Messaging is an important part of branding, and we have been aiming our attention at compiling a useful set of criteria for clients to optimise the launch of their campaigns.
Messaging begins with the audience’s core values, not their product.
- Address Customers Values
Too often marketer’s base their messaging around what they believe are the best features of their product or service instead of looking at what it is the customers actually find important. It’s important to take the time to understand customers and their values, and create messages accordingly.
A helpful way of getting an insight into customer values is by creating a short survey that customers can complete.
- Clear Marketing Messages
Everyone wants to be part of a major trend, whether it’s being a “slow food” restaurant or a “mompreneur”, however the more popular buzzwords are the less impact they have, make the marketing message clear and memorable for customers.
- Make your messages portable
Many companies rely on word of mouth to drive business, but make sure that the message’s are ‘portable’ enough for customers to easily spread the word. A way of making sure our messages are ‘portable’ enough is ensuring they are around one to two sentences long, creating a “logline”. After you’ve got your logline, use it on your website, on social media, in conversations and in marketing materials.
- Excite your Messages
Much of our life tends to be in auto-pilot mode, so as marketers, we need to grab our customer’s attention and inspire them. Make marketing messages exciting by adding action verbs, rather than using the passive voice.