How To Create a Knock Out Marketing Message

Content clutter is the greatest enemy of the modern day marketer. 

Every which way you turn, consumers are besieged by an overload of visual, auditory and textual stimuli. From a never ending stream of social media updates, avalanche of ads on television, newspapers and radio, to non-stop pinging of Whatsapp messages from their friends and family.

And then, there is email. Oh yes, the digital bombardment from spam and scam artists alike doesn't seem to end here. 

How can a marketing or sales professional like you fight against the overwhelming overflow? What can you do to make your content marketing efforts hit the right spot and deliver the knock out blow?

The Power of One

In the age of myriad digital distractions, the singular message rules. To achieve the power of one, however, you need to be razor sharp in your focus and to cut out as much secondary information from your piece as possible.

Before you can create that on-target knock-out piece of content, consider the following preliminary steps:

• Zoom in on that one person whom you wish to talk to. Would that be highly stressed Harriet juggling her 8 different multiple roles at home and at work? Or tormented Tom who needs to pay off his mortgage and car loan while feeding a wife and two kids?
• Establish the one stage of the customer buying cycle where your target audience is at. Would she be at the "Need Recognition" stage where you wish to trigger an initial reaction from her? Or perhaps at the "Purchase Decision" stage where you wish to move her from prospect to customer?

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• Create that one message that you wish to convey to him or her. Would that be to educate him on the 10 things he can do to improve his personal financial position? Or a customer testimonial that would impress him on what your product can do to help ailing businesses?
• Establish that one action which you wish your audience to perform. Would it be to click on a link in your email to register for an event? Or sign up for that newsletter from your organisation? 
• Track and measure that one outcome which you hope to achieve from your communication piece. Will it be measured by the number of sign-ups for your programme? Or the total value of sales generated through your email marketing efforts? 

Match Singular Marketing Message to Customer Stage

Now that you have identified the target customer, buying stage, message, action and outcome, you need to create very specific content pieces that are focused on a very specific audience while hitting your marketing objectives.

Let us break down the marketing messages according to the customer acquisition stages above.

#1 Your Message to the Unaware

When your first reach out to those who have not heard about your brand, your message should be focused on creating awareness and need. This may include the following types of content:

• Providing practical solutions to the most commonly faced problems or issues;
• Painting a dream scenario whereby your customer wishes come true; and
• Attracting attention through artful and emotional storytelling. 

The main outcome here is to generate brand awareness so that you can stimulate interest.

#2 Your Message to Leads

At this stage, your target audiences are actively searching for more information, and considering if they truly need that product or service. Here, you may wish to do the following:

• Provide more in-depth content that solves more complex problems;
• Entice your target audience to leave their particulars with you, and sign up for a newsletter; and
• Give them previews of what to expect if they join your community.

The main outcome here is to attract sign ups so that you can get their contacts.

#3 Your Message to Prospects

At this stage of the buying cycle, your prospect may already have signed up for your newsletter and be kept informed of what your product and service could do. Your content here should egg them to consider paying for your product or service.

• Provide customer testimonials, case studies and other examples of social proof that your stuff works;
• Showcase results that can be achieved by using your product or service; and
• Answer any objections that they may possibly have.

The main outcome here is to trigger initial purchase by your prospect.

#4 Your Message to Customers

Now that your prospect has become your customer, you wish to serve him well and delight him such that he willingly spreads the word about your product or service. Here are some content types that could work here:

• Frequently Asked Questions (FAQs) that address the most commonly faced customer issues;
• Customer stories that illustrate how the product or service could be used to maximise gain or minimise pain; and
• New or additional products or upgrades that provide better performance and yield. 

The main outcome here is to deepen customer satisfaction so as to trigger additional sales.

#5 Your Message to Advocates

This last group of customers are those who have already tasted and enjoyed the sweet taste of success garnered through your product or service. They are regular customers who are ready to share the "good news" about you. Help them by providing the following:

• Make them feel that they are part of a close knitted community of "insiders";
• Seek their help and advice when you wish to roll out a new programme or campaign; and
• Provide exclusive opportunities (eg a chance to tour your state-of-the-art facilities) that are open only to them.

The main outcome here is to trigger Word Of Mouth sharing and generate more social proof.

Now that you've learned how to create that one marketing message for that one person at a specific buying stage, the time has come for you to take out your surgeon's scalpel and remove all that unnecessary fluff. Go ahead and see if this helps you to achieve better results from your marketing campaigns.

Walter is the founder and editor of Cooler Insights - a critically thinking content marketing, public relations and personal branding agency. Fuel your business with the latest insights in digital and content marketing, public relations and personal branding. If you need more help, drop him a LinkedIn message or email him here.