Every business has a product or service to sell, and a message to share with their target audience. But how do we cut through the clutter when our audience is bombarded with more messages than they can even process? Here are four qualities you need in order to create and share a more memorable marketing message:
In the case of your marketing message, you want it to spread like a wildfire.
- Understand your intended audience (that’s your prospective customer): What makes your customer tick? Do they have a short attention span? What kind of questions do they typically ask? Do they prefer statistics and research or a more casual approach? Do they usually need a solution right away or do they take their time deciding? Being able to picture your ideal customer, understand their thoughts and reasoning, and walk through their buying process, can help you craft your marketing message to meet those needs.
- Believe in what you are selling: People can spot a fake salesperson a mile away. If you’re not passionate about the product or service you’re representing, your customer won’t believe in it either, and you won’t make the sale. Are you living and breathing your product to the point where you could sell it with your eyes closed? Do you have the utmost confidence in it? If you believe in what you’re selling – to that level – it can give your prospect the confidence to buy. This will come through in your marketing message.
- Keep it simple: We’ve all heard the K.I.S.S. acronym “keep it simple stupid” (which actually first originated as a design principle noted by the U.S. Navy in 1960). The meaning of KISS as it relates to marketing is to avoid unnecessary complexity when writing your marketing message. A simple message will often have a greater impact. So when you’re writing your ad copy, or your next sales letter, keep the KISS principle in mind. You can get your point across better without all of the technical jargon intended to impress your prospects. Just speak to them in simple, common terms. They’ll appreciate you for it and probably understand your message better anyway.
- Have realistic expectations: I can’t count how many times I’ve heard people say at a networking event “my ideal customer is everyone/every business.” I guarantee that every company has an ideal customer. But sometimes chasing the dollar gets in the way of really honing in on your true customer – those who could benefit the most from your product or service, or those who are a better fit for your business (and bottom line). Rather than try to sell everyone, understand that some prospects may not resonate with your message, and that’s okay. Part of the reason for creating and sending out your marketing campaign is to find your ideal customers. Let the ones who aren’t a good fit go, and focus on finding more of the ones who are a good fit, crafting your message to those people instead.
So these are the four qualities you must have to create and share your company’s marketing message. Take some time to evaluate your most recent marketing campaigns to see if they stand up to the above criteria. If they don’t, simply re-evaluate and adjust your marketing message and strategy, and you’ll have better results next time.