Getting your message right for your business takes time. But, how much time did you actually spend refining your message? Does your audience understand what it is you are trying to say? Or are you confusing them?
We all want things to be simple and easy, the chances are, our customers also want things to be straightforward. If you invest some time into simplifying your message, the customers don’t have to exert their energy on decoding your message. This would encourage the customers to choose your business over your competitors whose message is confusing or misleading.
In this article we are going to explore the 4 crucial tips to get your messaging right.
Tip #1 Know your target audience
Finding your target audience means to figure out what kind of people are most likely to be interested in your product or service. Not knowing your audience is like not knowing where to aim when shooting arrows. You will be able to shoot it into the void no doubt but it doesn’t mean you’ll catch anything. It’s the same for marketing, if your message doesn’t have any target, it will not yield the outcome you’d want.
So, you have to first look at your current customers. Who is buying your product or services right now? What kind of pain, obstacles, desires and needs are they experiencing? Listen to your customers and engage in conversation, that’s how you’ll get a better vision of who your target audience is.
Once you have a better view of your target audience, it’s time to look at your competitors and see who they’re targeting? What do customers stand to gain from choosing you instead of your competitors? Answering these questions can help you find your niche, which can allow you to develop a more refined, relatable message to your customers.
We need to stop thinking about transactions and more about customer transformation!
Tip #2 People buy emotionally and justify it logically
Your customers buy your product or service because it makes their emotional state transform, whether that is making them feel happy, peaceful, excited, less anxious…it’s endless!
Think of it this way, your customer doesn’t want what you have to sell, they want how it will make them feel, how it will make them change. By knowing this formula, you will be able to better serve your customers, bring more value to them and in turn achieve your goal.
The faster you realise that people buy things emotionally and not logically the better. We all want to believe that we buy things logically, it makes us feel like we are in control. We will make a pro and con list, check all the specifications, read the reviews, but in all honesty, if something catches our eye and we love it, logic goes out the window. At the very least, we end up using logic to justify why we should get that product or service.
A lot of businesses get caught up in targeting the logical side with data because it’s what THEY care about, and forget about appealing to the customer’s emotion and bringing more value into the lives of their audiences.
Seth Godin hit it nail on the head when he said, “Marketing is the generous act of helping others achieve their goals”.
Tip #3 Complexity is the enemy of execution
You’re busy, your suppliers are busy, your customers are busy. Everyone is busy, that’s a fact of life.
So why do most businesses make it hard for the customer to understand what it is they do? The audience does not have time to decode marketing messages that are convoluted, contradictory, unclear and filled with jargon.
Have you ever been to a website to find a service you need, to leave the first page within a minute because it isn’t clear what the Business offers or who for? Chances are you have.
By keeping things simple and straightforward, it reduces the chance of your customers getting confused or your message being misinterpreted. The last thing you want to do is make your audience feel stupid…because they’ll just go to a competitor that doesn’t.
As we always say, “Complexity is the enemy of execution”.
Tip #4 Consistency
Now that you have a message that says the right thing (it addresses the pain points, challenges, desires and needs of the customer), it’s time to evaluate if your messaging across the board is consistent. There is nothing more confusing to customers than seeing one message promising one thing and when they go onto your website they are saying something completely different. Consistency is the key to earning your customers trust.
We always recommend creating a Single-Minded Proposition, a one-liner that encapsulates your entire message, simply and concisely. This is a statement, you want to drill into the mind of your customer everywhere they see you. You want to become synonymous with this message.
Here are some great examples:
Nike: Just Do It.
DeBeers: A Diamond Is Forever.
McDonalds: I’m Loving It.
Tesco: Every Little Helps.
From your social media, your public networking, your online videos to your website. It all has to be congruent.
Get your messaging right….in conclusion.
Following these 4 crucial tips will guide you in the right direction and help you come up with a simple yet refined message that encapsulates your business, product or service.
As always, if you need any help get in touch and we can schedule a free consultation over a virtual coffee.
Always remember to keep things simple, and think about what your audience needs to hear, the reality is, this may not always be what you want to say.
As a challenge, what is your message in one sentence? Let us know!
-A bit about us-
MIC Animation create bespoke and brand tailored #ExplainerVideos and #AnimatedContent that grab your audience’s attention.
Combining animation with a jargon-free philosophy delivers crystal clear messaging to the hearts of your audience. MIC creates content ranging from small internal HR animations all the way through to animated educational content for children. In their short history MIC have created content for your small local business all the way through to global brands such as GKN, Maritime Transport and Greene King.
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