To effectively reach your target audience, you need to communicate with them on a personal level. Consumers see thousands of ads every day as they scroll through social media, watch TV, and open their email inboxes. To make your brand stand out from the crowd, you must deliver a powerful message that creates an emotional connection with your audience.
What is a Marketing Message?
An effective marketing message communicates how your product or service solves a problem for the consumer. When consumers are ready to choose a solution in your industry, they have to sift through multiple options that might all seem similar. You want to put out a marketing message that will explain to consumers exactly why they should choose your brand over your competitors.
Apple delivers an incredibly powerful marketing message: its commitment to making technology accessible, simple, and streamlined for everyone who wants to use it. Their marketing message portrays them as cool, hip, and fun--and those efforts have produced tremendous results for the brand.
Why is Your Marketing Message Important?
Your message isn't just what you're saying; it's also how you're saying it. It serves to convert leads to customers while reaching them on a deeper level. Does your business have a certain passion that relates to consumers, like hiking? Are you committed to your local community?
Whether you’re delivering a product that consumers can count on or solving a problem that makes their lives easier, your marketing message will be the vehicle that delivers this news they’ve been waiting for to make a buying decision.
How to Create a Powerful Marketing Message
Create a powerful marketing message by following eight critical steps.
Identify your target audience.
Consider what life stage consumers are currently experiencing. A message that reaches a millennial audience may look very different from one that targets the baby boomer generation. Likewise, an ad designed for parents may look very different from one speaking to singles. Strategic planning and research can deepen your overall understanding of your target market and help you craft powerful messages.
Identify their pain points.
Get a feel for what your target audience needs when they connect with your brand. Do they value high-quality solutions, or a lower-cost alternative? As a pest control specialist, for example, you might focus on getting rid of specific types of pests or keeping homes infestation-free.
Write a compelling headline.
Your headline should evoke emotion and curiosity. Ideally, you want to entice consumers to take steps to learn more about your brand and the products or services that you offer. Your headline should tell them exactly what they can expect when they connect with your business, establishing trust in the process.
Create a benefits-driven solution.
Show how your product can benefit consumers. Remember, consumers want to know what your product can do for them and how it can solve the problem they are experiencing. Address their pain-points up front, and provide solutions that they can see themselves using.
Present social proof.
Social engagement can go a long way toward showing consumers what others think of your products. Get reviews from satisfied customers. Share information on your social accounts. Share user generated content to increase social engagement on the channels where your consumers hang out the most.
Differentiate your brand.
Do market research on your competitors so that you can clearly show what makes you different from your competitors.
Tailor your message to specific platforms.
Companies with effective multi-channel marketing can retain around 89% of their customers and experience a 10% boost in sales on average. Tailor your brand to the platforms you're using: TV, OTT, social, and digital.
Speak your customers' language.
The better you know your customers, the better you can deliver high-quality ads that matter to them, in a way that counts.
Delivering a powerful marketing message is critical to increasing your return on investment and improving your ability to reach your target audience. By working with a media partner, you can access tools that deliver high-quality marketing messages and drive customer engagement with your brand.