Creating A Winning Marketing Message
Creating A Winning Marketing Message
Before creating a winning marketing message one must first understand the goal of that message. Some may think a company’s marketing communication strategy is consistently using their logo and slogan or a listing of accomplishments in their brochure and on their web site. Others may use their vision or mission statement to give a positive portrayal of the company’s values. While these statements are important and should be used when marketing your company alone they do not embody the real goal of what your marketing message should accomplish: TO GRAB YOUR PROSPECT’S ATTENTION.
Your marketing message should “speak” to your prospect. It should be written so the average person can understand. I’m not saying that to put down the intelligence of anyone but many times business owners forget that not everyone understands the “trade lingo.” Even more important your marketing message should communicate “What’s in it for me?”. Often companies make the mistake of describing “What We Do” rather than focusing on the benefits the prospect will receive from your product or service. To avoid this pitfall after you have crafted your message review it carefully with the intent to reduce or eliminate “we” and “our” and replace with statements that focus on “you” and “your.” When writing I always like to put myself in the shoes of the person who would be buying a company’s products or services. That way I can craft language that is focused on the customer.
When creating that winning message also remember to:
1. Identify your target market. After you’ve narrowed down your prospects it will be much easier to craft a winning communication strategy.
2. Identify the problems your target market experiences. One secret to writing a marketing message that catches the attention of your prospect is to identify their problem and let them know you understand and sympathize. Again… put yourself in their shoes.
3. Present a solution to the prospect’s problem and identify all of the benefits your solution can offer. Remember to focus on “you” and “your.”
4. Present the results you have produced for other people in the same situation. Customer testimonials are a great way to give you credibility and let your prospects know you can accomplish results. Whenever possible use video and audio to capture some reallife stories. Post these stories on your web site or use a CDROM business card to let your customers relate the personal experience with your company.
5. Finally explain what makes you different from your competitors. Be careful here though. You don’t want to bash your competition and you don’t want to use the typical cliches like “We deliver ontime and onbudget.” These are characteristics that should already be part of any good product or service.
Writing benefitsoriented copy is a proven strategy for increasing sales response. Connect with your audience by understanding their pain points tell your story with a fresh perspective and eliminate vague copy. The result will be an irresistible message that will make your prospect want to know more!
About the writer: As founder of Eagle Soars Marketing Anne Lazo has over 23 years experience in the field of marketing. She manages the entire creative process for clients from identifying the concepts and selecting the design team to writing copy and supervising production and delivery of marketing material. Under Ms. Lazo’s direction Eagle Soars Marketing has been helping clients build their businesses by providing the highest quality communication materials.
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