You’re Not Crazy, Most Marketing Messages Suck!

Marketing Messages That Are Heard

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.

Target Marketing MessagesThe 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.

Annoy The MillennialsWhy 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.

Marketing Messages And Their TimingUnfortunately, 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.

Exclusive to this blog post: 

Click here to schedule a 60-minute coaching session for FREE!

How Is A Scientific Marketing Plan Developed?

Funnel And Message Timeline

A scientific marketing plan starts with an observation.

For example, analyst company Intellidyn recently gathered data about thousands of North Americans. From this data, the company realized that people over the age of 64, married couples, ex-military individuals, and farmers are highly likely to want to travel to Asia. Because of this information, a vacation package company marketed their Asian vacation packages to those who fit this profile, and saw an increase in their sales as a result.

5-Step Marketing Plan
Image Source:

Once an observation is made, the hypothesis can be created from this information.

For example, online companies such as collect data about what individuals look at online and what they purchase. They then make a hypothesis about what that person is likely to purchase in the future. If a customer searches a book by a certain author, considers it a strong possibility that they might be interested in buying another book by the same author and suggest more books by that author to that person. This is where “Personalized Marketing” comes into play. 

Personalized marketing is the ultimate form of targeted marketing, creating messages for individual consumers. That said, it is most often an automated process, using computer software to craft the individual messages, and building customer-centric recommendation engines instead of company-centric selling engines.

Companies then experiment based on their observation and hypothesis. For example, a phone company might analyze user records and see that households with heavy phone use between the hours of 3:00 p.m. and 6:00 p.m. are more likely to have teenagers. The company can then launch a marketing campaign to those homes, advertising a special deal on additional phones and lines for the home.

Once just a search engine, Google is now the current king of scientific marketing.

There are an average of 4,717,000,000 searches performed on every day (c. 2016), up from 9,800 during 1998, Google’s official first year.

What is your online marketing plan?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.

Google data analysis tools includes tracking and reporting anything from how many people download their mobile app to how many of their online customers make purchases. These reports also incorporate information about social media usage and online keyword searches.

All of this data mining and reporting allows companies to gather valuable information about their audience and make targeted business decisions based on this information.

See JetPack,  StatisticBrain and Google Analytics.

Message From The President — May 2017

This Month’s Topic: “What drives the conversion of a web site visitor?”

President’s Message for May 2017

The conversion of a web site visitor is a challenge for many, however when you follow some basic proven marketing principles, your site will deliver the results you desire — and the shift to an increased lead source can sometimes happen overnight!

The Conversion Heuristic
MECLabs Conversion Heuristic —

All consumers & buyers are influenced by individual words, not whole phrases or sentences. Furthermore, certain words are more influential than others and as such, they guarantee better results because they simply resonate louder in their general relevance, value and proven effectiveness in generating interest and engagement.

For those of you familiar with the codifying geniuses over at WiderFunnel, their “Lift” model goes something like this: Create a strong value proposition, relevant to your target, and ensure there is lots of clarity within your message, and your overall conversion will have a lift in generating more new leads for your business.

That all said, they also say that there are two things to avoid: “creating a distraction” or “anxiety within your message”. Those two conversion kills are to be minimized at every opportunity. In fact, it is proven that you will have more success by saying less to the target for this stage of the funnel.

Funnel And Message Timeline
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.

Discover the ease of writing the right marketing copy, delivered at the right time. Once you know the secret, you’ll save time and money in all your Marketing! [read about the science of copywriting]

Get this month’s free download: “The 12 Most Influential Words in The English Language”.

Copywriting isn’t Just an Art, It’s a Science.

Copywriting can seem like a massive obstacle, but it doesn’t have to be that way!

Copywriting Science With Cortex Marketing

Here are five quick copywriting tips that you’ll be able to use to get your message across to visitors quickly and painlessly:

  1. Keep your copywriting headlines short, sweet and persuasive — this will show visitors what they will gain by continuing to read on. 
  2. Good marketing copy is focused on your reader’s needs, such as their wants, their fears, their problems, etc.; sales copy is focused on EVERYTHING you do i.e. your product’s features, your company, your offer, etc..
  3. Use bullet points to get your message across; keep your message simple and hold on to your reader’s attention by being as concise as possible.
  4. Use statistics, numbers, testimonials, and quotes from experts to demonstrate your claims about your product or service, and win over your readers. 
  5. In your call to action, keep it clear, compelling and tell your audience exactly what to do next.
Painless, right?  Let’s talk more about your message and how small changes can make a big difference.