Effective marketing starts with saying the right words to the right people at the right time. But that can be more difficult than it sounds. A messaging strategy gives you the tools your business needs to make that happen. But how do you create a decent messaging strategy?
A messaging strategy is a filter to figure out the right words to say to the right people.
The 5 components of any effective messaging strategy are:
- Audience: who are you trying to do business with?
- Problem: what is their issue?
- Solution: how can you help them?
- Credibility (Guide): why should they trust you?
- Action: what do they need to do to get started?
So where does all of this go? Use this as a filter for all of the content you create. It should be your internal guide as a team to produce a consistent brand message.
- Messaging Strategy
- Your Guide To Creating a Messaging Strategy For Your Brand
- 4 Mistakes to Avoid With Your Website Messaging
- Why Messaging Strategy is Key for Website Content
Robert Carnes 0:05
This is the brighter web podcast insights on growing a small business using the latest technology and marketing best practices. Robert here with Mickey today, I thought we’d spend some time discussing messaging and how that applies to people’s businesses.
Mickey Mellen 0:19
It’s a great topic. So I guess why is messaging important, though? We’re web design shops, we’re gonna make pretty designs, what does messaging matter?
Robert Carnes 0:27
For the most part, it’s just about having a clear and consistent way about speaking about your business, right? Just like you just said about who we are as GreenMellen, and we’re a website shop, right? Well, what does that mean? How does that impact people, right? So having a clear and concise way to, , even just be able to talk to somebody casually, about what your business does, because, that’s how we do as human beings, we talk to one another, with each other does, right. And if you can actually explain it in a way that is meaningful to somebody, then it’s actually more likely that they’ll want to do business with you.
Mickey Mellen 0:59
That’s it. That makes sense. And I know you’re real passionate about this, and you have five different pieces you like to go through to figure out what that full message looks like. Let’s work through some of those and see what you have to say. So the first one is the audience. Tell me about the audience you try to unpack?
Robert Carnes 1:13
It always begins with who you want to talk about and talk to somebody in particular, right? Because it ultimately comes down to, we’re going to do business with people. And so well, who are those people who you are trying to reach, who’s your target audience. Being able to understand a lot more granularity than just that, right? Understanding what they’re looking for, where they live, how to actually be able to reach them how to communicate with those people, that is the foundation for a lot of messaging, because you’re ultimately trying to reach those people. And you’re ultimately trying to, to have a clear message for them, right? Because they’re the only ones who are going to run across your website or see your advertising or one of those kinds of things. So when you’re able to, to create a message that’s ultimately going to resonate with them. That’s what you’re trying to be good at.
Mickey Mellen 2:03
Gotcha. That makes sense. And so of course, the audience is just the people, though. And so Next, you want to unpack the problem that they have. And this is what I think a lot of companies Miss, they don’t clearly articulate the problem. So how do you uncover that?
Robert Carnes 2:15
As you understand your audience, I think you’re naturally going to kind of see what challenge that you help them deal with? And that’s obviously, jumping ahead a little bit. But , that’s kind of the way you get back into it, right? Is it understanding, okay, what is it that they need, right? Because every business is ultimately solving some sort of problem for somebody, right? You’re trying to actually fix something in their lives and make their lives easier? Otherwise, why are they gonna even do business with you? Right? Why is it worth them paying their money for your product or your service? And so understanding what challenge they face is going to help you understand again, and uncover a message in a way that sells people, hey, you’re dealing with this thing. You’re facing this tension. I can help you with that. So that’s the problem that the person faces.
Mickey Mellen 3:06
I think that can draw people in. Because if you can articulate you understand their problem, they’ll trust that you have a solution for them. That’s kind of the next one is then to explain your solution.
Robert Carnes 3:14
Absolutely. So that’s where you’re backing from usually, hopefully, you’ve started your business, your service, whatever, with a kind of market gap in mind, right? You’ve found kind of a place where people have this issue, and I’m going to help deal with it not not every business realizes that they started in that way, right? I’m selling this, this product, because well, people what solves this issue that somebody had. And so basically, that uncovering your, your service or your product, as some solution to somebody’s problem I’m going to help you resolve this tension in your life, I’m going to make your life easier, because I’ve got this thing that can help you out. It’s good. And that applies both to, b2b companies if you’re working with a business, or if you’re working b2c, if you’re working with a consumer you just want to think about how can I help this person in their business where their professional life? or How can I deal with this person in their home where they live or in their cars, and they like that. So you want to get where people are, understand their problem, and then kind of come up with some way of how do I help them?
Mickey Mellen 4:20
That seems like the end of it. And then we have two more to go through. But if you go through, we’ve talked about the audience so far, the problem they have, and we’ve offered the solution, so that’s it. But there are two more important pieces. The next one is credibility about why they should trust you. And I think establishing that is key. Because even if you have a solution that people don’t know that they trust that you have the right solution or trust that you’re ethical, or whatever it is, it could be a problem.
Robert Carnes 4:42
In most cases, there’s going to be another option out there. And sometimes that option is I’m just going to ignore this problem and hope it goes away on its own right. So in a lot of cases, you do have to earn trust, right, you have to actually let people know like, Hey, I can help you and I’m not trying to pull some skin Manju, this isn’t some sort of trick, right? Because that, unfortunately, has been the case that a lot of I don’t know businesses and marketing is kind of get this sleazy perception in some cases. And so we have to be like, no, I, I care about what you had to say, right? You have to have empathy with your audience and go, No, I understand what issue you’re going through, I want to help you. And then kind of the other half of that credibility is the authority piece is going, not only do I care about this, but hey, I’ve been helping people out just like you for 25 years, I’ve helped 1000s of customers, I have this kind of accreditation or this sort of certification, you can trust me, I, can prove and check these boxes off in your head. And all of those little pieces add up to a bigger credibility for you as a business that will help again, when you explain that after you’ve kind of dealt with, the problem and the solution, after, you’ve kind of established basically, your right for people to listen to you, then you can say, Okay, now know a little bit about me, here’s what I can kind of be your guide, and helping kind of overcome this challenge that you may be facing.
Mickey Mellen 6:03
Awesome. That makes total sense there. And then once you’ve established your credibility as the guide, it’s very important to give a clear next action for people.
Robert Carnes 6:13
I’ve seen plenty of marketing websites, they’re just like here’s about us. Here’s our company history. Okay, great. And now what? There’s even some cases where it’s like compelling they do the first few steps here, they actually show me what the issue is, and it resonates with me, I’m like, Alright I want to do business with you. But I’m like, how, like, where do I start, right, and so a clear call to action, , on your website is a great place to start. But even, whether that’s an ad, or it’s a social media post, or like any, any marketing piece that you put out, there should ultimately have some sort of call to action, it should be pretty clear, right? It may be a small step, right? Like a social media post, you may not necessarily be asking somebody to take the action of, signing up to be a new client or buying this product right away, like you can have smaller calls to action. But ultimately, they should lead towards building a relationship with you, right, they should ultimately lead towards, you actually building, building your business and growing your business through marketing. So, I think just having a clear understanding of what that call to action should be, again, from a softer word, like, hey, download this free ebook, or follow us on social media, or subscribe to our newsletter, like, those are softer things, but ultimately, they should hopefully be leading to a clearer action. And all those things. Again, consistency is important, making sure that those all align actually, with your messaging, and that those are consistent with the problem and the solution. Those are important things.
Mickey Mellen 7:41
So your five items, just to recap here, where the audience who you’re trying to do business with the problem that that audience faces, the solution, you can help offer to them, the credibility for why they should trust you, and then the next action they should take to get started. So , I figured all this stuff out, I have all this written out. What do I do with this? Now? What do I do with this content? Where do I put it?
Robert Carnes 8:00
That’s a daunting one that a lot of businesses usually run into. Ultimately think about this as a filter, that any piece of content, you’re creating any marketing, strategy, or campaign that you’re putting together, it should run through this filter of asking kind of these five questions, or these five buckets run through this and make sure you kind of understand who your audiences for this thing, what problem you’re trying to solve, etc, etc. And if you employ that simple framework, it’s gonna set you up for a lot more success in that, again, if it’s an advertising campaign, if it’s , you relaunching your website, even if it’s something simple, like your logo, right? You can pack all of that into something as simple as a logo. But you still, , you still want to have that, in the back of your mind, there’s a lot of this kind of stuff maybe stuff that you’re thinking about just internally you as a business leader, or you as your team. Some of these things may not actually become out publicly, you might not write about this on your website, or include it in your logo. But it’s all good things to help you think through. So you’ve got a more strategic approach to your marketing.
Mickey Mellen 9:06
Consistency is the key there. I think you can use most all five of these on your website, because you have room to dig into that right. But then keeping those individual pieces consistent across social media and email marketing and advertising. All that is huge. ,
Robert Carnes 9:19
There’s going to be different places where you’re going to want to turn up the dial on a certain piece here there you may focus on your audience a little bit more in this piece. And you may focus on like, this is an important part where we stress our credibility on this page of a website, or in this campaign, right. So there are going to be different levels to each one of these different things. But you’re going to want to be consistently thinking about each one and try to include as many of them as you can in each of the different marketing platforms.
Robert Carnes 9:48
Thank you for listening to this episode of the brighter web podcast with Robert and Mickey. We’re from green melon, a digital marketing agency. And if you want more insights like this, you can visit our blog at GreenMellenmedia.com we’ll also be including a few more resources about messaging that we use to prepare this episode in the show notes, along with links to new episodes at a brighter web.com