Crafting an Effective Marketing Message for Your Small Business

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.

Crafting Your Message

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:

1. Communicate a simple message,
2. Use tangible examples,
3. Avoid technical language, jargon and abbreviations,
4. Speak to your audience in a personalized way,
5. Demonstrate empathy towards their challenges, and
6. Convey your sincere interest in assisting them.

Craft Your Message with This Framework

Step 1: Start with Your Unique Value Proposition.

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.

Step 2: Choose 3 Benefits That Communicate Your Core Message

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:

• You can save business owners time and money rather than simply being an accountant.
• Instead of merely offering lawn treatments, you help turn yards into a source of pride and happiness.
• Rather than just delivering chiropractic services, you clearly promise pain relief and better mobility.

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:

• Customer testimonials,
• Case studies,
• Video demonstrations of features and benefits,
• Social media feedback,
• Etc.

Step 4: Include a Call to Action

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:

• Sign up for an exclusive report,
• Call now for a free consultation,
• Click here for a 30-day free trial.

If your message isn’t strong enough to persuade them, they won’t react to the CTA.

Reflect, Test and Refine

After a break, revisit your message and reflect on its effectiveness. Ask these questions about your messaging:

• Is it consistent across all steps in the framework?
• Does it appeal to both logic and emotion?
• Does it differentiate your offering from your competitors?
• Does the language match that of your ideal customer?
• Does it genuinely reflect your business values and persona?
• Is it clear and succinct?
• Does it motivate someone to take action?

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:

1. Conversion Rates: Monitor your conversion rates to see if your marketing message translates into actual actions. Are people signing up for your newsletter, downloading your content, or making purchases? A high conversion rate suggests your message is compelling enough to prompt your audience to take the desired action.
2. Audience Reactions and Responses: Are people actively engaging with your message? Are they sharing, liking, or commenting on your content? Positive audience interactions indicate that your message is resonating and capturing their attention.
3. Feedback and Reviews: Seek feedback from your customers and target audience. Listen to their opinions and comments about your marketing message. Positive feedback and reviews indicate that your message hits the mark and resonates with your audience.
4. Increased Brand Awareness: If your marketing message is effective, it should contribute to increased brand awareness. Are more people recognizing and remembering your brand? Has your online visibility improved? A growing brand awareness indicates that your message reaches and resonates with a broader audience.
5. Tracking Metrics: Utilize analytics and tracking tools to measure the performance of your marketing campaigns. Monitor website traffic, click-through rates, time spent on the page, and bounce rates. Positive trends in these metrics indicate that your marketing message captivates your audience and drives engagement.

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