The message your brand communicates is an essential part of your marketing. Whether you’re trying to sell fishing rods to fishermen or life insurance to orthodontists, your messaging must align with the needs of your target audience and brand values. All of your branding and marketing efforts should effectively demonstrate how your business can solve your audience’s problems or add value to their lives.
To make a connection with your audience, highlight the essence of what your company does in a clear and compelling way and address your audience’s pain points. Many marketers get wrapped up in their own story, emphasizing all of the features their company has to offer without paying proper attention to what it is that prospects actually need and how their company can fulfill it. Therefore, identify your company’s unique selling point and present it in terms of how your audience will benefit. For example, if you discover that most of your potential customers value saving time above all else, emphasize in your brand messaging how much more time your customers will have for productive work or relaxation thanks to your product’s ability to save them time. Talk less about other features and benefits, which may be nice, but not of primary concern to your prospects.
Here’s a three-step process your company can use to craft a marketing message that will resonate with your target audience:
The message your brand communicates is an essential part of your marketing. Whether you’re trying to sell fishing rods to fishermen or life...