The right marketing message can help you attract the attention of your ideal customer and effectively communicate the value of your brand. But consumers and businesses are constantly being bombarded with marketing messages. To stand out from the crowd, your brand’s marketing messages have to be impactful and succinctly describe what you do.
In this post, we’ll discuss the key elements of brilliant marketing messaging, and the steps you should take to create your own.
Key Elements of Brilliant Marketing Messaging
1. Keep It Short & Sweet
The most powerful taglines can say it all in few words. Don’t drone on and on and count on readers to stick around while you meander around your point.
2. They are written from the customer’s point of view
Instead of shouting how great you are, try positioning the benefit of your offering, from your customer’s point of view.
3. Keep it Simple, Stupid (KISS)
Nobody likes buzzword-heavy corporate jargon. Winning messaging uses plain language to explain the benefits of your brand.
5. They set you apart from competitors
Highlight what makes you unique. In a few words, explain to readers how you’re different from competitors.
How to Create Your Marketing Messages
If you want to create brilliant messaging for your brand, there’s some preparation you’ll need to do before you begin to write. Before you can write your key marketing messages, you’ll need to complete the following steps:
1. Get to know your target audience
If you haven’t already, develop a persona for your ideal customer.
2. Figure out what keeps your customers up at night
Specifically, what are the problems you can help them solve?
3. Identify benefits
Never mind your product features: Identify your solution’s key benefits for your customers.
4. Frame the Before and after
Take a page out Meera Kothand‘s brilliant book, The One Hour Content Plan and adapt it to your marketing messaging. That is, figure out what your customer’s current state is, and what their state will be after they’ve become your customer. How will their thoughts, feelings, and well-being change?
5. Identify your competitive advantages
Take the time to figure out all the ways in which you’re better than your competitors.
6. Review your company’s goals
Revisit your strategic plan, what you’re trying to achieve, and which products or services your revenues will come from.
7. Consider the perception of your product or service
Your positioning will be effective only if it rings true. Don’t create messaging that stretches credulity.
8. Put it to the test
Set up a group – whether a formal focus group or an informal cluster of customers and employees – to test the messaging you’re considering before it goes live.
Where to Use Your Marketing Messages
Once you’ve formulated your key messages, you can use them in many forms throughout your communications, including:
Carole Alalouf is the President and founder of Exaltus, and primary contributor to the Exaltus blog. In her Content Marketing role, she focuses on turning her clients’ complex information into a compelling story. Carole particularly enjoys visual storytelling in the form of presentations, whiteboard videos, websites, and infographics. Sign up to her email list and get powerful marketing tips in your inbox, 2-3 times per month.