When it comes to your brand’s marketing message, it’s important that it resonates with the reader. Your marketing message expresses exactly what you have to offer and why customers should buy into it. So, whether you’re working on a social media post, email, or website copy, it needs to be impactful to help you land a sale. Below are seven tips to help you achieve exactly that.
1. Apply the ‘So What?’ Test
It’s no secret that everyone’s marketing messaging is a little self-absorbed. It makes sense that it would be – it’s an opportunity for brands to discuss what makes them great. So, while it’s okay to rave about your own product, always apply the ‘So What?’ test to stop your message from falling flat.
The test is quite literally about asking yourself: So what? Don’t just recite information about who you are and what your product does, instead give it meaning and value. Tell readers what your product can do for them. To put it simply, tell people the benefits of your product and how those benefits will solve problems. That’s what’s going to convert a lurker into a customer.
2. Write As You Speak
When it comes to the copy in your marketing message, you want it to be memorable and easy to digest. The best way to make that happen is to write how you speak. There’s no need to overcomplicate things. After all, the objective is to get your point across in a simple, easy way.
Think about how your target audience speaks. Write in a way that resonates with them. The goal is to pique their interest, so make sure you’re approaching them in a way that will encourage them to respond.
Also, it’s wise to keep those who scan-read in mind. By this, we mean customers who don’t have a great deal of time on their hands and so will scan your content rather than carefully read through it. Language that’s easy to follow ensures your message gets across even to someone skim-reading.
3. Know Your Target Audience
To ensure your marketing message effectively boosts sales, you need to know your target audience inside out. Your content should centre on your customer’s needs – that’s what’s going to catch their attention. To best understand how you can cater to them, you need to do your research. Focus groups, questionnaires, and interviews are great for gaining insight into how you can serve existing and potential clients.
Social media is an invaluable tool here, too. Engaging with your target audience regularly via comments is a fast way to get feedback. You can tailor your message around the information you gain; that way, it’ll generate a stronger response.
A tip for using that information is to address your audience as though you’re already mid-conversation. Once you’ve discovered their needs, address them in a way that suggests you’re responding to a question that they asked you and you’re providing a solution.
4. Be Original
Going with tried-and-tested formulas for your marketing approach isn’t always the most successful way. There’s no one-size-fits-all method because no two companies are exactly alike. Tell your own unique story, using what sets you apart to your advantage.
Creating a completely fresh campaign is much more likely to draw in customers. If the content is stale, readers are likely to dismiss it relatively quickly. Keep them engaged with out-of-the-box ideas.
5. Create a Sense of Urgency
Your marketing message should compel the reader to act. So, you’ll want to use encouraging language to create that sense of urgency. You can do this by using deadlines in your messaging or stating that a product or service is in limited supply.
Ultimately, you’re trying to be as persuasive as possible without seeming pushy. Think about the language you’re using with this one. When used in the correct context, language is a powerful tool for influencing action.
According to studies, these five words are the most persuasive and powerful in the English language:
6. Create a Clear Call-To-Action
Make sure that there’s no mistaking your call-to-action. Once you’ve made your pitch, you want to guide the reader to take action, so tell them what to do next.
When creating your call-to-action, make it as simple as possible. Don’t use complicated language because you’re simply stating a fact. It should be easy to understand and to the point.
7. Different Messages for Different Channels
Tailor the content in your message according to its channel. First of all, consider the medium. For example, a social media post encourages consumer engagement through comments, likes, and shares, so you should adapt your message to inspire these kinds of actions. An email, however, is more about providing information and encouraging a call-to-action. Though the sentiment will be the same, the message should be constructed differently.
Your marketing message is what draws in customers, so make sure it’s perfectly executed. Consider the above tips when putting your strategy in place to maximise customer engagement. It’s always wise to measure the success of your messaging. Think of it as a work-in-progress that you can adapt to achieve the best results.