How to Craft an Effective Marketing Message

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Your marketing will only be as effective as the words and images you use to get your message across. Together, these make up your marketing message and will ultimately determine whether or not your marketing succeeds.

Know Who You Are Talking To

Getting your message in front of the right person has a lot to do with determining exactly whom that right person is. Without targeting your message, you run the risk of trying to reach everyone and many hours and marketing dollars will be wasted as a result.

This is where buyer personas come in. Buyer personas are simply profiles of your idea customers that lay out who your ideal customer is, what they need and why they need it.

Important elements of the buyer persona include age, gender, education, financial situation, profession and buying habits.

Know What They Want to Hear

It may seem selfish, but your target customers only care about themselves and what they need to accomplish. So, if your marketing message isn’t carefully crafted to demonstrate how their needs will be met with your product or service, you run the risk of turning them off to your product and business altogether.

Regardless of the features your product or service may include, if they don’t directly solve your target customer’s problems, you will end up having to spend more time and money trying to market your product or service in the way that you see fit and hope it will eventually reach them.

This will take up a considerable amount of time and cost significantly more money (the kind of discretionary funds usually reserved for multinational corporations) to only generate hit-or-miss results.

Author of the upcoming book, “Your Next Email Campaign”. I’ve been an editor and copywriter in the business-to-business marketing industry since 2007. I enjoy providing small business owners and self-employed individuals with the tools and resources necessary to help them succeed in a landscape dominated by larger competitors.
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