Writing a killer message that cuts through the noise of online chatter isn’t easy.
And by the way, “Cheese Curds are Great!” is not an example of a killer message! A brand message is the core marketing message your business shares through words, videos, photos, and sound. It’s who you are and how you want others to see you. This message is important to get right from the start; even before you go jumping on multiple social media platforms, and even before you launch a website!
It starts with knowing your target audience.
An effective message is one that your target audience wants to hear, in a tone that will attract attention, educate, engage conversation and lead a prospect through the buying stage. It’s also about having a consistent message. For more on the topic of brand consistency, see my blog article How Small Businesses Should Brand Multiple Social Media Sites.
Your brand message should do the following 3 things:
1) Increase Awareness
Educate your target audience. Know what your target audience needs and tell them how your business can meet or solve those needs.
2) Persuade
Add an emotional advantage or special pricing benefit to your message. And talk about your competitive advantage: the thing that you offer and no one else can.
3) Encourage Purchase
Give your audience a deadline or offer a limited supply item. Or simply continually engage them as a friend by offering free information that can help meet their needs.
David Frey, on Business Know-How, walks you through five steps in writing a marketing message. He does such a great job it’s not worth me repeating the information in this post, just read his. Frey also says,
The biggest marketing message mistake that companies make is communicating “What-We-Do” instead of “What’s-In-It-For-Me.”
Always emphasize benefits instead of features.
Features are qualities of your product or service. Benefits are the effect those qualities will have on people who buy from you.
Conduct a Strength Weaknesses Opportunities and Threats (SWOT) analysis.
This will help chisel your message. Let the answers from your SWOT analysis be the words you use to write your message.
Share your brand message below.
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