Shaping your Messaging?
How to Fine-Tune Your Message for Your Target Customer?
When it comes to marketing, understanding your target customer is crucial. You need to know what motivates them, what they need, and what their goals are (you can find more details about tapping the right audience in our previous newsletter). But even with this knowledge, your communication won't be effective if you don't have a relevant, genuine message that is differentiated from your competitors and tested with your customers. Here are some tips to help you fine-tune your message for your target audiences.?
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Our ProshPective?
1. Share Proof Points?
To give your audience a reason to choose your product or service, you need to support your message with proof. Share research or case studies that demonstrate how your service is better than your competitors. Highlight testimonials from happy customers, recognitions, and awards which can also help build trust and credibility.?
2. Make Your Message Unique?
In a crowded market, it's essential to highlight your unique features and abilities. What can you offer that your competitor cannot? This will help you stand out and attract customers who are looking for something different.??
If you're in a completely new market without any competitors, focus more on how your product can help meet your customer's needs and benefit them, rather than just the features. Address their pain points and provide solutions that help them solve their problems. This approach will help you build a relationship with your customers and make them feel valued.?
3. Make Your Message Relatable?
You need to communicate how your product or service will add value to customer’s lives in a way that resonates with them. This means using language and tone that they can understand and relate to.?
For example, using technical jargon or complex language can be a turnoff for many customers, especially those who are not familiar with your industry. Use a tone that matches your target customer's personality and preferences. If you're targeting a younger audience, using a casual and conversational tone might be more effective than a formal one. On the other hand, if you're targeting a more professional audience, a more serious and formal tone might be more appropriate.?
4. Be Consistent?
It's not just your marketing communications that need to be consistent, but so do your sales, customer care team, and all other interactions with your customer. This means that your messaging should be the same across all channels and touchpoints - whether it's your website, social media, email marketing, or in-person sales meetings.?
5. Be Flexible?
In the constantly evolving world of marketing, it's essential to be flexible and adapt to changes. Monitor your competition to stay ahead of the game and make necessary adjustments to your messaging. Also, keep an eye on changing consumer behaviour and market trends to ensure that your message remains relevant and resonates with your target audience.??
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PITSTOP CASE STUDY?
We have discussed that a regular review and revision of your audience profile, their needs, and value proposition is essential for startups. Now, we’d like to share an example.?
Pitstop , a predictive fleet maintenance software that provides powerful AI-driven insights in an affordable, easy-to-use solution, wanted to enhance conversion rates and improve the usability of their website. They conducted a review that focused on the following areas:?
They aimed to ensure that their messaging was effective, based on updated research and understanding.?
Their Research Process:?
Analysis and Insights:?
Research revealed two distinct personas, with one set highlighting manual tasks like data entry as a pain point. For this group, Pitstop revised its messaging to focus on how they can address the issue.?
The research validated most aspects of Pitstop's value proposition but also expanded it to address their customers’ unique needs.?
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Source: https://learn.marsdd.com/article/case-study-identifying-pain-points-and-expanding-value-proposition/?
This may seem like a lot of things to keep in mind!?
It may help to create a guide with your key messages, proof points, language and tone for everyone in the team to follow. At Prosh Marketing, we’ve created many such guides to help startups build their marketing practice and communications.
If you’re a startup founder looking for support with messaging and other marketing strategies, feel free to reach out to us at [email protected].?
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Author : Amalia K. Chawla , Marketing Consultant, Prosh Marketing.?