Crafting your marketing message is no easy feat—especially since the public is bombarded by hundreds, if not thousands of marketing messages every day. Before you can craft a marketing message that stands out from the crowd, you must first know what exactly a marketing message is and why they are essential to your brand.
What is a Marketing Message?
In marketing, the term message generally refers to how your brand talks about itself to the public and helps define not only your values but your overall mission. This message should always remain consistent since this is how your target market is going to identify you amongst your competitors.
Why Do You Need a Marketing Message?
Not only does your marketing message help identify you as a brand, but it also ensures that everyone in your organization can communicate and understand one another and, again, remain consistent when communicating with your target market, no matter which department they are working in.
You want to craft a marketing message that is not only relevant to who you are as a brand, but that is relatable to your consumers and tailored to their needs. This means that your message needs to be both strategic and convincing.
6 Steps to Crafting Your Marketing Message
While there is no “perfect” marketing message outline that suits every business’s needs, there are a few common pieces that should be considered when crafting your marketing message.
Step 1: Identify Your Target Market
This step is essential, no matter what type of business you have. You have to know who it is you are talking to before you can draft any message. Answer each of these questions before moving on to the next step:
- Is your audience located in any one area or spread out worldwide?
- What age range does your audience fall into?
- What are their interests? Hobbies?
- What do they value?
This is only a shortlist of questions that you’ll have to be able to answer before crafting your marketing message. The deeper you can segment your audience members, the more clearly you’ll be able to visualize who they are.
Step 2: What Problems Does Your Target Market Face
Once you know whom you are talking to, it’s time to identify their needs. Why are they turning to your brand? What questions do they have that need addressing? What problems do they need solutions to? Have a list on hand because it’s vital to the next step in the process.
Step 3: How Does Your Product/Service Address These Needs
Once you’ve compiled that list of problems that your target market faces, you need to be able to explain how your product or service is addressing those needs. Be detailed here because your audience needs to know what you are going to do for them, and if you can’t supply that answer, they will be quick to move on to a brand that can.
Step 4: Build Credibility
Credibility and trustworthiness are both critical parts of crafting your marketing message. People want to know that you are an expert in your industry and that you can address their needs—so prove it to them. How do you outperform your competitors? Don’t just talk about it, have the evidence ready in the form of testimonials or social proof.
Step 5: Explain How You Are Different from Your Competitors
What are your key brand attributes? What sets you apart from your competitors? Crafting your marketing message requires that you set yourself apart from your competitors. You may sell shoes, but how are your shoes different from those offered at Shoe Carnival? Are your shoes in high demand for a given market, such as runners, dance or just for general wear? Get specific! Why should your market come to you for their shoe needs?
Step 6: Talk TO Your Customers Not AT Them
Finally, when crafting your marketing message, you need to get on your consumer’s level. If you start spouting industry jargon at them, then they will most likely tune out and move on. Instead, get familiar with them and show that you are there to provide for them, not that you are just expecting them to buy something. The simpler your message, the more relatable to most consumers—so be friendly and warm, not cold and calculated.
Crafting your marketing message takes time and a lot of trial and error. You want to ensure that you are addressing yourself as the professional you are, but still maintain a friendly, familiar tone that your consumers will relate to. Your marketing message will be what defines your brand, so make sure you take the time to craft a message that represents your values and overall mission.