Simple guidelines that ensure your marketing messages stand out from the crowd
As a business, you need to ensure that the marketing message you send to potential clients is clear and relevant. Consistency is what develops brand awareness, and the message that you send is absolutely crucial as to how your clients (and prospective clients) perceive your business.
I’ve touched on the importance of defining a clear marketing message when talking about the five M’s of marketing (Market, Message, Media, Moment and Method), but defining and harnessing a powerful message seems to be one of the most under-utilised tools in small business.
Is the marketing message vital to response rates?
Absolutely. Remember, the message is but one component of effective marketing. Part of creating your ‘brand’ is looking at things that support the message, such as tone of voice and even colour, and this will vary depending upon the products or services you provide, as well as your target audience. Every element of your marketing sends unconscious messages to prospective clients about your business. For example, an advertisement in a pensioner magazine wouldn’t employ the same language and design that it would if it was appearing in a motor cross magazine.
You need to explain why clients should choose your service or product over your competitors in language that is not only relevant to the target audience, but also reflective of your organisation.
How do I create the right marketing message for my brand?
It’s not as difficult as you may think! Here are a few simple tips that you can employ to ensure your message is clear and relevant to your target audience.
Define your USP (unique selling proposition). What is your competitive advantage? What do you offer over and above your competitors?
Explain the benefits of working with you. Convert the features of your product or services into benefits – logical response is often second to emotional response when purchasing!
Provide potential clients with an offer they can’t refuse. Create a free special report, checklist or other tool that will be useful for them.
Create a catchy headline. Someone once said ‘the only people who want to see your business name up in lights are you and your mum’ – remember this, as your business name does not constitute a catchy headline!
Deliver a guarantee. If a client feels secure with a guarantee for your product or services, they are more likely to utilise your business.
Provide proof and show credibility. Testimonials, business awards and industry affiliations/memberships provide proof that you are top of your industry and committed to delivering a quality product or service.
Never, ever, forget a Call to Action. A Call to Action is a simple method of enticing prospective clients to take action immediately, rather than putting it off and potentially losing their interest. A Call to Action can be as simple as a suggestion to subscribe to your newsletter (enabling you further marketing opportunities and ensuring you are front of mind), make a donation (if you are a charity), or download an eBook (enabling you to capture email addresses). In social media, it can be as simple as asking a question to generate engagement.
Don’t forget that additional elements, such as colour, design and tone of voice, also have an impact on your marketing message.
