What does Marketing Message mean?
Any marketing message is what one has to say to the audience when they are trying to sell them on what a company does. The problem is that this definition doesn’t clearly identify what most marketers are missing out on when they are creating their own marketing message.
Whatever you want to communicate to your target must affect the target and powerfully enhance the effectiveness of your marketing. Every marketing message must be designed with care.
Why Is Marketing Message Important?
The marketing message isn’t just what you are trying to say to your audience. It’s more how you are saying it to them to have an emotional and/or logical response that will go all the way to their deeper and more personal level. But that is not only that. How you’re communicating with them in a manner which can make the message that they are consuming feel like it was actually done just for them.
The goal of a Digital Marketing Message
Marketing messages exist for one ultimate reason: to help you convert skeptical outsiders into supportive insiders. To do that effectively, you need to understand and implement the following concepts –
Identifying the Person You’re Talking To
You must be specific on the type of people you want to reach out to, or else you are wasting your time talking about something. The old one-size-fits-all method is really far from the best and puts the audience in a drowsy state and unmindful of what’s being said. If you feel that you would miss out on the bigger crowd if you do not speak, then here are some statistics for you to see:
63% of consumers like brands that deliver content that is personally relevant, interesting or valuable
74% of consumers get frustrated by generic website content & 63% of consumers are “highly annoyed” by generic ad messages
You must invest time defining your buyer personas. Your chances of reaching target audience will be significantly reduced without trying to reach them on a deeper and more personal level.
When identifying whom you’re speaking to, it is important to consider “Why do they care about what you have to offer?”
Identify Pain Points
You can’t convince somebody that the product/service you’re trying to sell is right for them if you cannot fully understand “Why it’s right for them?”
The best way to define that “why” is identifying the pain points i.e. the problems of your audience and how will your product/service can help them solve their problems and how can it help improve their lives?
Unorganized project timelines
Not able to understand who is working on which part of any project
Unable to collaborate with clients effectively on projects
Any Marketing Message should speak to the ability that helps consumers by showcasing the following benefits:
Well organized project timelines and their production schedules
Identification of who is responsible for what and when
Collaborating and communicating with clients on a singular platform
Instead of guessing what the audience would like to know about product features and pricing, you can be clear and explicit about the ability to solve their problems in a better manner.
However, you may also discover that some consumer that you are talking to has already been using project management software and will like to know certain features. Their frustrations could be like the following:
More cost per user
Confusing and difficult to learn
Fewer integrations
In such a situation, the marketing message should be based on an understanding of very specific problems that your audience has faced and should help them talk directly to pain points:
Additional free users
Flexible and easy-to-learn platform
Massive and ever-expanding network of integrations
The difference between listing your features and outlining the ones that your audience actually cares about is you showed the buyers the benefits of your product with the features which they have demonstrated interest in.
Hooking Them with a Headline
The majority of your marketing will put your audience into one, mighty headline that either makes or breaks your audience’s first impression of your brand following your product/service.
Taking the time to craft an effective headline which will sum up the most important and relevant benefits is something that you need to keep in mind. The same product management software company from the example above could use the following benefit driven headlines in their marketing:
“A project management platform that can help you decrease project completion times by an average of 22%”
OR
“A simple way to save money, boost productivity of your teas, and elevate customer satisfaction ”
In short: you must provide the most impactful benefits in a single compelling headline that piques the buyer’s interest in the value you’re going to convey about how they can benefit.
Presenting your benefits-driven solution
Once you make a headline that hooks readers and makes them interested in knowing more about it, you then take the plunge deep in the benefits that you intend to provide them.
You have now found the problem your audience faces. Now you need to associate with their problem by understanding the same and by showing that you really care for their problem, and that you will help them troubleshoot their problem.
You can then turn around by saving the day with your “it doesn’t have to be like that” statement. This is when you will outline how your products work and how they will never go through that kind of problem ever again because of your brand.
Brands primarily focus on telling their audience who they are and what they actually do instead of getting down to what is really important to their audience. People don’t care about this.
They care about what’s in it for them.
You can make the meat of your messages explaining to them how people will get tremendous benefits out of your product, and that could help you to keep readership in stead of repelling people with your dull, boring, and sale-sounding marketing message.
Conclusion
These are the ways of strategy planning outlines that you would use to craft a powerful marketing message to receive your audience’s respond to. You have to hook your audience by describing what is in it for them before you can talk about who you are and what is it that you do.