The conventional wisdom with marketing messages is to keep it simple. The simpler the message the easier it is for your audience to understand and to complete the “action” required. The “action” can be buy now, read this or subscribe now! Today, the marketing message has taken a new twist. We are now seeing a story being told that links directly to the product. It makes the product personal, and that helps the audience identify or see themselves using the product. In addition, it creates an emotional tie, hence brand loyalty.
So, what are the keys to a marketing message?
- Keep it simple. Focus on the key attributes of the product. Deliver the features and benefits statement.
- Call to action. Tell the audience what you want them to do or say to engage with the product.
- Create an emotional relationship. Paint the picture of how the product impacts daily life activities or show/ create an individual story that is very similar to the product target audience. They need to see themselves doing, saying or sharing the experiences of the character in the story.
I have to share with you an awesome video that demonstrates the keep it simple message. In the video, we learn about Buddy Media (the product), the CEO Michael Lazerow’s story (the emotional relationship) and the “action” Michael wants you to take. This is brilliant on all levels, but most of all it teaches an invaluable life lesson. It only takes 20 seconds of insane courage to change your story and to change your life!!