Crafting Your Marketing Message on Twitter - dummies

Crafting Your Marketing Message on Twitter

By Kyle Lacy

Twitter is a place where you build business relationships (unless you’re a spammer). Relationship building is the key to your Twitter marketing strategy. So you should strive to cultivate relationships with your customers through your interactions with them on Twitter.

When you implement your strategy, you need to plan your message. What are you trying to say to the Twitter groupies? You have endless possibilities for sharing your ideas, thoughts, and opinions through a communication technology such as Twitter.

Your voice drives your Twitter profile. You are the idea generator when it comes to sharing and producing content. Your business can benefit from establishing a connection with your followers that emphasizes the human side of your business: Putting a name and a face together, so to speak. They want to know that you’re human and that you feel their pain. You feel their pain and can heal it — if they buy your product or service, of course.

To find your unique voice when it comes to communicating through Twitter, follow these steps:

  1. Take one of your unique selling positions and write it down.

    What does it say? Are you the most personable realtor in the tri-state area? Are you the fastest plumber on planet Earth? Knowing your value position can help you find your voice.

  2. Write or type any stories you can remember in which you helped a client or customer by using your unique selling position.

Think about your unique selling position, like having a super power. Imagine being Superman or Wonder Woman, or better yet, the powerful Twitter Man or Twitter Woman. What super powers do you possess that help you in your quests to make clients happy?

Keep the stories, sentences, and ideas that you create in the preceding steps nearby. They can help remind you of how powerful your unique selling position is to your customers. The stories and ideas created by your business can help you create your unique voice for Twitter. JetBlue is a good example of this. Besides offering blue chips, their unique selling position involves caring for passengers, where they are answering a question that is not necessarily related to selling this customer a plane ticket.


Content drives Twitter much like local, regional, national, and global stories drive newspapers. The content you create becomes the driving force of your Twitter marketing plan implementation. You have to directly relate that content to your unique selling position, your voice, and your industry.

You have valuable content when it rings a bell with your followers (meaning your clients or potential clients) on Twitter. The content must have value that speaks to what customers are looking for on a daily basis. If you’re a service provider, share content that has merit in your industry. For example, if you’re a plumber, share a blog post with instructions on how to use duct tape to fix a leaky pipe.

Valuable content surrounds the concept of talking about what you do — meaning what you (personally) do on a daily basis to help clients. Just remember: Don’t try to push your product or service on Twitter.