A good marketing message is like the Show Me the Money part of a marketing plan. When Jerry McGuire’s one and only client told him to scream out, “Show me the money, Jerry!” he knew exactly what he needed to do – deliver on that promise.
A byproduct of a weak marketing message is declining sales, lost to a competitor. Another side effect is customer confusion. If they’re not sure whether or not your camp is for them, extra time needs to be spent educating them.
Good marketing messages make it clear to prospects why they should choose you over your competition. You can shout it, whisper it or somewhere in between, but the message must always be clear. As we always tell our clients, if you’re not clear about how you help people, then they won’t be either and they’ll move on to someone else.
The three main ingredients most readers, viewers or listeners are looking for in a marketing message is:
What’s in it for them?
This is why knowing your audience is so important. When you deliver a message that matters to them and fits their needs, they will reward you with their continued attention.
Why should they buy it from you?
Crisp and clear messages cut the time prospects spend deliberating the pros and cons between you and your competition. When your value is distinctive in their eyes, you win.
What’s the next step?
Fear, guilt, exclusivity, anger, salvation and flattery are the emotional drivers behind every marketing message.
If you’ve used them effectively, don’t leave your audience hanging. Be clear about what they need to do next to solve their problem.
A successful call to action is clear and simple. Be direct. If you want them to call, tell them to call. If you want them to fill out a survey, ask them to fill out a survey. Whatever action you want them to take, tell them.
All the great commercials, brochures, one sheets and websites you’ve seen or read that have great messages are created because there’s a good marketing plan behind all of them. Marketing plans identify the specific audience and their true needs; they map out the smartest and cost-effective ways to reach, keeping people engaged throughout the process.
“You had me at hello,” may have been Dorothy’s memorable line to Jerry at the end of the movie, but it was also his mission statement at the beginning that helped her come to that conclusion.
Marketing Automation: Advancing You Forward