “Timeless interior design for your project” – Pascoe Interiors
Is it relevant to what you do?
Sounds obvious, but your message needs to say what you do. Don’t be vague. Or confusing. Just as the chorus holds the song together, your core message is the structural piece in your marketing. Everything else hangs off it. It needs to stand strong.
Client example: “Securing the best deals with all your suppliers” – NJG Purchasing Services
Is it consistent?
No matter how many different verses there are in a song, the chorus stays reassuringly consistent. And the song keeps coming back to it. A consistent message is key. It’s what you keep coming back to. Once you have your core message nailed, everyone in your organisation can sing that same song.
Client example: “Physiotherapy that gets you back to living life to the full” – Vanbrugh Physiotherapy
Is it catchy and memorable?
Choruses are repetitive – think about the chorus of We Will Rock You! Your message gets more memorable, the more you say it. Problem is, businesses worry about repeating themselves, but saying something once won’t stick. You need to say it lots and lots in all your marketing and communications, online and offline.
Client example: “Understand your numbers, build a better business” – Pareto Financial Direction
Does it have a feel-good vibe?
Catchy choruses are uplifting. They get people up on the dance floor. Does your message make people feel good? Excited? Hopeful? When your message focuses on how you make your customers’ lives better, they’ll associate your brand with a great outcome.
Client example: “Bespoke dresses & outfits that look beautiful, fit like a glove & feel authentically you. Look & feel amazing all day, every day” – Vee Tanner
Just like writing a catchy tune, crafting your message takes time. And work. But, once you nail it, you’ll have your audience singing along with you.
As a certified StoryBrand Guide, I can help you with one of the hardest things in marketing to get right – how to talk about what you do in a way that ensures your customer listens. To find out how, BOOK A CALL or drop me an email to firstname.lastname@example.org