Crafting your marketing message is no easy feat—especially since the public is bombarded by hundreds, if not thousands, of marketing messages every day. Before you can craft a marketing message that stands out from the crowd, you must first know what a marketing message is and why it is essential to your brand.
In marketing, the term, “message” generally refers to how your brand talks about itself to the public and helps define not only your values but your overall mission. This message should always remain consistent since this is how your target market is going to identify you amongst your competitors.
Not only does your marketing message help identify you as a brand, but it also ensures that everyone in your organization can communicate effectively and consistently to your target market, no matter what department they are working in.
You want to craft a marketing message that is not only relevant to who you are as a brand, but that is relatable to your consumers and tailored to their needs. This means that your message needs to be both strategic and convincing.
While there is no “perfect” marketing message outline that suits every business’s needs, there are a few common steps you should consider when crafting your marketing message.
This step is essential, no matter what type of business you have. You have to know who it is you are talking to before you can draft any message. Answer each of these questions before moving on to the next step:
This is only a shortlist of questions that you’ll have to be able to answer before crafting your marketing message. The deeper you can segment your audience members, the more clearly you’ll be able to visualize who they are.
Once you know whom you are talking to, it’s time to identify their needs. Why are they turning to your brand? What questions do they have that need addressing? What problems do they need solutions to? Have this list on hand because it’s vital to the next step in the process.
Once you’ve compiled that list of problems that your target market faces, you need to be able to explain how your product or service is addressing those needs. Be detailed here because your audience needs to know what you are going to do for them. If you can’t supply solutions, they will be quick to move on to a brand that can.
Credibility and trustworthiness are both critical parts of crafting your marketing message. People want to know that you are an expert in your industry and that you can address their needs—so prove it to them. How do you outperform your competitors? Don’t just talk about it, have the evidence ready in the form of testimonials or social proof.
What are your key brand attributes? What sets you apart from your competitors? Crafting your marketing message requires that you set yourself apart from your competitors. If you sell shoes, your audience needs to know how are your shoes different, or better than those offered at Shoe Carnival. Are your shoes in high demand for a given market, such as runners, dance or just for general wear? Get specific! Why should your market come to you for their shoe needs?
Finally, when crafting your marketing message, you need to get on your consumer’s level. If you start spouting industry jargon at them, then they will most likely tune out and move on. Instead, get familiar with them and show that you are there to provide for them, not that you are just expecting them to buy something. Be friendly and warm, not cold, and calculated.
Crafting your marketing message takes time and a lot of trial and error. You want to ensure that you are addressing yourself as the professional you are, but still maintain a friendly, familiar tone that your consumers will relate to. Your marketing message will be what defines your brand, so make sure you take the time to craft a message that represents your values and overall mission.