Now that you know a bit about your target market, where to reach them and how, you’ll need to craft your messaging. Clarity is very important when creating your marketing message. The average consumer sees about 3,000 marketing messages per day, so the clearer your message, the better chance it has to stick in their minds. Brands who use very cluttered messaging confuse their customer with too much content and will simply force them to move on to the next message.
Identify the top three things that are important to your customer when it comes to your product. Are they tangible things - price, quality, ingredients? Are they intangible things - safety, tasty, sexy? For example, if you wanted to buy light bulbs, what are the most important benefits of buying a simple light bulb? Most would argue that they would be tangible benefits: price, quality, longevity.
Price - I don’t want it to cost an arm and a leg to buy a simple light bulb.
Quality - I want it to be good quality, so when I get home I know it will work.
Longevity - I want this light bulb to last a long time because it’s a pain in the butt to change.
A good rule of thumb is to address the top three things that are most important to your consumer. Don’t bog them down with every little thing that makes your product or service amazing. They won’t remember and they won’t care. Addressing all benefits of your product or service in brochure form or on your website is absolutely necessary, but in terms of using all benefits in your marketing message, it’s overkill.
So now that you know the top three things that are most important to your target audience, you can decide if those things achieve a goal, desire or help them solve a problem. Now it’s your job to show them how your product or service can do just that.
Your target audience does not want to know how amazing your product is or how great you are. You target audience wants to know how your product can either achieve a goal or desire they have (make them feel or look sexy, lose weight, run faster, etc.) or solve a problem they have (help them get stains out of their clothes, keep the car clean, keep their belongings safe, etc.). It’s all about them, not about you. Acknowledge a desire or problem they have, and then show them how your product fulfills that desire or solves that problem. Bonus points if you can show them how it solves their problem while saving them money and making it convenient for them to use or buy your product.