Creating your marketing messages takes a lot of smart thinking. It is not as easy as people may think. This is where the science of marketing comes into play.
In this article, we will share a few quick tips to help you along the way:
Know your target audience
Understand their pain points
Solve their problems - be helpful
Be clear and consistent
Use familiar, conversational language - be human
Find a way to stand out from the crowd
Use user-generated content
1. Know your target audience
Like anything in marketing, you can’t start to craft marketing messages without identifying and really knowing your target audience.
With the mortgage market having experienced a lot of rapid changes over the last 18 months, it is therefore important to have a refresh of this stage.
It’s important to have a deep understanding of your target audience and why they may engage with you now.
Take some time to rethink those buyer personas. And see how and where you sit alongside your competitors. This makes it easier to personalise your messages, create ones that are relevant by being helpful and human.
2. Understand your audience’s pain points
What are the real pain points of your target audience right now. These will vary, but the more you understand these it helps you communicate how you can solve these challenges.
After all, you market solutions not products. So, find a way to know their pain points.
3. Solve problems
When creating your message, demonstrate how you solve your audience’s problems – and prove it with testimonials and case studies. But bring these to life with stories.
4. Be clear & consistent
First off, when you have defined your one big marketing message, stick to this. Consistency is key in building brand salience (a key metric). Say it, say it, say it again. Don’t deviate.
Also be clear. Your message must stand out. It needs to cut through the noise. Pack a punch. So, use just a few words to get to the point quickly.
Focus on being clear (no jargon), concise and easily understood
5. Use familiar, conversational language
Aim to write your message as people speak during conversations. Be human. Be helpful. Solve problems.
And use words that resonate with your audience – put yourself in their shoes.
6. Stand out from the crowd
Avoid those run-of-the-mill marketing messages that belong to your competitors. Find your own voice. Demonstrate what is special about you.
7. Use user-generated content
First of all, use language that your target audience use. Hear what they are saying about the market and your brand and use these strategically. Then secondly, as above, use those testimonials to prove how you solve those pain points.