28 May 7 Steps to Help Craft Marketing Messaging That Converts Every Time
Your product development is complete, your finances are in order, and your operations are set to scale. The hard part’s over, right?
Many business owners scoff at marketing messaging, dismissing the key role it plays in attracting high-quality sales. But the most successful leaders in every field have one thing in common: they know what to say, who to say it to, and exactly when to say it.
We live in a world that’s extremely connected and isolated at the same time. That means brands have a golden opportunity to bridge the gap through authentic messaging that resonates. And the better you become with your words, the more sales you’ll turn.
So where do you start? Follow these seven steps to prompt successful conversations that turn into conversions.
1. Know Thy Audience Like the Back of Your Hand
Would you speak to a 45-year-old attorney on Wall Street the same way you’d speak to a 25-year-old Instagram Influencer in LA? Of course not. That’s why the first golden rule of effective messaging in marketing is to know who you’re talking to.
Develop avatars, or brand personas, that represent the personality of your target audience. The clearer you get in your depiction of their hopes, fears, and daily life, the easier it will be to speak in a language they understand and relate to.
2. Study Your Competitors (But Don’t Copy Them)
Conducting a competitor analysis is key for building a proper framework. Do a deep dive into the social channels of similar brands, and take note of what’s working best. Visit their website and study the language choices they make for connecting with consumers.
Sometimes, you’ll find inspiration. Other times, you’ll notice glaring mistakes, like drab, boring writing that doesn’t take the customer into account. Take both the good and the bad and use them to guide your process of developing your own unique voice.
3. Identify Your Unique Selling Proposition (USP)
Another benefit of studying your competitors? You’ll figure out how they’re positioning their products, and then you’ll have to work to differentiate yourself in the market. If five kitchen blenders all make the claim that they’re the most efficient brand on the market, none of them will strike a chord with their audience.
To develop a unique selling proposition that resonates, return to your buyer persona. Ask yourself what major problems your product is solving for those customers, and position your company as the ultimate antidote to that problem.
4. Play By the Word Rules of Each Platform
Many business owners fall into the trap of talking the same way, no matter where they’re blasting their message. But the reality is, each marketing platform has its own rules and preferred communication methods.
For example, you can speak more aggressively in a direct mail sales letter than you can through a Facebook ad. There’s a real nuance to effectively communicating the same message in different ways.
5. Identify Your Goals for Each Campaign
Effective marketing is contingent upon setting the right key performance indicators (KPI’s) for your campaigns. Is your goal to drive sales? Engage existing customers? Create brand awareness? Too many business owners fall into the trap of making sales their main KPI for every piece of marketing their team creates.
Remember, the best brands create real relationships with their customers. And the same way you wouldn’t go in for the marriage proposal after the first date, you shouldn’t ask people to fork over their money without courting them first.
6. Appeal to Emotion, Then Logic
“I’ve told these people that my product is 33.5% more effective than the leading competitor! Why aren’t they buying?” We hear this all the time from aspiring business owners. They believe in the quality of what they’re selling, but can’t seem to convince their customers to buy into it, too.
The fact is, effective marketing stirs an emotional response in your audience. Ultimately, people make decisions to buy based on emotion and justify that decision based on logic later.
Paint a real picture of the problem they’re facing, and then create a vivid image of what their life will look like once they use your product. Only after you’ve tapped into their emotions should you rationalize the purchase with hard-hitting logic.
7. Don’t Forget Who’s the Star of this Show
Finally, remember this:
The most charismatic person in the room never focuses the conversation solely on themselves. Instead, they gaze deeply into your eyes, nod emphatically at what you have to say, and practice active listening through question-asking.
You must adopt this mindset as you approach your customers. At the end of the day, they’re the stars of the show. You’re simply facilitating an experience for them, and offering a helping hand to make their lives easier. The more you can focus on the customer, the more willing they’ll be to trust what you’ve got to sell.