You wouldn’t run into your elderly neighbor and start talking about the latest in video game technology, would you?
She’s undoubtedly not the target demographic for that kind of a conversation. We see it every day. A company that’s too engulfed in perfecting their message that they’ve completely forgotten who they’re speaking to.
Your marketing message should address 3 key questions:
- Who am I writing for? (Audience)
- Why should they care? (Benefit)
- What do I want them to do? (Call-to-action)
The minute a marketing message loses that, it’s over. Think about your favorite ad campaign. It’s probably your favorite because the campaign touched upon your personal pain points, maybe it positioned you as a hero in your own imagination. No blind luck involved, that ad was aimed directly at you (and many others just like you).
How do you stay on track with your messaging?
It’s easier than you think.
1. Who am I writing for?
If at every networking meeting you were presented with a sheet of each person’s interests before you even said “Hello,” you’d probably be the life of the party. With the tools and data at your disposal in 2018, why are so few companies applying this information to their marketing strategy?
On social media, we can pinpoint the age, gender, location and interests for our audience. Through analytics tools, we can decipher what people are searching for and tell you how to make your business findable.
Now we’ve got information at our disposal. We know who we’re talking to! Our neighbor, from earlier, serves as a good example.
We know we’re talking to a 70-year-old woman who lives in our town. We know the best time to get our message to her is at 10 am on weekdays and we know what she’s looking for.
Now imagine you approach this person with an offer on social media.
- Her age, location and peak activity times
- What she’s looking for
- What your company can do to solve her problem
- How her life will be better as a result.
2. Why should they care?
- Why does my company exist?
- Why should people patronize my business?
These answers are, on the surface, pretty obvious. However, today’s customer doesn’t make purchase decisions based on simple logic anymore. Where they spend their money is driven more and more by intrinsic motivators. Let’s reframe those questions…
What problem does my company solve?
How will my business make my customer’s life better?
Once you’ve pinned down the answer to those new questions, your business has a message. Stick to it.
Do it Now!
3. What do I want them to do?
Take action! A call-to-action is what you want your marketing to do. Whether it’s to make a call, stop in the store, download a document or refer a friend…that’s what you want.
Create a great offer by adding words like “free,” “personalized,” “complimentary” or “customized.” A sense of urgency helps readers take action, so think about inserting phrases, like “for a limited time” or “only seven remaining.”
Before you take new steps with your marketing, make sure your marketing messages are the right ones. This ensures that your marketing tools are effective to get people to take the action you want!