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Marketing Messaging Strategy Template.pptx
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- 3. ● Your audiencehas typically already heard a TON of messages related to your product or service. Competitors are constantly saying things like “premium quality products” and “5-star customer service” in their messaging. This means that the market is saturated with those messages and, as such, they will not be very effective. ● You need to find how your messaging and unique value proposition fits into what the audience hasn’t already heard before. ● Evaluate target audience needs, competitor messaging, and your product benefits to find what connects them all. Why is this important?
- 4. Competitors Analysis Competitor Offers ● Insurancefor truckers ● Competitively priced ● Rapid response customer service Road Masters Insurance ● Insurance for truckers ● Most competitive price in the market ● 24-Hours turnaround time ● Personal service Target Audience Needs ● Insurance they can afford ● People they can rely on What’s your big offer? What do you offer that is different from competitors and solves a target audience need? Now, how would you explain that to a potential customer?
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- 6. ● Because mostbusinesses stem from either solving a problem or obtaining a desire, it is crucial to know what those are and how it makes the audience feel. ● Showing that we understand their frustrations creates a connection with the audience, creating an advantageous position. ● Leveraging their emotional connection to the problem and amplifying that in content grabs their attention. ● Focusing on the target audience’s experience rather than the brand gets a better response. Why is this important?
- 7. Name: A characterbased on data Traits: Sociable Frugal Loyal Primary target persona #1 ● Male/Female ● Age range ● Relationship/family life ● Income ● Location ● Hobbies and Interests ● Where they get their information FRUSTRATIONS ● What frustrates them right now in relation to your product/service? ● What problems are you solving for them? ● How do they feel about those problems? OBJECTIONS ● What questions are they asking about your product or service? ● What currently stops them from buying your product? DESIRES ● What do they ultimately hope to achieve by using your product or service? ● Which of their desires are you helping them obtain?
- 8. Geographical Location Target AudienceLocations ● List all the individual areas where your target audience is located ● Identify how the geographic location may affect buying decisions
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- 10. Vocabulary What kind ofterms and vocabulary does your brand use? Positioning Decide how you’ll position your brand so that it stands out from competitors. What do you want to promote? Tone of Voice If your brand was a person, what kind of tone of voice would it use? Would it be friendly and fun or serious? Slogan Options State clearly the results of your business in 3 - 5 words. If needed, ask a copywriter to help create a slogan. Who is <Business Name>? Your second value Your third value Your main value
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- 12. What is amessaging strategy? A messaging strategy forms the foundation of all your future professional writing. It determines who your brand speaks to, what tone of voice it uses, as well as what it says. In essence, this is a “brand script” to ensure consistent messaging that resonates with your target audience and effectively communicates what you do. This allows us to: ● Build on brand identity ● Streamline content creation ● Optimize content for conversions ● Present the benefit of your solutions in a concise and compelling way ● Provide your target audience with the correct words for WOM marketing ● Ensure consistent messaging across all content MESSAGING STRATEGY
- 13. How can wedifferentiate <Business Name> from competitors? Unique selling propositions Explain the main benefit of your product or service. Don’t elaborate with additional benefits, simply make it clear exactly WHY the audience should choose you. Benefit 1 What’s another benefit of using your product? Think about the bigger picture - what will they be able to do after purchase that they couldn’t do before? Benefit 2 If you don’t have another benefit, explain your process or materials and why that makes your product or service unique. Process/Materials Feel free to add another product benefit, but in case you need inspiration, consider promoting your business, your values, inspiration, or history. Business
- 14. Short Bio Who areyou? Try the following structure: At (business name), we achieve (desired end result) through (product/service). Short Bio SHORT BIO
- 15. Extended Bio The audienceis interested. Tell them a little more about why and how you do what you do. ● Who you are ● What you do and why you do it (desired end results) ● How you do it (product/service) ● Your unique process (how it works) EXTENDED BIO
- 16. What product orservice do you provide? State the specifics of exactly what you offer. What can the audience expect? How many products are in your collection? Do you have pricing plans? Do you offer packages? What’s included in the pricing? Are there any perks? OFFER
- 17. What are therisks of NOT choosing <Business Name>? Subtly remind your audience what is at stake if they don’t choose you. What frustration does the product solve? What do they stand to lose? What negative experience could they have elsewhere? STAKES
- 18. What does asuccessful purchase look like in the audience’s lives? Remind your audience why they were looking at your product in the first place. Don’t focus on specifics, but rather what the product or service would mean for them. What will they be able to do? How will they feel once it works? What problems will go away? POST-PURCHASE SUCCESS
- 19. CTA 1 What actiondo we want them to take? Give specific directions where you want your audience to go. What action should they take? Avoid having too many CTA’s that may create confusion and be very direct about where they can find you. CALLS TO ACTIONS CTA 2 CTA 3
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