Five Steps to an Authentic Marketing Message

Filed in Marketing by on May 7, 2013 2 Comments
[private_c-level] Do you get annoyed by the endless stream of sales messages, all day, every day? You’re not alone. Your prospects are being bombarded by emails, texts, and radio and newspaper ads, all trying to convince them to purchase stuff that they often don’t even want or need. People have become immune to marketing. They’ve conditioned themselves not to respond. This is a problem with life-and-death consequences for your business.
Shutting Out The Noise

Sometimes it's hard to communicate with an audience that is accustomed to shutting you out. Photo credit: Ben Husmann.

So the question is:

How do you cut through the noise and connect with people who will benefit from your offering?

What turns people off is insincere marketing that’s clueless about their real wants and needs. Here’s a simple five-step process to creating authentic marketing messages that will connect with your prospective customers. This is not guaranteed to convert a cold prospect into a buying customer, but it will help you connect – and once you do that, you have a chance of furthering the engagement and eventually landing the sale. NOTE: This will work if your writing is grammatically correct, straight-forward and conversational. It will not work if you write puffed-up, boring crap. You must also be clear on who your prospect is, and the unique value of your offering.

OK, here we go:

1. Show up as a friend. Your product or service solves a problem for your customers. You’ve invested yourself in creating that solution and alleviating some pain they are suffering. You care, so show them you care, and they will feel that you are with them. Open your message with a statement that elicits a “me too” response. 2. Show that you get it. You understand the logic of how to solve a problem for this person with your product or service. Even more critical, you feel the emotion they feel because you have lived with this problem too. You are familiar with the frustration, the anxiety and the uncertainty they feel. 3. Show yourself. Make it personal. Tell a story about how you felt about this problem before you knew the solution to it. And how great it felt to find the solution. 4. Present your solution. It’s not about the features of your product or service, right? It’s about what your product or service does. Paint a picture of what life will be like when people buy your offering and solve the problem that is facing them. What will it feel like when they experience this? Is there a sense of relief? Accomplishment? Joy? 5. Ask them to take action. Make the next step clear. Do they need to call you? Click on the button that says “Buy Now”?  Whatever that action is, link it directly to the benefit they will experience when they become your customer or client. There you have it. This formula works for creating powerful messages across all channels – from white papers to tweets to emails.  Not every piece of communication will require every element, but the five-step process is a useful map in itself. [/private_c-level] [private_professional] Do you get annoyed by the endless stream of sales messages, all day, every day? You’re not alone. Your prospects are being bombarded by emails, texts, and radio and newspaper ads, all trying to convince them to purchase stuff that they often don’t even want or need. People have become immune to marketing. They’ve conditioned themselves not to respond. This is a problem with life-and-death consequences for your business.
Shutting Out The Noise

Sometimes it's hard to communicate with an audience that is accustomed to shutting you out. Photo credit: Ben Husmann.

So the question is:

How do you cut through the noise and connect with people who will benefit from your offering?

What turns people off is insincere marketing that’s clueless about their real wants and needs. Here’s a simple five-step process to creating authentic marketing messages that will connect with your prospective customers. This is not guaranteed to convert a cold prospect into a buying customer, but it will help you connect – and once you do that, you have a chance of furthering the engagement and eventually landing the sale. NOTE: This will work if your writing is grammatically correct, straight-forward and conversational. It will not work if you write puffed-up, boring crap. You must also be clear on who your prospect is, and the unique value of your offering.

OK, here we go:

1. Show up as a friend. Your product or service solves a problem for your customers. You’ve invested yourself in creating that solution and alleviating some pain they are suffering. You care, so show them you care, and they will feel that you are with them. Open your message with a statement that elicits a “me too” response. 2. Show that you get it. You understand the logic of how to solve a problem for this person with your product or service. Even more critical, you feel the emotion they feel because you have lived with this problem too. You are familiar with the frustration, the anxiety and the uncertainty they feel. 3. Show yourself. Make it personal. Tell a story about how you felt about this problem before you knew the solution to it. And how great it felt to find the solution. 4. Present your solution. It’s not about the features of your product or service, right? It’s about what your product or service does. Paint a picture of what life will be like when people buy your offering and solve the problem that is facing them. What will it feel like when they experience this? Is there a sense of relief? Accomplishment? Joy? 5. Ask them to take action. Make the next step clear. Do they need to call you? Click on the button that says “Buy Now”?  Whatever that action is, link it directly to the benefit they will experience when they become your customer or client. There you have it. This formula works for creating powerful messages across all channels – from white papers to tweets to emails.  Not every piece of communication will require every element, but the five-step process is a useful map in itself. [/private_professional] [private_social] Do you get annoyed by the endless stream of sales messages, all day, every day? You’re not alone. Your prospects are being bombarded by emails, texts, and radio and newspaper ads, all trying to convince them to purchase stuff that they often don’t even want or need. People have become immune to marketing. They’ve conditioned themselves not to respond. This is a problem with life-and-death consequences for your business.
Shutting Out The Noise

Sometimes it's hard to communicate with an audience that is accustomed to shutting you out. Photo credit: Ben Husmann.

So the question is:

How do you cut through the noise and connect with people who will benefit from your offering?

What turns people off is insincere marketing that’s clueless about their real wants and needs. Here’s a simple five-step process to creating authentic marketing messages that will connect with your prospective customers. This is not guaranteed to convert a cold prospect into a buying customer, but it will help you connect – and once you do that, you have a chance of furthering the engagement and eventually landing the sale.
The remainder of this article is available to Professional and C-level members of the Ideahaus Community. Upgrade to a Professional membership here.
[/private_social] [nonmember]

Do you get annoyed by the endless stream of sales messages, all day, every day? You’re not alone. Your prospects are being bombarded by emails, texts, and radio and newspaper ads, all trying to convince them to purchase stuff that they often don’t even want or need.

People have become immune to marketing. They’ve conditioned themselves not to respond. This is a problem with life-and-death consequences for your business.
Shutting Out The Noise

Sometimes it's hard to communicate with an audience that is used to shutting you out. Photo credit: Ben Husmann.

So the question is:

How do you cut through the noise and connect with people who will benefit from your offering?

What turns people off is insincere marketing that’s clueless about their real wants and needs. Here’s a simple five-step process to creating authentic marketing messages that will connect with your prospective customers. This is not guaranteed to convert a cold prospect into a buying customer, but it will help you connect – and once you do that, you have a chance of furthering the engagement and eventually landing the sale.
The remainder of this article is available to Professional and C-level members of the Ideahaus Community. Upgrade to a Professional membership here.
[/nonmember]

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About the Author ()

I'm the Community Director of Ideahaus, and I'm an expert copywriter. What to say and how to say it -- that's what I help people figure out.

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