5 ground rules for marketing messages that no one ever told you
If you've read the book Traction, you know that there are (at least!) 19 channels that you can "hack your way" to growth: email marketing, social media, paid display ads...the list goes on and on.
But there's something else we're not talking about as much: the marketing message.
Once you have the attention of a potential customer, what are you communicating in the few seconds you have with them?
Is it that you're the best? The world's best? The first and only solution?
After all that hard work, is that all we have to say? We've gotta stop talking about our businesses like that. We have to stop making our marketing message an afterthought.
Not because I say so, but because there's proof that you can hit your customers over the head with PPC campaign after PPC campaign and not make a dent. (Expensive!)
But a single effective marketing message creates an immediate desire to buy. Or at least to learn more. Or to intensely want. All of which are things that lead to closing more sales.
Here's what my former colleague Alfred Lua of Buffer said after he read my latest post:
He is exactly right.
We spend a lot of time thinking about how to get our message out to as many people as possible, but scaling isn't the only thing that counts! Your message matters.
I've been collecting examples of the best/worst of B2B and B2C marketing for months. In the following post, I'm using them to help illustrate five ground rules of effective marketing messaging that you can start using right away.
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