If you’re an entrepreneur or a business owner, you are very familiar with marketing your products or services. In most cases, you make a brochure, put up an ad, send out an email newsletter or cold call potential customers. How effective these activities are is dependent on your messaging. A clear and simple message is vital to your success.
It’s a crowded marketplace, and we are bombarded with so many marketing messages at our every turn throughout the day. To stand out and really capture someone’s attention, we have to ensure that our message is clear and to the point. Very few companies get this right; in fact, it’s an art form. But, if you can be compelling in just those critical few seconds, then you can be extremely effective in what matters most … sales.
It seems people have far less time now than ever. We are always in a hurry, and we have so many options available. We no longer have to sit and watch a message that we don’t like on television; we can switch the channel! We can always click to a new website or scroll further down on our social media feed. We have become so good at subconsciously blocking out noise that we don’t like; we simply just ignore it. Attention deficit has become part of our vernacular.
So keep this in mind when you’re trying to get a message across. Try to respect people’s time. Demonstrate that you understand their time constraints. Make your message simple and clear, and make it engaging and relevant, right off the bat!
Here are 5 tips to get you started:
1. Go back to your business plan. Know exactly who your ideal customer is before you create your marketing material. Be aware of their language, and do not use jargon or phrases that they don’t understand. This is a very common mistake. When you confuse people, you lose people. Unnecessary verbiage can be a real turnoff.
2. Test your message. It can be really beneficial to have a sounding board, preferably someone outside of your inner circle. By presenting your message to people who don’t share the same expertise, you can better assess the quality and deliverability of the message. If the message is unclear, or they find it not engaging, irrelevant, or have other flaws, don’t publish. Go back to the drawing board!
3. Do not include everything. Ensure your message leaves out some of the key features, benefits and valuable things about your product or service. In your message, focus only on the main thing that your offer provides. Dwell on the main thing your target audience cares about. Find that and use it as your point of entry. Reel them in … you can explain all the details later.
4. Make your message stand out. You can do this with text, photos, illustrations, graphics, videos or colors. Use short, simple and catchy titles. It can be funny, or you can play on your audience’s emotions. Again, know your listeners and viewers, and know what triggers them.
5. Always keep tweaking your message. This is critical today because with online marketing, you can track everything. Test new headlines, test new angles and look at the stats. Numbers don’t lie. Keep testing until you have something that you know works. You have to test a lot of variations before you end up with a super sharp and clear message that totally rocks!
I know these five tips can be difficult, but learning these skills will serve you well. You will have to do research and get feedback from people outside of your group. But if you put in the work, it can be a game changer!
I would love to hear from you. What type of message are you trying to convey? Who are you trying to reach? Let’s discuss it right here in the comments and maybe I can help you clarify things.
Let’s move forward…
– Casper Stang