crafting your marketing message

Crafting YourMessage

DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?

DEFINE YOUR AUDIENCE

It’s NOT ‘everybody’Having too many niches isas bad as having none

Focus on niche segments

DEFINE YOUR AUDIENCE

You will usually have multiple target audiences

Each audience will need a uniquely crafted message

Audiences are reached in different ways

WHO MIGHT STAY HERE

DEFINE YOUR AUDIENCE

Once you focus on a specific audience, determine what you know about them

WHAT DO HOTEL USERS WANT?

What concerns do they have?

What do they value in your offering?

How do they make their decisions?

What demographic information is there?

DEFINE YOUR AUDIENCE

CRAFT YOUR MESSAGEMESSAGES THAT SELL

Easiest thing for any audience

to say is

No, thank you.

MESSAGES THAT SELL

1.Concept Description

2.Problem Statement

3.Overt Benefit

4.Reason to Believe

5.Call to action

MESSAGES THAT SELL

CONCEPT DESCRIPTION

Get their

attention

CONCEPT DESCRIPTION

CONCEPT DESCRIPTION

Answers‘What is it?’

CONCEPT DESCRIPTION

Make Calls from your computer – Free to

other people on Skype and

cheap to phones and mobiles

around the world

CONCEPT DESCRIPTION

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

Avoid Jargon

Speak to your Audience

Identify Benefits

PROBLEM STATEMENT

What’s theProblem?Identify the customer’s needs

People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.

PROBLEM STATEMENT

1. Identify the benefit

2. What problem do you solve?

3. Address this ‘pain point’

PROBLEM STATEMENT

PROBLEM STATEMENT

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 not

PROBLEM STATEMENT

OVERT BENEFIT

How do you solve their problem?

How do you do it better than their other options?

So What?

OVERT BENEFIT

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.

COMMON NEEDS OF ANY AUDIENCE

OVERT BENEFIT

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.

COMMON NEEDS OF ANY AUDIENCE

OVERT BENEFIT

Security

Self-Preservation

Convenience

Avoidance of Worry

Recognition From Others

Self-Improvement

WHAT NEEDIS SOLVED?

OVERT BENEFIT

The Overt Benefit should also describe your unique selling position. How do you it better than your competition?

OVERT BENEFIT

Remember, don’t compete

only on price

OVERT BENEFIT? | Fun Commercial, but why buy VW?

REASON TO BELIEVE

REASON TO BELIEVE

How does your audience know you can

do what you say?

PROVE IT!

REASON TO BELIEVE

Customer Testimonials

Awards

Statistics

Guarantees

Demonstrations

REASON TO BELIEVE

Substantiate your claims

"Lowest prices guaranteed!"

Or what, you'll apologize?

“The best in the industry”

Why? Says who?

REASON TO BELIEVE

Avoid Jargon or Unclear Statements

“We use the synchro-static method”

CALL TO ACTION

Your call to action should be after you’ve explained the problem, solution, and benefit

[Don’t put the cart before the horse]

Tell Them What To

Do

CALL TO ACTION

Call Buy RegisterDownload Subscribe Donate

Remind them again right before the call to action

Incentivize It

Determine the most

appropriate call to action.

‘Call for a quote’

Determine the most

appropriate call to action.

NOT switch companies

Use a sense of urgency

1.Concept Description

2.Problem Statement

3.Overt Benefit

4.Reason to Believe

5.Call to action

MESSAGES THAT SELL