Your marketing message is one key in getting good return on your marketing dollar. So what are you trying to say? First off, there are several pitfalls to avoid:
- Too many messages in one place.
- Too many messages period.
- Changing the message frequently.
Tip #1 – Be consistent! Keep your message the same and frequent for an extended period of time. How long? Well, it depends. Maybe you are running a limited time offer campaign and need a message just for a few weeks or maybe you have a company slogan or tag line that you will run for years.
Tip#2 – Reach for your target audience’s emotions. We are emotional creatures and people buy many things for these reasons. Give a sense of how it will relate to your customer’s life, how do they see themselves? Would they buy a Honda or a Hummer? Is it a sense of fashion, security/safety, family? Craft your message to push these buttons.
Tip#3 – Be clear! Make sure that people know what you are talking about and keep the technical jargon out of your message. Test it out! Try it on with your Grandma or your hippie neighbor.
Tip#4 – Run with one theme over several marketing layers (see previous post). Keep your message the same on your vehicles, ads, direct mail and web stuff.
Don’t over complicate things, choose one good, simple message and it will serve you well.