In today’s online jungle, capturing your audience’s attention is tough. But there are a lot of brands that do it successfully, so what’s the secret? Messaging.
Being able to craft a marketing message that resonates with your target audience on a personal level, and in this article I’ll share the simple approach I use to do just that. Using a set of simple yet powerful formulas, I’ll guide you through the process of creating a marketing message you can use across the web to not only capture the attention of your ideal customer, but also get them to take action.
What’s a Marketing Message?
Let’s start with the obvious. What is a marketing message?
A marketing message is your elevator pitch – it’s the main takeaway you want people to remember about what makes your business or product special.
A good one highlights the problem you solve or need you fill for customers better than anyone else. It’s focused on what matters most to your target audience and is written clearly in simple language they relate to.
An effective message cuts through all the competing information out there to make that “light bulb” go off for customers so they get why they should care about you.
It’s short, direct, and memorable so it sticks in people’s minds.
A good marketing message connects with customers, making them want to buy from you and recommend your business to others. The goal is to make them choose you over your competitors, because your message shows you understand them well.
Let’s get started. First up is your mission statement.
Mission Statement: Define Your Purpose
Your mission statement is the heart of your business. It’s a clear, concise statement that explains why you exist and what you’re here to do. It guides your decisions and communicates your purpose. Think of it as your business’s way of sharing its main values and goals.
The formula I use for creating a Mission Statement:
[What you do] + [Who it’s for] + [How you do it] + [Why you do it] = Mission Statement
Mission Statement Examples:
Google: “To organize the world’s information and make it universally accessible and useful.”
- What: Organize the world’s information.
- Who: For everyone.
- How: By making it universally accessible and useful.
- Why: To facilitate access to information.
Nike: “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”
- What: Bring inspiration and innovation.
- Who: Every athlete in the world (broadly defining ‘athlete’).
- How: Through their products and services.
- Why: To inspire and innovate for people who are active.
Customer Pain-points: Solve Their Problems
Every great business solves a problem for its customers. Identifying what problem your product or service solves is the key to understanding your customer’s pain points.
What challenges do they have? What things do they wish were easier? When you speak directly to these issues, you’re not just selling something, you’re offering a solution that makes their life better in some way.
The formula I use for creating Customer Pain Points:
[Identified problem] + [How it affects them] + [Desired outcome] = Customer Pain-Points
Value Proposition: Show Your Worth
Your value proposition is the promise you’re making to your customers. It’s the reason they should pick you over the competition. Focus on the benefits your product or service brings and how it makes their life or work easier, better, or happier. It’s like saying, “Here’s what we can do for you, and here’s why it matters.”
The formula I use for creating a Value Proposition:
[Benefit] + [How it’s delivered] + [Why it matters] = Value Proposition
Examples of a Great Value Proposition:
Tesla:
Experience the thrill of driving with Tesla’s electric vehicles, powered by cutting-edge technology for unmatched performance and sustainability. We’re committed to reducing carbon emissions and combating climate change, making every journey not just faster and smoother, but also cleaner for our planet.
- Benefit: Sustainable and high-performance electric vehicles.
- How It’s Delivered: Through cutting-edge technology and innovative engineering.
- Why It Matters: To reduce carbon emissions and combat climate change, while providing a superior driving experience.
USP (Unique Selling Proposition): Stand Out from the Crowd
What’s the one thing that makes you different from everyone else? It’s your USP.
It lets you showcase what you do or provide that no one else can. This is your chance to shine a spotlight on why choosing your business is the smart move. I think this is a business’s superpower.
The formula I use for creating a USP:
[What you offer] + [How it’s different] + [Benefit] = USP
Examples of Powerful USPs:
Slack: Team Communication Platform
USP: Slack brings all your communication together in one simple platform, integrating seamlessly with over 2,000 business applications to streamline workflows and eliminate email clutter, making teamwork more efficient and productive.
- What You Offer: A centralized platform for team communication and collaboration.
- How It’s Different: Integrates with all your tools and services in one place.
- Benefit: Simplifies communication, reduces email overload, and streamlines workflows.
Warby Parker: Eyewear
USP: Warby Parker offers designer-quality eyewear at a revolutionary price, while leading the way for socially conscious businesses. Try on 5 pairs at home for free and find your perfect style without ever leaving your house.
- What You Offer: High-quality, stylish eyewear at a fraction of the cost of designer brands.
- How It’s Different: Direct-to-consumer sales model with a home try-on program.
- Benefit: Makes buying glasses easy, fun, and affordable without sacrificing style or quality.
Marketing Angle: Making an Emotional Connection
I think this is my favorite element of the process. It’s where you get to create the “story” or “narrative” that attracts and connects your brand to its target audience. Combine what you know about your audience, what makes your offer unique, and add a dash of emotion to create a meaningful connection that sticks. It’s like saying, “Hey, we understand the issue, why it’s a problem for you, and here’s our solution.”
The formula I use for creating a Marketing Angle:
[Audience insight] + [Unique offering] + [Emotional trigger] = Marketing Angle
Example of a Strong Marketing Angles:
Peloton – At-Home Fitness
Marketing Angle: Join the Peloton family and get the best studio-class fitness experience from your living room. Feel connected, stay motivated, and achieve your health dreams with the support of instructors and a community that cares.
- Audience Insight: People want the community and quality of studio classes without having to leave their home.
- Unique Offering: Live and on-demand fitness classes with world-class instructors you can follow from the comfort of your home.
- Emotional Trigger: The feeling of belonging to a fitness community and achieving personal health goals.
Everlane – Clothing Retail
Marketing Angle: Wear the change you want to see with Everlane. Our clothes aren’t just made well, they’re made responsibly and with transparency. Feel good about what you wear, knowing it’s crafted with care for people and the planet.
- Audience Insight: Consumers are increasingly concerned about the environmental impact and ethics of their clothing.
- Unique Offering: Transparently priced, ethically made, and high-quality clothing.
- Emotional Trigger: Pride in making ethical shopping choices and contributing to sustainability.
Conclusion: Why Your Marketing Message Matters
As you navigate the crowded digital space, clarity, consistency, and impact are your friends.
Use this article and the simple formulas to create or refine your marketing message, so it connects and engages your audience across every touchpoint.
Your message isn’t just about selling; it’s about connection, and being remembered and chosen.
Make your marketing message the magnet that pulls customers to you, turning scrolls into interest, and browsers into action.
– Happy writing!
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