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  There’s more to marketing than publicizing your business across social platforms and communication channels. At the core of a successful marketing strategy lies a strong message, one that resonates with its recipients—the people you’re looking to reach with it. Such a message recognizes the individual and their aspirations identify their problem(s) and proposes a remedy (or remedies).
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Perhaps you’ve spent a lot of money on marketing, but failed to see the results you wanted it to produce. It’s possible that this failure is the result of messaging that doesn’t work for your specific audience. If you would like to create a marketing message that grabs and keeps the public’s attention—and turns them into your customers –here are some steps you can take to achieve that.

Understand Your Target Market

You can only approach your potential customers the right way if you understand them. Learn their likes and dislikes, aspirations and fears, hopes and sentiments. Have a strong grasp of their problems. With all of this knowledge at your fingertips, you’ll be better able to mirror their personality in your messaging, a strategy that’s bound to elicit their interest in whatever else you have to say.

Speak as Your Customers Would

A big part of learning about your potential customers is studying their communication style, including their favourite slang and mannerisms. Fashion your message so that it looks like something they would say, or at least identify with. This too is a mirroring strategy; the more your audience sees themselves in your marketing content, the better their reaction to your brand will likely be.

Investigate Your Competitors’ Messaging   

Find out how your competitors are talking to people in their target market. You could learn a few useful things from them. Ultimately, you should aim to improve on your rivals’ marketing. Adapt the better elements to your own brand style, and spruce up portions in which your competitors’ messaging falls flat.
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Connect Emotionally

If you have gained a decent enough understanding of your customers’ persona, you will have a good idea of how to evoke emotions that would cause them to respond positively to your offering. You may do this by appealing to their challenges, dreams, and causes that they feel strongly about. If your messaging does this often, you may eventually form a bond between your potential and existing customers on one hand, and your business on the other.

Tell a Compelling Brand Story

Your brand’s narrative makes your business and its would-be customers a part of a story. This story portrays your customers as heroes, the challenges they face as obstacles on their path to a good end, and your product or service as a tool that enables them to overcome their problems. Storytelling is effective because humans love narrative, and grasp information better when it’s relayed in this form.

Articulate Your Solution to Customers

Your marketing message will be incomplete if it doesn’t refer its recipients to something that solves their problem—a product or service your business has developed and can provide them with. But don’t be too forceful with your attempts to make them buy it. Instead, convince them by letting them know how your solution can make their lives better (and painting a picture of this with words and/or images).

Convey a Sense of Urgency and Scarcity

Get people in your target audience to take action by informing them that your products aren’t always available. This works well if you’ve introduced a discount or some other kind of incentive that they’d find attractive, and you’re only offering it for a limited period. By conveying a sense of urgency, you’ll get people to buy more of your product quickly.
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Final Words

Marketing efforts should be a mix of brilliant messaging and smart distribution. The first part is crucial but often neglected. Little wonder, then, that most marketing campaigns underachieve. You can avoid this fate by being deliberate about crafting messages that hit the mark and convince your targets to become your customers. Featured Image Source: CleverTap
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This article was first published on 2nd March 2023


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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