8 Things You Shouldn't Do When Creating Marketing Messages | Melotti Media

8 Things You Shouldn’t Do When Creating Marketing Messages


A common challenge all businesses face is crafting the perfect marketing messages. 

This is because it seems easy but can be deceptively difficult. You need to explain how you provide a relevant and valuable solution to a customer’s problem without boring or confusing them, while aligning with your overall marketing strategy and brand positioning. 

Hard, isn’t it? It’s no wonder why brands struggle to promote their products and services with a compelling marketing message.

To help you create ideal marketing messages, here is a list of mistakes to avoid. 




Prefer to listen, rather than read? Here’s the Podcast summary!



What is a marketing message? 


A marketing message is an essential element of your business’ marketing that uses words to capture people’s attention and motivate them to take up your call to action, converting them into paying customers.

Writing effective marketing messages allows you to speak to your audience in ways they can understand, can relate to and find value in. These messages communicate that you have the ideal solution they need for their pain points, together with the promise of a great customer experience.  

These messages communicate that you have the ideal solution they need for their pain points with the promise of a great customer experience.



What does a marketing message need?


Each marketing message is made up of three important elements: 

  • A positioning statement – which is the main theme of your marketing message 
  • Supporting messages – that provide the benefits of your products and services, along with how your business differs from competitors  
  • Marketing copy – which are the words you use in your marketing content to communicate your value   

For more, read: How To Create Effective Marketing Messages 

The task of copywriting marketing messages isn’t straightforward but is definitely worth spending the time to get right. 

When writing a marketing message, you have to consider a lot of aspects such as your own branding, your audience’s preferences, the market and your competition – all without compromising your goal of selling products and services. 

But it is possible, so long as you avoid the following common marketing mistakes. 




What are the 8 things you shouldn’t do when writing marketing messages? 

Generating responses from your marketing messages requires a deep understanding of your audience, sharp marketing skills and an aptitude for writing.  

Just remember not to do any of these:

1. Not performing customer research 

How do you know what kind of message will appeal to your audience if you’re not actually aware of their needs and interests?  

Research will help you understand your customers’ pain points, so you can develop the ideal solution that will help them and communicate it in ways that will resonate. 

See: Is Your Copy Scaring Your Audience In 5 Ways 



2. Forgetting to humanise your marketing message
Businesses can often write marketing messages based on their own internal knowledge and forget that these marketing messages are actually meant for your audience.  

Your customer doesn’t know your brand or products as well as you do. So, refocus on how your brand is beneficial to them, how you can be relatable to their circumstances and how your products are aligned to their values.  

For more, read: How To Re-Humanise Your Marketing 

Your customer doesn’t know your brand or products as well as you do. So, refocus on how your brand is beneficial to them, how you can be relatable to their circumstances and how your products are aligned to their values. 


3. Crafting a marketing message without a Unique Selling Proposition (USP) 
A Unique Selling Proposition (USP) is what makes a marketing message stand out. It captures your audience’s attention by emphasising what makes you innovative and special to them. 

Without a USP, your marketing message will get lost in the clutter of noise.  

See: How To Develop A Marketing Message Strategy For Your Brand 




4. Not focusing on specific audience 
Not everyone is your ideal customer. So, creating a marketing message for a mass audience may not get the traction you were hoping for. 

Instead, it’s best to write a marketing message that will focus on your
niche – targeting them with value-adding content that is suitable to their specific needs. 

For more, read: Is Your Content Disappointing Your Audience 

It’s best to write a marketing message that will focus on your customer niche than try to be everything for everyone.

5. Using common phrases and buzzwords 
“We have the highest quality of service…” “Our products are the best in the industry…” “We are the market leaders in…” 

Are you bored? Well, your audience is tired of hearing those same phrases too. Almost every company uses them anyway, so they don’t hold much credibility anymore. 

Also, be careful when using buzzwords. Applying them into your marketing message may help you be topical and current – but it can also bug people too! 



6. Causing message fatigue 
Thanks to advancements in technology and digital marketing, your marketing messages can easily reach people in just a few clicks. Today, delivering frequent messages across all available platforms is now very simple. 

While you may think this is beneficial, you should also consider if it’s becoming tiring for your audience – especially when you’re repeating the same message across multiple channels. 

This is a hard balance to get right!

To prevent them from getting sick of you, devise when it’s best to send marketing messages and how often. You can also modify your marketing messages depending on which channel you’re using.

7. Not paying attention to your current customers 
If your marketing messages are only focused on capturing new customers, you’re overlooking another important segment – your current customers. 

Appealing to these current customers will encourage repeat business and turn them into advocates.

8. Trying to write your own marketing content 
While writing your marketing content inhouse can appear to be a cheaper alternative, you may be missing out on leveraging the experience and expertise of a professional marketing copywriter to help you craft powerful marketing messages.

Creating marketing messages is challenging, but it’s an essential part of making your brand successful.  

If you want to present your products and services in a value-adding way and achieve your intended response, you must invest in developing your marketing messages.  

After all, they hold the key to bridging the gap between you and your customers.  




Are you finding it hard to craft marketing messages on your own? 

Strong marketing messages deliver results, but writing them requires experience, expertise and marketing knowledge. 

We understand it’s not always manageable, especially when you have other urgent matters to attend to. 

Luckily, you can always rely on freelance marketing copywriters to assist you if you’re finding it hard to create marketing messages on your own. 

Message marketing copywriters with Marketing backgrounds are professional content writers who can help you create the right types of marketing messages that draw more audience attention, engage more customers and achieve more profitable results. 


How can Melotti Media help you?   

We understand that you want to achieve business success through marketing messages.
However, you may find that you’re time-poor and spread thin or you still have a lot of unanswered questions.    

You don’t need to worry!     

At Melotti Media, we can assist with all your message marketing and copywriting needs while you focus on what matters most to you – growing your business.       

Let’s start earning the results your business deserves!    

To speak to your trusted message marketers and copywriters, email us at enquire@melottimedia.com.au    

We can sharpen your words to achieve your goals today!

The Melotti Media Team 
Melotti Media | Copywriting & Message Marketing Bureau  



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