The Key Role of Brand Messaging
After Targeting, the second major element of our Basic Marketing Formula considers brand messaging. In other words, once you know who you want to talk to, answer the question, “What do you want to say to them?”
In our Local Marketing Blog, we’ve previously discussed the Art & Science of Marketing. And we’ve established that while targeting and reach have largely become scientific endeavors, messaging strategy is really still very artistic in nature.
Cut Through the Clutter
Messaging strategies are, by nature, unique to the value proposition your business represents for its customers. But sometimes it’s easier to talk about the Don’ts before you get to the Do’s.
Things to avoid in messaging strategy:
- Buzz Words/Phrases
- Passive (Vs Active) Language
- Technical Terms
- “insider” Terms
Things good brand messaging accomplishes:
- Relates to Your Prospect
- Identifies the Real Problem You Solve (from a Customer Perspective)
- Explains Your Solution
- Visualizes Success
One of the better processes for developing messaging we’ve seen is the concept of Story Branding, conceived by Donald Miller.
How Messaging Strategy Fits In With the Overall Marketing Formula
As you consider messaging strategy, realize it’s only 1 element in our basic marketing formula:
TARGETING + MESSAGING + REACH = RESULTS
Once you know who you want to talk to, and what you want to say to them, the next step in the process is to determine where and when to say it to them for best results. We explore that further in this related post.
Here is a quick reference to all the posts in this Marketing Formula 101 series:
MESSAGING (This Post)
REACH (The Next Post in This Series)
We Invest In You Before You Invest In Us
If you’d like to talk more about our Basic Marketing Formula, we’re always happy to schedule a free initial marketing consultation. Or connect with us in whatever way works best for you.