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Techniques For Drafting Compelling Marketing Messages

You come across two marketing messages simultaneously. One says “Buy our organic skincare cream. It’s good for your skin” and the other one states “Say goodbye to acne and pigmentation with our Organic Face Cream. Order now and get 20% off.” Which one are you likely to click?

The later one, we assume! It’s because that particular ad addressed specific concerns, offered clear solution, and created a sense of urgency for you to click.

The way in which you write marketing messages demonstrates your understanding of customers’ needs/preferences and your ability to offer them optimal solutions.

So, what does a “compelling” marketing message mean after all? To put it simple, it’s the one that is able to encourage consumers to take the desired action. But it’s easier said than done! This is because you are competing with so many others in your industry who are also seeking attention of your target audience.

If you are looking for the ways in which you can draft compelling marketing messages, then you’re on the right page!

What are Marketing Messages?

Whether it’s Apple’s minimalist marketing messaging with short phrases, or Ariel’s elaborative way of spreading social messages alongside brand promotion, it all constitutes a form of marketing message!

A marketing message is a form of communication that is used by businesses to convey specific information about their products, services, or brand. The aim is to capture the audience’s attention, communicate the value proposition, and persuade them to take a desired action, such as making a purchase, subscribing to a service, or engaging with the brand in some way.

 

Why are Marketing Messages Important?

A good marketing message helps your clients in understanding your brand’s main motive and form an impression of your company. The more attractive and valuable your marketing message is, the more will your audience engage with your brand.

Furthermore, your marketing communications signal to your target audience that you have a solution to their problems. Basically, it’s the only way your audience will understand that your product or service is exactly what they require.

For example, a customer decided to switch to organic fruits and vegetables. Then he looks for the companies that claim to sell organic fruits and vegetables. Now, how will he narrow down to that one brand? One that has the most “compelling” messaging!

Types of Marketing Messages:

Marketing messages come in various forms to suit different communication channels and objectives. Here are some common types of marketing messaging:

  1. Promotional message
  2. Educational message
  3. Brand awareness message
  4. Product launch message
  5. Announcement message

 

How to create a Compelling Marketing Message?

Before drafting a compelling marketing message for your audience, it’s important to draft a  marketing strategy. Since this strategy will have well-defined goals, target audience, and the channels you will target, you will be able to draft your messages in the right direction.

Following are a few tips for drafting a compelling message:

  1. Know Your Audience:

As we said, before drafting any message, you need to understand who your audience is. You need to know their demographics, physchographis, preferences, needs, pain points and buying behaviors. Draft your message in such a way that they connect with your message at some or the other level.

Apart from conducting surveys and analyzing customer data, social listening  is one good way to know your target audience better.

  1. Keep It Short:

Attention spans today are shorter than ever, as short as 8 seconds! Draft messages that are concise and to the point.

Your audience is bombarded with marketing content and mostly it’s from your competitors. Thus, important to make your message stand out and one of the best ways of doing that is using as few words as possible. In no way, we are telling you to compromise on the essence of your message!

  1. Use Social Proof:

Are you aware that can average consumer reads 10 online reviews before they make a purchase decision? (1)

Showcase social proof, such as customer reviews, ratings, and endorsements to build credibility and trust. People nowadays rely more on such kind of messaging because it instil confidence in them that they are making the right choice by engaging with your brand.

  1. Use Powerful Words:

Marketing message to customers should sound compelling enough to take the desired action. For this, you must incorporate persuasive and descriptive words that evoke strong feelings. Words like ‘exclusive’, ‘transform’, and ‘free’ can make a huge difference. These kind of words attract the audience, create an impact in their minds and eventually persuade them to take an action.

  1. Call To Action (CTA):

CTA is a prompt that tells the reader what they should do next. As we mentioned, you need to set a goal before drafting your marketing message. For example, if you need to write a social message for a marketing project then your CTA would be “Learn More” or “Donate Now”. On the other hand if your aim is to promote your product/ service, your CTA would be “Shop Now” or “Book a Consultation.”  Make sure your call to action is specific, actionable and easy to follow.

  1. Create A Sense Of Urgency:

If you come across an ad saying “Last Chance! 24-Hour Flash Sale – Save 50% today on all Apparels.” Wouldn’t you be running to grab your favorite pieces? We definitely would!

The point is that you can encourage immediate action by creating a sense of urgency. For example, you can use words like ‘limited time offers’, ‘flash sales’, ‘don’t miss out’, ‘order now’ etc. The logic is simple- deadlines motivate humans to take actions sooner.

Before we end the blog, here are a few quick tips for you:

Ensure your message is optimized for mobile devices, as a significant portion of users engage with content on smartphones.  And by significant, we mean 60% (2) of the users!  And while we have discussed with you the tips to draft a compelling marketing message, don’t forget to keep in mind the latest digital marketing trends.

Conclusion:

Does your marketing message pass the test? If not, don’t worry, now you have this blog as a filter or reference that will help you create the finest message possible. Else you can always opt for professional digital marketing services!

Remember, your marketing message is crucial and your goal is to be heard over the din and provide value at the same time. Now, don’t rush into this. Do make a marketing message strategy first.  After all, effective marketing messages are crafted with clear and concise marketing goals in mind.

By now you must have understood that why exactly is drafting your marketing message so important and that distinct marketing message takes effort and thought.

In case you don’t want to compromise on your core responsibilities and seeking professional digital marketing services in Delhi or anywhere in India, we got you!

With our 25+ years of experience, we can give you expert marketing digital tips and draft attractive and interactive messaging for your brand. Contact us for a free consultation!

FAQs:

An effective message should be direct, memorable, and encourage consumers to take the desired action. It should resonate with the values and beliefs of the audience. It must be intended to support the audience in resolving issues, realizing their aspirations, and satisfying their needs.

Broadly, they asses the short- and long-term revenue a campaign generates. Other than this, they see how efficiently a campaign acquires new customers compared to its cost.

Effective communication has five key aspects:

  1. Practical
  2. Factual
  3. Succinct
  4. Clear
  5. Convincing

To reach your target market, it’s important to ensure who your target audience is (demographics, needs, interests etc.). If your target audience segment is active on social media, consider creating profiles across different social media channels and regularly generate posts that highlight your products/ services. To boost your digital visibility, create a website and use search engine optimization (SEO) strategies like keyword optimization, internal linking, external linking etc.

Author

  • Channel Technology

    Channel Technologies (CT) has been promoted by two professionals, Ajay Manchanda and Niraj Davar with a combined management experience of more than four decades.

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