In this competitive world, every company is competing with each other to assert their influence in the market, and to achieve this; companies are following different marketing strategies. Some do marketing by spending a significant amount of advertisements on social media, some do campaigns and some go for creating a compelling message.
Every business strategy has advantages and disadvantages and is constantly used according to the purpose one wants to fulfill. Sometimes even after spending huge amounts of money, returns are not seen, so to avoid this, strong messages are given in the market along with the brand to be promoted. By creating a compelling message, customers get to know about the philosophy of the company and the brand they want to promote so the message becomes apparent in the mind of customers.
Creating a Compelling Message: Introduction to the marketing message
The marketing message can be defined as the method of communication by the organization stating the features and suitability of a product to the targeted audience. Generally, the marketing message of the company states the way the particular brand will benefit the audience and what advantages they can get through the product.
A message strategy contains a positioned statement and some of the points that support the statement. The message addresses the target market problems and tells customers what steps will be taken to eliminate the issues. Marketing messaging can sometimes include social media posts, scripts, advertising copy, and ad slogans. It’s one of the most critical content marketing tactics.
Key elements of an ideal marketing
- Explain your motives and core offering very clearly to the targeted audience, and the message that you are giving to the audience should not be exaggerated and deceptive. It should be digestible.
- The message should be in connection with the wants of the people because it ensures that the products launched by the company understand the demands of the customer and their concerns.
- Give the targeted audience a clear idea about the problem you are going to solve, how you are going to solve and what is different in how you solve a particular problem. Also, state the values you stand for while achieving an objective.
- Establish your trust in a product so that the customers do not hesitate to buy your product and they would recommend the product to other customers as well.
Effective messaging strategies
In the above paragraph, we have discussed the key elements which assure the company of getting a good response if those elements are followed. Whereas there are some more strategies which many big companies follow to attract customers towards their product? Some of the messaging strategies are
Ads using emotions
There is a very famous quote that justifies the way people use emotions to buy any product, and that quote is ‘buying with emotions and justifying the logic’. So the most effective way to get people to buy something is by appealing to their emotions. You can create ads to make people develop an emotional connection to your product. For example, coca-cola ‘choose happiness’ ad associated the company with keeping the customers happy and smiling.
Ad using USP
USP is defined as the thing which sets your company different from the rest. To create messaging of this type of ad, you must figure out the things which are unique in your company, and no one possesses the thing you promote. And it should resonate with the company. Usually, it was observed that most of the time ads which use USP as a marketing strategy always gets the deal.
Ads using the brand image
Many times it happens that despite developing a good strategy the brand does not attract customers towards it. To avoid this there is one more strategy named the psychological impact which, creates a good image of the brand in the minds of the customer.
For example, whenever we talk about shoe brands the first image which comes to our mind is Nike. So such kind of effect should be there. Check our complete guide to successful personal branding.
Ads using positioning
While creating positioning in your message you can compete with the producer of that same product. There are certain things to be kept in mind while using positioning methods like it should be written in a simple language and should be adaptable to different types of media. It should be unique, usable, imported, and most important it should be believable.
The generic ad
It is a generalized method of marketing and is the most used and obvious. It focuses on selling a particular category rather than selling a specified product. Here the goal of the company is to educate the audience about the importance of that product and give the audience time to think about it. It is a form of not a hard sell.
It is a type of marketing that could be used by anyone but is rarely used as it is less effective than the other forms of marketing. For example, if you are in retail you will have to tell your customers about the meticulous planning that goes into picking out the product line.
You have to tell the targeted audience how much they are dedicated to fulfilling the demands of the company. You can also tell the customers about the quality checks and brainstorming that is done before production.
Seeing the things in customer’s way
It is obvious that any product you launch whether of high or low value you have to deliver it to the customer only and they are the ones who will help you in achieving the profits so clear messages should be given to the customers about the product and no beating around the bush should be done as the customers want the authenticity and not the hyped marketing. Also whenever you are marketing avoid the use of jargons as these do not specify the message clearly and may sometimes cause confusion in the minds of the customer.
So finally it can be concluded that for creating a compelling message you will have to follow some strategies before marketing your product and to get the best returns on the product to be customer-centric, profit will automatically follow.