You know it is important it is to have a marketing strategy — but have you thought about the impact your marketing message can make in it?
Your strategy has to align with your audiences’ needs and interests, and understand the required approach for each channel you use
But how do you bridge the gap between this strategy and the content itself? What you need is a marketing message, and it’s just as important as your overall strategy.
What is a marketing message?
Your marketing message is the ability to craft your marketing message with care, specifically for the audiences you’re trying to reach. It should also address their pain points and present your business as a solution.
Your message is extremely influential in helping you meet your business goals, as it can be the difference between a new acquisition or sending a customer on to your competitor.
Because a marketing message is the words you use to communicate with your audience to convince them to do business with you.
What does messaging mean for marketing?
Messaging in marketing is how a brand communicates what customers want to know about your brand. It goes beyond just sharing information about the product or service available; it builds your brand identity through the “why” of your company; its mission, vision, and values.
Some Examples
1. Nike
Nike’s marketing message is “Where All Athletes Belong,” and it speaks to its target audience and lets them know that they have something for everyone —from professional athletes to first-time players.
2. Chipotle
Chipotle’s marketing message, shown in the image below, reads “Find your plant power.” The brand is speaking directly to those with diverse needs, inviting them to try its expanded menu with plant-based options and letting them know that they recognize the gap in the market for their needs.
3. Zoom
Zoom markets to an audience who wants to continue having fulfilling conversations, regardless of their physical location: “Meet OnZoom. A marketplace for immersive experiences.”
How to Craft a Marketing Message
Step 1: Know your target audience
Begin creating your marketing message without identifying your target audience. When you know who they are, you’re not marketing to customers you think are interested in you, but rather to those you know are interested in you.
Step 2: Understand your audience's pain points
our persona research should tell you about your audience’s pain points and challenges. As a refresher, pain points are issues that affect your target audience’s day-to-day routines, business tasks, or general life desires. These challenges are typically things that your audience is actively seeking solutions for.
Step 3: Define Value Propositions
When creating your message, present your product or service as a cure for their pain points, and prove it. Continuing with the eco-friendly business example, you can specifically mention that your clothing is locally produced, separating you from the competition that mass produces its goods abroad.
It clearly says why they should do business with you instead of a competitor, and that is precisely the point of a marketing message.
Step 4: Clarity
Customers should read your message and find answers to their questions without needing to overanalyze your statements. Prioritize being clear, concise, and easily understood, as you want your words to speak for themselves. To reiterate, get to the point.
Step 5: Use conversational and familiar language
Even though your customers are in your industry, you shouldn’t assume that they know or understand the technical jargon related to what you sell. Therefore, it’s important to sound conversational and use familiar and palatable language to most audiences. Your message copy should be simple, straightforward, and not require an industry-specific dictionary.
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