How To Create Effective Marketing Messages

Every marketing campaign and branding strategy revolves around communicating with an audience – this means your marketing must have a definite message. 

But do you really know what your marketing message is?  

Powerful marketing messages are more than just your brand history, features or a tag line. 

Businesses need to develop a sharp marketing message that demonstrates relevant value to customers and delivers it in a way that engages and inspires an audience to act. 

Here’s your guide on how to create an effective marketing message. 

What is a marketing message? 

A marketing message is the specifically chosen communication style you share with your audience which explains that you provide the best solution to their pain points together with a value-adding customer experience that’s worthy of their trust. 

Simply put, your marketing message is all about speaking to your target audience in a way they understand, can relate to, and find value in. ​

Your marketing message is all about speaking to your target audience in a way they understand, can relate to, and find value in.
​

Since your marketing message is something you’ll say when you’re selling to customers what you do, you must write engaging and powerful statements that will grab their attention and influence their emotions. 

How does an effective message influence a customer? 

Your business’ marketing message has one important purpose: to convert strangers into brand advocates. 

To achieve this, you must craft a relevant, evolving and compelling message that makes people think and feel emotion. ​

Your marketing message can come in many forms, from blogs to advertising copy – but it always works together with your brand to inspire an audience. 

Why, you ask? Simple. 

An effective marketing message sparks curiosity, allowing people to confront their problems and look for solutions in what you do. 

A powerful marketing message triggers your audience’s emotions. It enables your brand to reach them on a personal level by allowing them to feel that you understand their concerns and you care.

Keep in mind that creating a message that resonates with your audience can make a difference between the success or failure of your marketing and overall business. ​

Why is a marketing message important for your business? 

Marketing goes hand in hand with a message - that’s why businesses like yours need to spend time developing your messages. 

Here are the main reasons why you must focus on crafting an effective marketing message: 

1. An effective marketing message connects you to your audience. 
   
   Your consumers are busy with a limited attention span. With the right message, you can clearly let them know about your business and how you can offer value. 
   
   
2. An effective marketing message gives you an edge against competitors.  
   
   The right message can make you stand out by stating what it is you offer that can’t be found elsewhere. 
   
   
3. An effective marketing message earns your business better results.  
   
   Businesses who focus on crafting customer-centric messages tend to do well and get positive returns. Some good examples are listed below. ​

An effective marketing message sparks curiosity, allowing people to confront their problems and look for solutions in what you do. 
​

Examples of effective marketing messages that companies use in their strategies: 

• Nike’s “Just Do It”
  
  It succeeds in addressing the core issues that bothers its audience – When should I start exercising? Will I be able to achieve my fitness goal? Can I really do it?  
  
  Nike’s message has encouraged consumers to push themselves beyond their limits and has motivated them to do it, most importantly, using their shoe products. ​

• Coca Cola’s “Choose Happiness” 
  
  The company’s summer campaign in 2015 centred around this message. 
  
  ​Coca Cola has consistently associated itself synonymously to joy and fun (remember, “Always Coca Cola”?). In doing so, it has left a distinct impression that every time people buy their drinks, they will feel better and happier. ​

• Uber 
  
  All you have to do is look at Uber to see how effective their messaging is for every one of their services. We can let these images do the talking.

So, how can you create an effective marketing message for your brand? ​

How to create an effective marketing message 

Your marketing message will greatly impact your audience’s purchasing decisions.  

The message within your marketing will make or break how you communicate with your customers. So, it’s important to spend time getting the words right. 
​

To communicate well and keep your brand in front of your audience, here are some important things to remember when crafting a marketing message: 

1. Identify your target audience 

How can you deliver an effective message when you don’t know who you’re speaking to? Define your buyer personas and make sure to speak in a relatable tone when delivering a marketing message to them. 

For more, read: How To Know Your Customer: 11 Insights Into Behaviour You Need To Know  

2. Address your target audience’s main pain points 

Consumers don’t care about you unless you start caring for them. It’s necessary to know their challenges so you can answer them with your marketing messages. 

See: How To Correctly Address Your Customers’ Pain Points 

3. Clearly state your benefit-driven solution 

Don’t talk about you. Instead, focus on making your customers understand what’s in it for them. Let your marketing message emphasise the advantages they will gain in choosing your business to solve their problems over others. 

For more, read: Why Does Copywriting With Benefits Engage Your Audience More Than Features? 

4. Present results 

A straightforward marketing message will capture an audience’s attention - so don’t be vague and generic. State clearly what kind of solution they should expect from you – is it a 90% increase in web traffic? A weight loss in 7 days? Or more streamlined processes? ​

5. Tailor your marketing message to each channel 

What works for Facebook may not be effective on LinkedIn, just like a brochure is different to a website. For your business to engage people in their own terms, make sure your marketing message is adapted according to your audience across each channel. 

See: 7 Types Of Content Themes You Should Add To Your Content Marketing Mix 

6. Be authentic 

Work on differentiating your business through authenticity. Discuss the unique benefits you are offering that your competitors don’t have in a genuine way that people can relate to.  
​
For more, read: How To Build A Unique Brand Identity ​

You’ve seen the importance of an effective marketing message and how it can help your customers progress along their buying journey. Yet, it’s still possible for businesses to get caught up in delivering a complex and loose communication that may end up pushing your audience away. 
​
Therefore, to create an effective marketing message, you can get the assistance of a marketing copywriter professional who can help you produce the right types of statement that will impress your audience. ​

Ok, it’s now your business’ turn!  

A marketing message is a powerful tool in strengthening your branding and forwarding your overall marketing strategy. 

However, we also understand that it is not always manageable to do one, especially if it’s not your expertise.  

Luckily, you can always rely on freelance copywriting experts to assist you if you’re finding it hard to write a marketing message on your own.  ​

How can Melotti Media help you?    

We understand that you want to achieve business success through a quality marketing message.  

We also know that you’re time-poor and spread thin, and it’s possible you still have a lot of unanswered questions.   

But you don’t have to worry!    

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

Let’s start getting the results your business deserves!   

For more information or to speak to a trusted copywriter, contact us now at enquire@melottimedia.com.au   ​