The Secret to Successful Marketing – Crystal-Clear Messaging!

Who remembers that famous advertising slogan from the ‘90s, ‘Does exactly what it says on the tin’? That gem came from woodcare specialist brand, Ronseal, as part of a campaign designed to demystify their products. It even remains a common idiom today – maybe you’ve said it yourself without ever realising where it came from!

'Does exactly what it says on the tin' – clear, straightforward, and true to its word. That's what made the Ronseal slogan so effective!?Customers knew exactly what they’d be getting when they purchased the product. For us, the slogan represents what we believe lies at the heart of effective marketing: having a crystal-clear message.

So, how do you achieve it?

?? Know your audience

The core of a clear marketing message lies in understanding who your ideal client is. As small business owners, we frequently operate in niche markets – so use this to your advantage.

Begin by creating an ideal client avatar which includes the demographics, preferences, challenges, and pain points of your ideal clients. The better you understand who your audience for your marketing is, the more effectively you can tailor your message to resonate with their needs.

If you want to learn more about identifying and attracting your ideal client, read this article!

Actions to take: Conduct market research and request feedback from your existing clients to gain insights into your audience's behaviours and preferences. Create an ideal client avatar that will serve as your ‘North Star’ when crafting your marketing message.

?? Define your Unique Value Proposition (UVP)

Your UVP is the secret ingredient that makes your business stand out in a crowded market, capturing the essence of why customers should choose you over your competitors. It could be a specific product or service feature, a commitment to exceptional customer service, or a dedication to sustainability. Whatever it may be, make it the central element of your marketing message.

And remember to make sure it is clear and consistent!

Actions to take: Request feedback from your existing clients, or your target audience, to pinpoint and understand your UVP. Ensure that it addresses a pain point or specific challenge that troubles them.

?? Simplify your message

The simplicity and straightforwardness of Ronseal's iconic slogan clearly struck a chord with their customers, inspiring trust between the business and the consumer. Simplicity is your greatest ally when it comes to crafting a crystal-clear message. Avoid industry jargon and intricate explanations – you will lose people who simply don’t have the time to figure out what you are trying to tell them.

At Pink Spaghetti Salisbury, we offer ‘Marketing Made Easy’ for our clients. Our tagline demonstrates that we offer marketing services that are simple, straightforward, and just get done for you. Aim for a quick, clear message?that can be grasped in seconds, such as a tagline or slogan that perfectly encapsulates your offering – just like ours!

Actions to take: Review your existing marketing message. Trim unnecessary complexity and focus on conveying your core message in the simplest terms possible – ideally a short tagline, or a slogan that’s easy to remember.

?? Be consistent

We’ve spoken a lot about how important consistency is when it comes to your marketing strategy (you can read more about that in this article!) – pick-up/put-down marketing will simply not work, unless you are very lucky!

Consistency breeds recognition and trust. When you have a clear, consistent message, you build up people’s confidence in your business. Whether it's your website, social media profiles, email marketing, or physical signage, your message should reinforce your brand's identity and UVP.

Actions to take: Create brand guidelines that encompass your brand identity and use them in your marketing strategy. This can include your brand colours, logos, fonts… and your perfectly crafted slogan or tagline!

Key Takeaways…

Achieving a clear marketing message is essential if you want to thrive in the competitive online space. It requires a deep understanding of your audience and your service offering, a focus on simplicity and consistency, and a commitment to delivering on your promises – just like Ronseal did back in the ‘90s.

Having a crystal-clear message isn’t just a choice – it’s the key to success!?

If you would like some advice or guidance with crafting a crystal-clear marketing message,?book a Discovery Call?with me and I’ll help you to Make Marketing Easy ??