Masterful Marketing Step 3 - Creating messaging that sell.
With digital media spend booming, modern marketing offers a plethora of ways to communicate your brand and messaging to your target audience. Our previous article in this Masterful Marketing blog series, There’s Creativity in Content, examined how to differentiate yourself from your competition and capture the attention of your target audience. Now that you have their attention, what do you say to them?
Create sales messaging that resonates with your target audience, that solves a problem for them, messaging that sets your business apart from other offerings in the market. Perhaps the most underestimated factor in marketing planning, this article will unpack how strategic sales messaging can greatly increase the conversion rate, and consequently the Return-On-Investment (ROI) of your campaign.
Maximise Your 0.5 Second of Fame
Time is limited, and expensive. In the scrolling age, audiences have developed a sixth sense of diverting their attention away from the wave of constant ads that bombard their every glance. As a consequence, businesses have only a brief moment to get to the point, leave a lasting impression and push for purchase. The placement and aesthetics of your ad will only get you so far, it’s your message that carries the weight of conversion.
To maximise conversions in the space of a moment, an experienced media specialist will craft sales messaging that is short and succinct while capturing your brand offering. In the example below, Uber cleverly promotes their new Uber Premier service through a play on words with ‘ride to the occasion’.
Why it works: It is short and to the point, while alluding to a commonly known phrase and suggesting the Uber service is better than competitor offerings. It also highlights the ‘occasion’ purpose, a reason people would need to make a booking, followed by a simple call to action.
Be Benefit-Oriented, Rather Than Features-Heavy.
All communications from your brand should be benefit-oriented rather than features-heavy. By taking the customer’s viewpoint and clearly communicating what’s in it for them, you step outside the role of corporate salesman and inject relevancy into your product or service. The recent Ford Everest Sport campaign is a good TV media example, where a son asks his father where babies come from. The father then calmly explains in almost scientific terms the process while driving through the bush towing a boat, then driving through a river before going off-road on tough terrain.
Why it works: The TV Commercial leverages humour to resonate and engage with fathers and also to act as a cue towards the final, succinct, ‘handle any situation’ messaging. While the ad could have just easily listed the horsepower, suspension and many other features of the car, alternatively it has used sales messaging to focus on the benefits – being able to tow a boat (or any jet ski, caravan etc.) through any terrain to get to your desired destination. It also has a subtle reference to improving your confidence, adding an aspirational flavour.
Informal, Familiar Language is Key
When selecting words to convey your unique selling points, know that clarity in sales messaging is essential. It is all too easy to use industry terms or complex phrases that may be accurate descriptions of what you do, but mean nothing to your target market. Familiar language resonates with your target audience, to place it contextually from their perspective.
No Further Explanation Needed
The art of writing impactful sales messaging is in the balance of capturing a brand’s personality and communicating multiple benefits of a product or service, while maintaining simplicity. The Facebook ad example from Powershop Australia demonstrates best practice sales messaging in social media, clearly differentiating the business from its competition to maximise conversion rate.
Why it works: The sales messaging clearly communicates the offer (no lock-in contract), the benefit (100% carbon offset power) and the brand personality (if you don’t start feeling a little proud, we won’t force you to stay) all within Facebook’s strict text restrictions. The choice of the word ‘switch’ incites action. There is no consumer confusion, and no further explanation required.
In marketing, micro changes can cause big improvements, and sales messaging is one element of your campaign that can be tweaked and A/B tested to drastically improve your ROI. Engaging, memorable messaging connects with your target audience and portrays the value of your offering. Keep it short, succinct and relevant to the problem it’s solving for consumers.
As Henry Ford once famously said, “vision without execution is just hallucination”. For the next step in our article series, we explore the impact of implementation. Follow us on Facebook and LinkedIn where we will be posting Masterful Marketing Step 4: Media Delivery Matters.
Need some recommendations? Get in touch with a media specialist to discuss how sales messaging can drive business growth.
Cathryn Irvine is a marketing specialist and the founder of Deep See Marketing. With experience ranging from Telco to retail and digital to direct marketing, Cath's creative foundation has delivered significant revenue return for her clients.
Cath is also certified in digital marketing and Google analytics