Creating a powerful PR and marketing message is now mission-critical for both product and corporate brands. The marketing message is what grabs your prospect’s attention, tells them how you can solve their problem, why they should trust you, and why they should choose your brand.
To make your brand stand out from the crowd, you must deliver a powerful marketing message that creates an emotional connection with your audience. Here are 10 top tips on how to craft a powerful PR and marketing message for your brand:
- Know thy customer
This is the No..1 command you need to follow before crafting your PR and marketing message. Your greatest source of information when developing a message comes from intimately knowing your target audience.
When defining your target market, the simplest first step is to look at your existing customer base.
- Who are they?
- What are their likes and dislikes?
- Why do they buy products or services from you?
- Mind your language (avoid technical jargon)
Brilliant marketing messages use plain, simple words, not excessive jargon. Such messaging lacks emotion and doesn’t connect with your customers.
Bad example: “Our sales enablement system creates an integrated computing framework for profitable customer interactions.”
Good example: “We help your sales team close deals more quickly.”
- Create an emotional connection
Did you know that 95% of purchasing decisions take place in the subconscious mind? When your communication creates an emotional connection you’re definitely winning.
- Offer your solution to the problem
If you’ve done your research and truly understand your target market, then you know the problems they face and how your product or service can assist. A creatively crafted message that articulates the solution to the problem is key to winning new customers.
This includes clearly outlining the benefits (not just features) and how your solution will make life easier for your customers.
- Have a killer headline
Do you know that the average human being now has the attention span of eight seconds? Readers are great at skimming and often don’t read beyond the headline.
Therefore, your headlines need to be genuinely attention-grabbing. The goal is to quickly draw attention to your brand, and that takes some creative time and determination to find a few words that stop consumers in their tracks.
- Consider a touch of humour
The truth is that humor sells, and when people are laughing, they are likely sharing that laughter through word of mouth or via their social network.
If it makes sense to infuse humor into your marketing message, then absolutely consider it. Some of the most memorable ones are those that have made us laugh out loud.
- Be original: Differentiate or die
Companies who are in tune with the competition are effectively finding ways to differentiate their brand. Developing core messages that showcase why you are unique will help your company stand out.
Does your message convey why your brand is different? Too many PR and campaign messages are “me too” slogans.
- Make your customer the hero in the brand story
When you think of your brand like a story, you can very quickly identify the main character (your customer) and what they want.
As with every story, there’s a villian and with brand messaging that is likely the problem your customers are facing. A well-crafted message will position itself as a guide to solving the problem. The primary job of the brand is to lift customers to hero status.
- They need no further explanation
Weak PR and marketing messages must be decrypted and explained before they can be under soon. Example: “We’re the double deuce in your multimedia deck.”
Brilliant marketing messages instead should have immediate and unmistakable meaning.
Example: “We win way more eyes for your ads.”
- Create some sense of genuine urgency
The use of urgency and scarcity are common communication tactics used in many industries. Purchase anxiety is a real thing and important for marketers to understand when developing consumer messaging.
Your goal is to get a potential buyer to act quickly.
However, make sure you are authentic in your PR and marketing message. Don’t just throw urgent words around just for the sake of doing so.