Is your messaging immediately intuitive, relevant, and credible?
There is a systematic approach to developing great messaging. This same approach is practiced by leading companies across globe, including those which top our Fortune 100 list: Walmart, Apple, General Motors, Facebook, and others.
While it is not possible to reveal the processes and methodologies used by these leading companies in this single post, let me share with you a few proven practices.
Follow the eight (8) guiding principles listed below to improve customer acceptance and conversions.
1. Imagery must be attractive and appealing.
Whether it be a :30 commercial, an oversized poster to be displayed in your storefront window, or a product sales sheet, your media must be eye catching and have holding power.
Remember, keep it simple and remain true to your brand essence.
2. Messaging must be singular in focus.
This is a challenge for many marketers as we’re tempted to tell everything we can about our company’s products or services. Unfortunately, we only have a fraction of a second to create a lasting impression. To break through the clutter, make sure your messaging is singular, relevant and credible. Remember, your audience is just a click away from moving on.
3. Messaging must be built on an accepted consumer belief (ACB).
At the core of your messaging must be a consumer understanding. Do you have an intimate familiarity with your customer and can you clearly define the unmet need or major frustration that you’re trying to solve?
Examples of ACBs:
- Stopping for gas takes too much time and interrupts my trip.
- Unsure if teeth whitening agents are safe.
- Soap dries my skin
4. Messaging must be benefit driven.
The benefit statement is the promise which answers the question: “What’s in it for me?” The benefit should be competitively distinct and important to the consumer. It is about how you, better than anyone else, best fulfills what is described in the ACB.
Examples of Benefits:
- Crest™ makes dental checkups easier.
- No more embarrassing static clean with Bounce™.
- Have it your way at Burger King™.
5. Messaging must be believable.
We all have been disappointed by companies and products not delivering on their promise. Because of a hypersensitivity to “marketing puffery,” without giving your audience a reason-to-believe (RTB) your messaging is little more than an empty promise. Effective use of RTB statements helps you overcome those objections.
- Recommended by the American Dental Association.
- J.D. Power award winner for three consecutive years.
- A New York Times Best Seller.
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6. Tell your customers what you want them to do.
Your goal is to move your audience through the funnel to convert. A call-to-Action is a core component of any persuasion-based effort. It is a message that instructs your viewer to carry out a specific action.
- Buy Now
- Donate Now
- Click Here
7. Offer incentives to increase conversions.
To overcome barriers to purchase offer an incentive. Naturally, the greater the value, the greater the conversion rate. A purchase incentive may be in the form of a traditional price discount, guarantee of satisfaction, or creating a sense of urgency.
Purchase Incentives Examples:
- $50.00 OFF on your next car tune up.
- Pizza delivered in 30 minutes or its FREE.
- Hurry. Only 20 seats remaining!
8. Review, refine, and relaunch.
After every campaign conduct a critical review to determine what went well and what didn’t. Learn from you mistakes and build on your successes. To improve your learning, review what your competitors are doing and even businesses in other industry.