Marketing how to: How to Create a Clear and Effective Marketing Message
Marketing how to: How to Create a Clear and Effective Marketing Message
Creating a clear and effective marketing message will go a long way in improving the profitability of your business. A good marketing message should grab the interest of your prospective customers; create a positive image of your product or service in their minds; and prompt them to purchase.
Here are a few guidelines on how to develop a solid marketing message:
Focus on the customer
Products or services are useless if nobody buys them. Before creating the marketing message, you need to be clear about your target audience. The focus should always be on the customer. The marketing message should open by identifying customers’ needs. This will help in connecting with the customer at the emotional level.
Answer “WIIFM” (Whats In It For Me?) queston
Customers are not bothered about your products or services. They want to know how your products or services will help them fulfill their needs. A good marketing message should present the company’s product or service as a solution to prospective customer’s problems. Your marketing message should stress on the benefits, not on the features. A feature is simply a characteristic of a product.
If you are selling a car, while creating a marketing message, instead of just saying, “This model comes with side impact airbags”, it is advisable to say, “The side impact airbags will keep your family safe in case of an accident”. This will definitely have a better impact. Another advantage of focusing on the benefits is that it will take the customers’ focus away from the price.
Give customers a strong reason as to why they should buy from you
Today’s business environment is very competitive. It is very important to create a clear reason to choose your product or service instead of your competitors’. The marketing message has to clearly tell your prospective customer what makes your product or service different from the others. It is always advisable to use statistics and certificates as they add to the credibility of your business.
Prompt them to act
A good marketing message should end with a call to action. It is a good idea to insert a link to the order page towards the end. Marketing how to experts create a sense of urgency to prompt prospective customers to act. You may use statements like “The offer closes on…”. Or you may say, “We have a limited supply of…….”. It depends on your business and your industry.
Evaluate your marketing message periodically
Marketing how to experts evaluate their marketing message on a regular basis. This is to ensure that it is generating sales on a consistent basis. It is advisable to seek feedback from your customers.
Your marketing message should be used in all your external communications. Marketing how to experts create messages which leave prospective customers wanting to know
