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Building Your Marketing Message in Three Simple Steps

Today, consumers won’t read a boring or confusing marketing message no matter how targeted and compelling the offer is. They want to be engaged on an emotional level.

A brilliant message delivers what they want on all levels: it’s written in simple language; it’s relevant to them; and it speaks directly to their interests, beliefs, concerns, or opinions. It’s created with the right tone and is perfectly timed to meet them when they are most likely receptive.

The closer you get your message to meeting all of these requirements, the more successful it will generate interest and action. Keep this in mind as you create or update your marketing materials.

Use these three steps by JNL Group to move your message from good to great.

Step 1: Know your target audience

For each person who fits the description of your target audience, there are infinite reasons why they will or won’t buy you products or services. As a marketer, it’s up to you to uncover the one true reason your product or service will be a hit with them.

To do this, you have to know who they are and what’s important to them. You can’t possibly write a copy that speaks directly to their interests if you don’t understand their situation. Find out how old they are, where they live and work, what they do in their spare time, and how often they purchase your type of product or service.

The more you know about them and can convey it on your website and through other marketing materials, the more likely they will be interested in what you have to offer. Keep this information handy as you move on to the next step of the process.

Step 2: What’s in it for them?

This is where knowing your target audience comes into play. Your prospect wants something that you can help them get — and it has to be something they truly want, not just a random offering of features and benefits.

They also don’t have time to wade through lots of information about how your product or service works. They want to know what’s in it for them right now, so put yourself in their shoes when you’re talking about the benefits they will enjoy.

For example, if you own a plumbing company and target homeowners, don’t tell them that professional drain cleaning is superior to DIY solutions. Instead, tell them that you’ll have the problem fixed in minutes, not hours. You can also show statistics about how much money they can save by hiring a pro instead of fixing the problem themselves.

Tell them how your product or service will make their life easier and solve their problems. This is what they are looking for, so keep it front and center in your marketing message.

Step 3: How will you make the sale?

Now it’s time for you to explain exactly how a purchase or other type of action will benefit them. You don’t have to get into the technical aspects, but it is important to be clear about what they can expect from you. The benefits are great, but the numbers are better.

For example, if you sell medical supplies, don’t just tell prospects that they will get “fast and reliable medical supplies” when they buy from you. Tell them how fast it takes for you to ship the order (or have it ready for pickup) and provide some examples of other types of charges that have been filed on time.

This is your chance to show potential customers what they can expect from doing business with you. It’s also a good idea to include prices or other relevant costs here so that there are no surprises when the time comes for them to make a final decision.

You can create a powerful marketing message by starting with a clear vision of your target audience and then moving on to the benefits they’ll receive. Keep it in mind as you write or update your website copy, brochures, or other marketing materials.

The closer you get your message to meeting all of these requirements, the more success it will generate. Keep this in mind as you work on your next project, and you will see a big difference in the results.

To build your marketing message, start by defining your target audience and understanding what appeals to them. Then, write or update your website copy with the benefits that these prospects stand to gain from doing business with you. Keep it as simplistic as possible but still understandable for those you’re targeting, and you’ll see a big difference in your results.