03/14/2021
Establishing a clear marketing message is crucial!
5 tips below on how to ensure your message is delivered ⬇️
1️⃣: Identify your target audiences. Once you’ve identified a few key personas, start “interviewing” them. What are their pain points? What are their hopes? What do they fear? Which brands do they identify with? How do they see themselves within their organizations? Are there phrases to which they’re likely to respond? The answers to these questions should infuse your messaging.
2️⃣: Review your company goals. Before you spend time honing your key marketing messages, it’s important to understand what those messages need to achieve. If your company is a startup, your primary goal may be branding, so key messages should be long-term to support the brand image you want to convey.
Ascertain your primary value and benefits. This is the crux of a good key message. How is your business or product different? What special capabilities, expertise or accolades set your company apart? How do you do what you do better/faster/smarter/cheaper than the next guy?
3️⃣: Research competitors’ messages. That’s research, not copy. It’s important to understand what your competitors are saying – and what seems to be resonating with their customers – to ensure your messages are hitting the right points and to counter their claims. If Company B says its solutions are the most advanced on the market and help your target buyers look like rock stars at work, your messages should debunk that statement, while emphasizing what sets your offerings apart.
4️⃣:Brainstorm keywords associated with your brand. When people think about Apple, the words that come to mind may include innovative, ubiquitous and effortless. What words do you want your audience to associate with your brand?
5️⃣: Test, test, test. Once you’ve developed your messages, it’s time to test them out. Work the messages into written materials and conversations internally and externally. Are the messages easy to convey? Do they sound as strong verbally as they do on paper? Take the time to test and hone your messages until they’re perfect, and then roll them out across your organization.