Our goal here at i7 Marketing is to ensure that your business is reaching its maximum potential in connecting with your current customers as well as reaching new ones. Over these next few weeks we are sharing our approach to marketing that make up our seven pillars of marketing – thus i7 Marketing. Last week we shared our first pillar on how to identify your marketing strategy and goals. This week we move toward the marketing message that needs to be created.
Build a valuable brand by branding what is valuable about you. ― Ryan Lilly
Pillar Number Two:
Individualize your message and your means of sharing your marketing message. What makes your business uniquely suited to meet your customers’ needs?
Do you remember when your child first asked, “Where do babies come from?” Once the shock wore off, an answer was required. Many parents then ask, “Where do you think they come from?”Image Source: ClipArtBest.com
And the answer is usually something regarding mommy and daddy kissing and then a baby appears. And many parents say, “Yep. That’s exactly how it happens.” Why is that? Are we a bunch of lying, uncaring parents? Of course not, but we know that our child may not be ready for the reality of it - or even able to understand it. So we craft a message that helps them along the way until they are ready to hear more.
Crafting your marketing message is similar. It is important to provide a message that peaks the interest of our consumers as well as meet a need. Remember this slogan:
Plop Plop Fizz Fizz - Oh What a Relief it is.
The message is simple: Having indigestion? Take an Alka Seltzer because it provides relief. It doesn’t need to go into all the details of how it works; all that matters is that it works. A little plop-plop, a little fizz-fizz and next thing you know – you’re feeling better.
Crafting Your Message
The message about your product or service needs to be tailored to reach to your audience. The crafting of your message should be the fun part. It should be creative, engaging, and reveal a little about who you are and what you are about. The more you know about them and their needs, the higher your potential response and conversion rate.
Your message will need to address three things.
- Appeal to your audience’s emotions to evoke an emotional response. You can start by empathizing with their problems or unmet need. Show them you understand how they feel. The first question people ask themselves about a product or service is: Is it attractive to me? We’re not talking physical attraction (although there is something to be said about packaging), but am I drawn to this product? By doing so, you’ll build trust and engage your audience to read or listen to the rest of your message.
- Emphasizes how your product or service can benefit your audience. The first question people ask themselves about a product or service is: Is it attractive to me? We’re not talking physical attraction (although there is something to be said about packaging), but am I drawn to this product? This includes showing them how your product or service solves their problem and benefits them afterwards. Your words and images need to illustrate how their lives can improve after they purchase your product or service.
- Provide credibility. This can come in the form of customer testimonials, endorsements by leaders in the industry or research studies. You can also include case studies or success stories. Credibility solidifies your audience’s belief in your product or service. It also justifies making the purchase.
Take notice that these three steps are in this specific order for a reason. We are living in a post-modern world and the first thing people want to know is if something is attractive. Starting with quality or longevity isn’t what will initially draw people to your product or service. It is of utmost importance, but it isn’t what drives most people to purchase. It is usually the last thing they look at. They assume that if you are in business you have a quality product, but before they ever check out Angie’s List or TripAdvisor or Yelp or some other online review site, they have to be drawn to what you have to offer and believe they will be benefitted from it. It is up to you to ensure that your product or services are of the highest quality.
Feel free to Contact Us so that we can partner together and create for you and your business a successful marketing campaign.
1. Identify your business goals and practices with a clearly stated, comprehensive look at where you are and where you want to be. - How to Identify Your Marketing Strategy and Goals
2. Individualize your message and your means of sharing your market message. What makes your business uniquely suited to meet your customers’ needs? – How to Individualize your message to reach your audience.
3. Incorporate your message into a whole-business approach for clarity and for momentum. – How to incorporate your message into a whole-business approach.
4. Integrate your message, goals and practices into a strategic plan that outlines your potential market opportunities with the resources you have available. – How to Integrate your message, goals and practices into a strategic plan.
5. Implement the best strategies for reaching those goals. - How to implement the best strategies for reaching your small business goals.
6. Invite your customers to learn more through providing information and a clear benefit. - How to invite your customers to learn more about your small business.
7. Incrementally review your goals and strategies and build on success. - How to incrementally review your goals and strategies for maximum success.
We are an internet marketing and SEO company offering integrated marketing solutions, specializing in online strategies for connecting you with your customers. Identifying and implementing best practices for your business are what we do best. Be. Found.