By Reez Ndukwe
Marketing Message And Its Significance
Why do companies of some high-quality products go unnoticed whereas some ordinary grade product brands flourish to become popular and make tons of sales? Why do some beautifully designed Facebook ads get a few hundred clicks while other people’s social media promotion using a simple iPhone snapshot get tens of thousands of clicks, likes, shares, and engagements? It all boils down to one big fat reason – a well-crafted marketing message. Well-crafted marketing content is referred to as a good “copy” by professionals called copywriters. Copywriters ensure that the message contained in ads, social media posts, blog promotions, affiliate sales pages, and video scripts are persuasive enough to prompt a potential customer to take action.
Every business owner realizes that they need to be like copywriters or otherwise hire one that not only pays attention to what your brand says but more importantly how you say it. This is what describes the term “marketing message”:
A marketing message is not all about the literal words or bunch lines used in advertising only, it is a unique identity of how a company’s product brand or service will add value to the lives of customers, and the inclusive guarantee of customer satisfaction to those who purchase it.
What grabs your prospect’s attention most of the time is your marketing message – what the promise of your product or service is all about, how it can solve their problem and fill up an emotional gap, why they should trust you and choose to do business with your brand. You must convey a powerful message over to your audience that they realize the above objections and consider YOU and Your brand over any and all other choices they might have. We at Hobo Video believe that your marketing message should “speak and relate to the true feelings” of your prospect. Why is it necessary to put all that big effort into conquering your customer’s inherent objections?
Why Is Getting The Right Marketing Message A Challenge?
In today’s world, marketers all over the world attempt to persuade consumers to buy something at every given opportunity. It is either online or in the physical environment. There’s a constant information overload for customers to process before and after making a purchase. Let’s not forget the aggressive competition in many market sectors for which brands will triumph and thus, even shady unrefined products are pushed in front of consumers to buy. More than two-thirds of customers have become overwhelmed that they are trying to get through the filler to find what they are looking for – and that is where it becomes crucial that your marketing message addresses their desires and pain-points.
5 Brilliant Marketing Messaging Tips to Use to Always Land Customers
Marketers must direct their efforts to get their message across to prospective customers. Nevertheless, some A-graduates and MBA holders in spite of their academia have had a hard time doing this effectively. So Hobo Video has compiled 5 real-life examples of previously proven marketing messaging.
1. Offers Having High Intrinsic Value
Intrinsic value is the fundamental value contained in a product or service. If the market price is lesser than that value, then it will be considered a good buying decision by the customers. For instance, when the primary shoppers of a household want to get some groceries, they consider what products have the most value with the most affordable price possible. That’s just pure consumer psychology.
2. Ease Of Use
It’s always good practice for your marketing message to be concise and get to the point in the least duration of time. Scientists report that the 21st modern man has an average attention span of about 6 seconds as compared to a goldfish that shifts its attention elsewhere after 7 seconds. Unfortunately, living in a fast-paced information-filled world has a goldfish attention span duration to be slightly better than ours. Note that, the most powerful marketing messages can convey it all in just a few words. So take care not to drag your marketing message as the target audience will not stick around till the end to understand what you are trying to say.
3. Using Captivating Headlines & Authentic Slogans
Grant Cardone, author of Sell or Be Sold once commented; “he who gets the most attention wins”.
After all, the success of a marketing campaign is proportional to the frequency of those reading it or making web visits which are proportional to the irresistible nature of the headlines used in delivering the copy!
Here are a few tips for penning captivating headlines and authentic slogans for your marketing message:
(a) Keep the headlines and slogans short, simple, and clear.
(b) Write them from the point of view of the target audience. Understand and empathize with your potential customers before penning down the headlines and slogans.
(c) Ensure these headlines and slogans set you apart from your competitors and give you a competitive advantage.
(d) Make sure that your headlines and slogans are not only grabbing attention but are also entertaining.
4. Convey Empathy & Understand Customer’s Point of View
Developing empathy for the customer’s viewpoint is a vital part of the onset of crafting a good marketing message. Firstly, know your target audience. Try and understand them and their needs. Secondly, figure out what is the problem of your target customer that you are solving with your product. Thirdly, identify the key benefits that your product can offer to the target audience. Next, make your marketing message relatable to the needs of the customer. Then, understand your competitive advantages and if needed include them in your marketing message. However, take care not to cluster the information. Keep it simple and relevant. Last but not the least, review your marketing message. Try to gauge its reception and how might the target audience react to it. Finally, put it to the test.
Above all, it is important to understand that this is not a one-step process. You need to take the feedback from the market after releasing your marketing message. Check if it was received as it was intended to be received. See the outcome and compare it to your expected outcome. This entire process is a loop and needs constant observation and adaptation for the marketers.
5. Be Friendly & Informal
Be friendly, informal, and even use the audience’s vernacular if need be. This helps to put your audience at ease as if you were their close friend and that’s why influencers do well in marketing.
We encourage you to learn from the simple examples in this Hobo Video article and try to implement them. After all, a campaign can only be as successful as the message delivering it! And who is a marketer if he isn’t generating more leads for the business? While it is true that you took some nuggets on how to hone your message, there are several strategies and tips you can check out at other Hobo Video blog posts. Stay tuned.