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Crafting your Marketing Message

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In this presentation, Clay Kraby teaches you how to create a message that will resonate with your target audience and drive sales (or registrations, donations, etc).

Learn how to write messages that effectively tell your story to your customers.

Published in: Business, Economy & Finance
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Crafting your Marketing Message

  1. 1. Crafting Your Message
  2. 2. DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?
  3. 3. DEFINE YOUR AUDIENCEIt’s NOT ‘everybody’Having too many niches isas bad as having noneFocus on niche segments
  4. 4. DEFINE YOUR AUDIENCEYou will usually havemultiple target audiencesEach audience will need auniquely crafted messageAudiences are reached indifferent ways
  5. 5. WHO MIGHT STAY HERE
  6. 6. DEFINE YOUR AUDIENCEOnce you focus on aspecific audience,determine what youknow about them
  7. 7. WHAT DO HOTEL USERS WANT?
  8. 8. DEFINE YOUR AUDIENCE What concerns do they have? What do they value in your offering? How do they make their decisions?What demographic information is there?
  9. 9. CRAFT YOUR MESSAGE MESSAGES THAT SELL
  10. 10. MESSAGES THAT SELLEasiest thing for any audience to say is No, thank you.
  11. 11. MESSAGES THAT SELL1. Concept Description2. Problem Statement3. Overt Benefit4. Reason to Believe5. Call to action
  12. 12. CONCEPT DESCRIPTION
  13. 13. Get their attentionCONCEPT DESCRIPTION
  14. 14. Answers ‘What is it?’CONCEPT DESCRIPTION
  15. 15. Make Calls from your computer – Free to other people on Skype and cheap to phones and mobiles around the worldCONCEPT DESCRIPTION
  16. 16. With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment.CONCEPT DESCRIPTION
  17. 17. Avoid Jargon Speak to your Audience Identify BenefitsCONCEPT DESCRIPTION
  18. 18. PROBLEM STATEMENT
  19. 19. What’s the Problem? Identify the customer’s needsPeople buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.PROBLEM STATEMENT
  20. 20. 1. Identify the benefit 2. What problem do you solve? 3. Address this ‘pain point’PROBLEM STATEMENT
  21. 21. Your problem statement can show how your offering makes a meaningful difference in your customer’s life. It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do notPROBLEM STATEMENT
  22. 22. PROBLEM STATEMENT
  23. 23. OVERT BENEFIT
  24. 24. So What? How do you solve their problem? How do you do it better than their other options?OVERT BENEFIT
  25. 25. COMMON NEEDS OF ANY AUDIENCE Here are a few of the most popular things buyers are looking for: Security - Monetary gain, freedom from financial worry. Self-Preservation - Safety and health: for self and family. Convenience - Comfort, more desirable use of time.OVERT BENEFIT
  26. 26. COMMON NEEDS OF ANY AUDIENCE Avoidance of Worry - Ease of mind, confidence. Recognition From Others - Social status, respectability, the wish to be admired. Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation.OVERT BENEFIT
  27. 27. WHAT NEEDIS SOLVED? Security Self-Preservation Convenience Avoidance of Worry Recognition From Others Self-Improvement
  28. 28. The Overt Benefit should also describe your unique selling position. How do you it better than your competition?OVERT BENEFIT
  29. 29. Remember, don’t competeOVERT BENEFIT only on price
  30. 30. OVERT BENEFIT? | Fun Commercial, but why buy VW?
  31. 31. REASON TO BELIEVE
  32. 32. How does your audience know you can do what you say?REASON TO BELIEVE
  33. 33. Customer TestimonialsAwardsStatisticsGuaranteesDemonstrationsREASON TO BELIEVE
  34. 34. Substantiate your claims "Lowest prices guaranteed!" Or what, youll apologize? “The best in the industry” Why? Says who?REASON TO BELIEVE
  35. 35. Avoid Jargon or Unclear Statements “We use the synchro-static method”REASON TO BELIEVE
  36. 36. CALL TO ACTION
  37. 37. [Don’t put the cart before the horse] Your call to action should be after you’ve explained the problem, solution, and benefit
  38. 38. Tell ThemWhat To Do Call Buy RegisterDownload Subscribe DonateCALL TO ACTION
  39. 39. Remind them again right before the call to action
  40. 40. Incentivize It
  41. 41. Determine the mostappropriate call to action. ‘Call for a quote’
  42. 42. Determine the mostappropriate call to action.NOT switchcompanies
  43. 43. Use asense ofurgency
  44. 44. MESSAGES THAT SELL1. Concept Description2. Problem Statement3. Overt Benefit4. Reason to Believe5. Call to action

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