Yes, there is a reason you are not getting the marketing results you want; but are you brave enough to say it is your messaging strategy?
Maybe it is a simple as you are using sales messages instead of marketing messages.
As you may know, developing an effective “sales and marketing messaging process” is not easy — and it’s not rocket science either. This is where Scientific and Conversion Marketing blend, getting better results within this message heavy world.
The basics are this: If at a minimum you ensure all conversations and decisions about your messaging are centered on customer insight (awareness), relevance, and benefits, you will successfully differentiate yourself in the eyes of your reader. This single approach is one of the crucial changes you can make in your messaging to improve results — and the great thing is, it doesn’t cost more money to do so!
Most people in business develop their brand focused on basic business concepts like their mission, their marketing message, and their business model; and do you know which part of that process causes the most grief, stress, and more than a few hours of lost sleep? It wasn’t understanding and communicating their mission, and it wasn’t choosing a business model. It was figuring out a marketing message and how to communicate what you do in a way that is clear, easy to understand, and in alignment with your mission and values.
Why Is Crafting a Succinct, Powerful Marketing Message So Difficult?
A marketing message is simply a tool to open the door to a deeper conversation with someone — a tool to spark interest in prospects who may be ideal clients — a short 1-2 sentence story about who you serve, the benefit you bring, and why it would be awesome to work with you or buy your product!
Why Timing Is Crucial
But I think too many people, especially solopreneurs and new entrepreneurs, don’t realize it’s just a tool. Instead, they think their marketing message has to be perfect right out of the gate, and that if they just “get it right”, it will magically win them tons of new clients.
I hate to be the bearer of bad news, but it just does not work like that. So they stress out, second-guess, critique, change, rewrite, freak out, second-guess themselves, and rewrite it some more.
Unfortunately, many marketing messages from businesses are about their business, about what they do, about their promise regarding their [widget] is, all-the-while missing that timing is a crucial piece of the methodology of a converting message. Sales messages become effective much further down the funnel and so if you are delivering a sales message too early, your results will falter. Marketing messages should drive an emotional response through relevance and an attempt to cause a set of conversions no matter where the reader is on the awareness scale.
Now Don’t Forget to Take Action!
Knowledge is great, but not if you don’t take action!
So let me help you start by teaching you this simple process of creating the right marketing messages, at no cost to you.
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Nowadays, much more than just a search engine, Google offers a variety of analytical tools for companies to see, understand and act upon data about their website, online advertising, mobile applications, websites, and social media networks.
For this stage of the funnel, a website visitor may be aware that they have a need or a problem; and they even may be aware that there is a solution available, but they are still looking for who’s business will be the right fit for them.