Whether you’re writing the title of a blog post or the accompanying copy to an advert, your marketing message is really important. Not only will it explain crucial information to your audience, it will also play a key part in whether that person is driven to take action. In this article, we’re going to look at some of the components of a successful marketing messages you can use in every marketing effort going forward.
Your marketing message needs to clearly explain what value your brand and product offer to the customer. At the beginning of the buying process, a customer is looking for the most straightforward, easy-to-access solution to their problem. Building trust in your brand is very important, but first and foremost comes laying out exactly what it is you can help the customer with. Sell the transformation. What will be different in the life of your customer when they start working with you? What day-to-day pain point will they have solved? How quickly can they expect the transformation?
Emotion plays a key role in marketing. If you think about it, every marketing message is designed to spark an emotion. It could be urgency, excitement or curiosity - the important thing is trying to get your audience to connect with your brand through establishing a deeper connection. You can do that by making them feel something through your content. When you do that, your brand sticks in the minds of your audience more successfully.
Every marketing message needs a call-to-action. A call-to-action could be anything from ‘read more’ to ‘buy now’, you’ll need to identify what the marketing effort is and clearly direct your customers on what steps to take next.
Keep your CTA simple and direct to increase how many understand the next steps, and then make sure to optimise any follow-up content and landing pages to help move the reader along that journey.
Why can the customer trust you? It’s good practice to use every marketing effort to help build trust in your audience. You can do this by including impressive statistics and data on how your product has helped others, or even better, make use of user-generated content and show your audience how third-parties trust your brand.
What makes your brand unique? What makes your product different? Once your audience is convinced that your product or service is what they need to solve their challenge, it’s likely they’ll start to compare your brand to others. Get ahead of that by laying out exactly what makes your brand different right away across all your marketing. Make use of the content you are distributing to fully educate your audience on what your unique selling point is. A USP could be anything from a specific product feature, where your company is based or the team that they’ll get to work with. It might also be your brand’s mission statement - if your greater goal is something you feel others could closely connect with, make sure to include that in your marketing message.
6. Speak to the customer
To create a truly successful marketing message, you’ll need to spend some time really understanding who your target audience is. Rather than taking a good guess at who you feel might benefit most from your product, make sure to dig into the data and really see which demographics are making up the largest percentage of your customer base. Look to your brand champions, those that really love and shout about your brand - what sector do they lie in? What connections do they share? When you know your target audience as closely as possible, you will know how to speak more clearly to them in your marketing message.
Throughout this article, we’ve talked about 6 major components of successful marketing messages. Spending time to really understand how you’re incorporating and making best use of those components is important, and it’s sure to help you to see more return on the marketing investments you are making. As with all marketing, the best way to see exactly what works for your brand is to test it out! Get creative with your marketing message keeping these components in mind and stay closely tuned in to the conversations they spark. The more data you collect on how your audience has received the marketing message, the better. From there. You can continue to make the necessary tweaks and changes that continue to drive brand growth and a steadily more dedicated audience for your business.
We hope this article has helped inspire you, and for more just like this as well as lots of how-to’s and articles on graphic design, head over to the full Design Cloud blog today.