3 Expert Recommendations to Improve Your Marketing Messages
Your marketing message is one of the most powerful tools you have to differentiate your product or service from your competition. From your email campaigns to your slogan, your marketing message communicates your brand personality and sets you apart.
A lot of care should go into developing the right marketing message. Copywriters are, in fact, an important and full-time position at marketing agencies. And while we can’t let you in on all our copywriters’ secrets, we’ll share a few of their expert recommendations to set you on the right path when developing your marketing message:
Establish Your Brand Personality
There’s nothing more forgettable than a brand with no personality.
Let’s do a quick exercise: Think of Red Bull, Target and Apple.
What adjectives come to mind when you think of these brands? This is their brand personality – and the adjectives you use to define them is not a coincidence. Brands carefully design their personalities, thinking of their brand as if it were a person. What would this brand say, what would it do,does it have a sense of humor, what words would it never use?
Establishing clear brand writing guidelines not only helps you communicate your brand vision and values, it also creates consistency. It doesn’t matter who is writing your marketing messages, it will all be in tune with your brand.
Think Benefits, Not Features
We know you worked very hard to develop a world-class product, but you won’t draw your customers in with a list of specs. They care about what the product does for them: how does the product make their lives better? What problem does it help them solve?
Think of the most impactful benefit of your product and lead with that in slogans, titles and email subject lines. You can always include the list of specs further down for the techies.
Choose the Right Type of Content
When considering your company’s marketing messages, you don’t only have to consider the language you choose but also the type of medium you choose to deliver that message.
Think of your audience for this one: Are they likely to devour long, thoughtful content with tons of facts and in-depth research? You might want to consider writing a whitepaper. Or is visual content with minimal copy more aligned with their lifestyle? Instagram would be the way to go.
Headlines and lists have a powerful emotional and psychological effect on people. Think of thought-provoking phrases that promise answers to their problems and get people to engage with your content, such as the title of this blog post. See what we did there?
For more on branding, differentiating yourself from the competition and developing your story, check out these blog posts: