It is essential to have a marketing message that targets your audience, gets their attention, and convinces them to buy YOUR product or service.
Here are five easy steps to creating compelling marketing messages that do just that!
1. Know Your Target Audience and Client Avatar
Research who your customer is to create a customer profile. Your research should include demographics and data on their values and behaviors.
Really get to know your audience on an individual level by understanding who they are and how they feel before offering your products or services to them. Your data will assist you with identifying their struggles and pain points.
Even though you may have a good idea of your target audience, you will still need to use objective data from your market segment to create a compelling profile and client avatar. To gain further insight, determine where they hang out online and engage with them, listening to their hopes and concerns.
2. What Differentiates You from a Busy Marketplace?
The market is full of companies offering similar products that help solve the same problem. Therefore, your marketing messages need to explain what makes you different – and, if possible – what makes your business the better choice. In other words, you need to provide your audience with your unique value proposition, as it demonstrates where you fit in the market.
Again, even though you may have an idea of what sets you apart, you still need to conduct market research to truly understand your competitors and how they compare to your offer.
Another great way of uncovering your unique selling point is by talking to your current customers. Ask them why they chose you over a competitor or why they continue to buy from you. What your clients share with you will be gold, as it will give you a deep awareness as to what makes your business unique.
3. Create a Message that is Compelling and Addresses Your Audiences Pain Points
Now that you know who your audience is and what they like about your product or service, you can create a marketing message that speaks to them.
Concise messaging is best, as it will allow anyone who glances at your message to get it instantly.
Your marketing message should let the reader know that you understand their pain points. It should then explain how your offer uniquely helps the customer solve their problems. It should also explain each feature in terms of the benefit it offers (e.g., how it saves them time or money).
So not only have you painted a picture of their current situation, but you have also painted a picture of what the customer’s life will be like once they’re using your product or service.
4. Decide on which Marketing Channels are the Best to Use for your Business
Decide on which marketing channels you want to use to promote your business. With content marketing, your options seem endless.
You will need to tweak your marketing copy depending on which channels you choose to use, as your message needs to suit the appropriate channel.
For instance, you may decide to promote your product or service on your company blog, email newsletter, and social media.
You could use your blog to demonstrate your authority in this area and provide valuable solutions to your audience’s problems. Then at the end of each post, deliver your marketing message and give readers a call-to-action.
You would do the same for your email newsletters and social media content, except your marketing message would be customized for these two other channels.
5. Review and Polish Your Messaging
Tracking is vital. Once you start using your marketing message, monitor your content and communication channels to see what’s working and what isn’t. Make minor changes and test to see which components convert best. You can keep refining your message over time to make it even more effective.
Want to learn how to create a marketing message that attracts and converts? Get the details here.
