“Use Your Words”
Most of us have heard the phrase “use your words” at least once or twice. Often times it’s used to help children learn to explain what their needs are, but it can also be applied to marketing messaging.
We all know it’s not as simple as offering a product or service and having people line up at your door. You put in work through advertising, branding, testing, and reaching out. Even after all of that, it still may not work. Back to the drawing board we go.
Although pictures are worth a thousand words, social media has made us more immune to images that we see daily. With an easy scrolling mindset, we don’t always pay attention to the pictures and images in front of us. It takes more to engage someone. We need to captivate them and give them something they aren’t expecting.
Messaging is crucial when it comes to our marketing campaign. What is your ad or post calling to action?
All marketing messaging should uphold the values and identity of your brand. While your brand remains stable and apparent, your marketing messaging should be trial and error. Come up with three great messaging campaigns and see what your customers respond to the most.
Create print materials that evoke emotion or entice action.
“We don’t want you to have to deal with ‘X’ anymore, so use this product”
“Stop spending your time on this task, and hire us to free up your time”
“This product was so 2010, get with the times with this one instead”
Create urgency and solve a problem for your client! Keep your messaging short and to the point. Save all the explanations for your catalogs and website. Be memorable. Keep your brand clean and modern. Don’t be afraid of keeping your brand simple if you have powerful messaging.
Tuft & Needle has a very simple, clean brand with only a few colors in their style guide. Black, white, and mint. They keep their messaging short and eye catching.
“Mattress stores are greedy.”
“Mattresses shouldn’t cost thousands. Unless you’re buying like 5 or 6 of ours.”
“Beds for smart people.”
Each of their messages are quick to read on a billboard but they are thought provoking.
We had the opportunity to work with them on a book they printed for their retreat. Even in the materials for their employees, they maintained strong branding and messaging. They are a great example of consistent messaging and brand identity!
Where does your business stand? Let’s run through a quick checklist for your messaging:
– Our brand is clear to anyone who sees it.
– The values of our company are easy to determine from an outside perspective.
– We have identified who our ideal client is.
– We know what our clients want to see and hear from us.
– All of our company print materials have the same shared branding and clear messaging.
If you answered no to two or more points on the checklist, it may be time to start evaluating your company’s brand and messaging. You may have a well designed brand, but if the messaging doesn’t align, it can feel inconsistent to customers. It can also go the other way. If your messaging is great, but your brand doesn’t match, it may not engage customers enough. Now is the time to spend time with your graphic designer or copywriter to ensure your brand and message are both strong in the new year. Let’s grow your business!
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