As a marketer, you know the importance of a marketing strategy.
They also know how important it is to your strategy to align with the needs and interests of your audience and the approach required for each channel you use, whether it’s social media or email. With a marketing strategy, you can also create the content your audiences want to see and share it where they are most likely to see it.
But once you have this strategy, how do you find out what to say in the content you share with them? What you need is a marketing message that is just as important as your overall strategy.
You can think of it this way: If you know you want to post on Instagram about a new product launch, how are you going to prove to your audience that they need to buy this new product? Your marketing message. In essence, no marketing message means no way to execute your strategy.
In this post, we’ll define what a marketing message is, give real-life examples from companies, and explain how you can create your own.
What is a Marketing Message?
A marketing message refers to the words you use to communicate with your audience to convince them to do business with you. Your message is extremely influential in achieving your business goals as it can mean the difference between a new acquisition or referring a customer to your competitor.
For this reason, you should carefully write your marketing message, especially for the audiences you are trying to reach. It should also address your weaknesses and present your company as a solution.
If your message addresses their needs, you will build trust with your audience and build customer loyalty.
Every marketing company needs a marketing message, whether you sell B2C or B2B, Software as a Service (SaaS) or clothing.
Examples of marketing messages
Successful marketing messages attract leads and convert them into paying customers. Some practical examples of effective marketing messages are presented below.
As an apparel and apparel brand, Nike is committed to making equipment available to anyone who needs it, regardless of what sport they play and who they are.
Their marketing message is “Where all athletes belong” and addresses their target group and lets them know that there is something for everyone – from professional athletes to first-time players.
Black girl sun protection
Black Girl Sunscreen is aimed at an audience that is often excluded from discussions about sun protection: women in color. Their message lets this market know that they are there for them: “Protect your melanin. Sunscreens are always in season.”
People with dietary restrictions or eating preferences that do not conform to common nutritional ideas often cannot find foods to eat in fast food restaurants.
Chipotle’s marketing message, shown below, is “Find Your Plant Performance”. The brand speaks directly to people with different needs and invites them to try their expanded menu of plant-based options and let them know they see the niche in the market for their needs.
Ingredients in beauty and cosmetic products can be difficult to understand if you don’t have a scientific background or relevant experience. Lab Muffin’s marketing message speaks to those who want to understand the chemistry behind the products they use: “The Science of Beauty, Simply Put.”
Zoom is a virtual meeting tool that allows users to create a virtual connection. It is marketed to an audience that wants to continue having fulfilling conversations regardless of their physical location: “Meet OnZoom. A marketplace for immersive experiences. “
All in all, these marketing messages grab the attention and explain in a few words why their business best suits the needs of the audience.
How to create a marketing message
As mentioned above, a well-designed marketing message will turn your audience into customers. All businesses should aim to have one. The following explains how you can create a compelling marketing message for your own business.
Know your target audience.
As with most marketing practices, you cannot start creating your marketing message without identifying your target audience. When you know who they are, you’re not marketing to customers who you think will be interested in you, but to those who you know will be interested in you.
In short, your target audience is a group of consumers with similar traits and buying intentions who can get the most benefit from your products. While your general audience is likely to be determined by the industry you are in, it’s important to have a deeper understanding.
To learn more about and narrow down your target audience, you can do buyer personality research, analyze your competitors, practice social listening, and invite people to participate in focus groups or interviews.
Overall, you want to learn from identifying your target audience what they “look like”. This can be simple demographic information like age and location that is wanted, wanted, and wanted by the companies they buy from.
Having this information makes it easier for you to personalize your strategies and create a marketing message that resonates with them, especially as you address their weaknesses.
Understand your audience’s weaknesses.
Your persona research should inform you of your audience’s weaknesses and challenges.
To freshen up, pain points are problems that affect the daily routines, business tasks, or general life aspirations of your target audience. These challenges are usually things that your audience is actively seeking solutions to.
For example, if you are a company that sells marketing SaaS, you may find that your target audience is struggling to manage their campaigns as they use multiple platforms throughout their process. When creating your marketing message, speak to your ability to optimize their efforts with your easy-to-use, all-in-one platform.
If you’re a B2C company that sells eco-friendly clothing, customers can find it problematic that they struggle to find brands that don’t have a significant impact on the environment. In your marketing message, you should address your desire to minimize pollution through sustainable shopping.
Once you understand your vulnerabilities, you won’t have to guess why your customers need you – you will know why they need you. As a result, you can create a marketing message that suits your needs.
The first two steps on this list involve gathering the necessary background information. The following steps will help you compose your message.
Make value propositions.
Value propositions underscore the unique value of your product or service and let customers know that your brand is tailored to their needs. It’s clear why they should do business with you instead of a competitor, and that is exactly the point of a marketing message.
As you compose your message, present your product or service as a cure for its weak points and prove it. If you continue with the eco-friendly business example, you can make a specific mention that your clothes are made locally, which sets you apart from the competition that their goods are mass-produced overseas.
This message is alerting consumers that by designing ethically made and environmentally friendly products, you are solving their vulnerability where sustainable apparel brands are lacking.
Prioritize clarity and conciseness.
Even though your marketing message has to say a lot, you have to say a lot while saying a little. You shouldn’t avoid the bush. Instead, get to the point and explain how your product is a solution.
Customers should read your message and find answers to their questions without over-analyzing your statements. Prioritize being clear, concise, and easy to understand when you want your words to speak for themselves. To repeat again, get to the point.
You can think of it this way: I’ve said a lot in this statement just to tell you to get to the point. If this were a marketing message, you would have moved on by now. However, if I were to follow the tips I mentioned I would just say, “Tell me why you are the best – no ifs and buts.”
Use familiar conversational language.
Even if your customers are in your industry, don’t assume that they know or understand the jargon used to describe your sales. Therefore, it is important to have a conversation and use language that is familiar and palatable to most viewers. Your message copy should be simple, straightforward, and not require an industry-specific dictionary.
For example, you can use technical terms to describe the features of your latest car model. Still, car enthusiasts would be the only ones who really understand what it means to have a 600 horsepower engine and a uniform AAA tire quality rating (I certainly don’t know what that means).
The goal is to write while people are talking during the conversation, keeping a friendly tone, and making customers feel welcome. Robotic and technical jargon can be confusing, leading you to believe that doing business with you will be complicated and confusing too.
In summary, your conversation and familiarity will reach everyone from first-time industry customers to seasoned CEOs.
Show the originality of your brand.
The general intent of your marketing message is to attract your target audience, but also to set you apart from your competitors. With this in mind, originality is an important pillar of your final message.
Everyday marketing messages seem to belong to each of your competitors, and original ones show what makes you unique. This could be your brand’s personality, the characteristics that set you apart from your competitors, or a combination of both.
Your marketing message is unique to your business, your solutions are unique to your business, and your words should prove it.
Use user generated content (UGC).
Consumers are 14% more likely to trust recommendations from people like them (another consumer) to a brand employee. With that in mind, using UGC in your messages, like testimonials and reviews, can help you promote the value of your products.
Since your target audience is likely to face the same challenges, seeing that someone like them has benefited from your product can help them make their final decision. For example, you could say, “95% of our customers love [xyz]and you will too. “
Appeal to customer emotions and logic.
There are a variety of consumer behavior models that explain how people make purchasing decisions. Some models say it happens through reasoning, others say it is purely emotional. In reality, it is likely a combination of the two and you should use this to your advantage.
Through tactics like humorous copying, you can demonstrate your brand’s uniqueness to appeal to customer emotions and use value propositions to appeal to reasoning and show customers how to solve their problems.
Use your marketing message to talk to your customers
The most important aspect of this is that your marketing message should convince your audience to do business with you.
Focus on demonstrating the individuality of your brands, creating an emotional connection and clearly showing your customers what’s in it for them. When you do this, you will likely get a marketing message that speaks directly to your target audience and will help you grow your customer list.