In our previous three articles on creating a compelling marketing message for your business, we identified the ideal customer, how your product/service differs, and the benefits your client/customer will receive. In this article, we will delve into the actual creation of your message. Here we will show you the step-by-step process, pulling together everything necessary to create the message and move the customer to the buying stage.
Many individuals make the mistake of merely repeating their website’s ‘About Us’ section when crafting their marketing messages. However, this tactic emphasizes your brand message rather than a focus on your prospective clients.
An effective marketing message must capture your audience’s attention and explain how they will benefit.
Here are some general tips to help you create your marketing messages:
Pinpoint the key messages that align with your unique value proposition for your chosen product or service.
List the essential points you believe would resonate with your ideal customer base and then rank them in order of significance to develop your core message.
Unlike your value proposition, your core message should concentrate on your target audience rather than your business.
Create a 2 to 3-sentence core message that articulates the value proposition to your target customers, starting with “You…” and not “We…”
This expresses that you prioritize your customers and the issues they need help with. Communicating a solution to their problems will be more captivating to your target market.
It’s essential to recognize the difference between features and benefits:
A feature is a specific characteristic or aspect of a product or service, while a benefit is the advantage or value that the feature provides to the customer.
For example, Bluetooth connectivity in a speaker is a feature that describes the technical capability of the speaker. But on the other hand, the benefit focuses on the advantage it brings to the customer – the convenience and freedom to stream music wirelessly, enhancing their overall listening experience.
Vague statements such as “best quality” or “best service” do not have any real impact. The benefits must be specific and directly relevant to the customer.
To help determine what specific benefits you offer, you’ll need to take a closer look at what in your offer is immediately valuable and truly compelling to potential customers. For example:
It’s always beneficial to highlight how your products or services can save time and money, which is high on the list of people’s desires:
Consumers are bombarded with numerous marketing messages and offers in today’s highly competitive marketplace. As a result, they have become more skeptical and cautious when making purchasing decisions. By providing proof, you can address their doubts and reassure them that your product or service delivers on its promises.
Proof helps build credibility and trust and can come from a variety of sources, such as:
The whole purpose of this process is to persuade your ideal customer to act. But, of course, the specific action will depend on where they are in the buying process. For example, a ‘purchase now’ prompt may be too soon if they are still unfamiliar with your brand.
What is the next step you want your prospect to take? The ‘Call to Action’ tells them precisely what to do next. For instance:
If your message isn’t strong enough to persuade them, they won’t react to the CTA.
After a break, revisit your message and reflect on its effectiveness. Ask these questions about your messaging:
Following the process outlined here and in the other articles in this series (listed below), you will give yourself a good chance of creating a truly compelling marketing message. However, as with all marketing, you cannot evaluate its effectiveness until you are using it.
As with all marketing, it is essential to test!
Whether your marketing message is compelling requires evaluating its impact on your target audience. Here are some indicators to help you assess the effectiveness of your marketing message:
Regularly evaluate and refine your marketing message based on these indicators. Remember that a compelling marketing message is an ongoing optimization process, continuously adapting to your audience’s needs and preferences.
Other articles in this series:
How to Create a Compelling Marketing Message
Match Your Marketing Message to Your Target Market
How to Stand Out in a Crowded Marketplace
10 Reasons Your Marketing Message Is Not Working and How to Fix It
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