Create A Marketing Message That Resonates With Your Audience
The question is: how do you make people fall in love with your brand?
It all starts with a marketing message that resonates deeply with your ideal persona”……says Ramona Sukhraj, IMPACT
Creating a marketing message that resonates can be done by answering these three questions:
- Who are you trying to connect with?
- What do you bring to the table?
- Why should they care?
- Trying to please everyone never works.
- While it might sound logical to try to attract as many customers as possible, ask yourself the following questions:
- Would you rather have less total customers that are loyal to your brand, or a large number of customers that aren’t loyal?
- Would you pay more money for a product or service made specifically for your needs, or for one that had a one-size-fits-all feel to it?
- Instead of desperately trying to win over people who aren’t right for your product or service, you are better off focusing intently on the perfect customer — your ideal persona.
- When you are creating a buyer persona, you want to gather as much research as possible about them: Look for trends among your current customers.
- Once you complete your research your finished buyer persona will be a detailed profile that includes:
- Hobbies and interests
- Goals and aspirations
- Problems and fears
- With this background, you will know exactly who your marketing message needs to resonate with and have detailed insight into how to make it do so.
- To make it easier for you, Ramona recommends downloading their free kit: The Marketer’s Buyer Persona Kit. Inside you’ll find everything you need to research and create your personas.
The What: Understand Your Brand
- Do you lack focus in your marketing confusing your audience?
- You also need to understand what you are presenting to your persona.
- To craft a marketing message that truly resonates with your persona, you need to be brutally honest with yourself about your company’s strengths and weaknesses.
- Consider the things your business is best at and the things that your persona cares about the most.
- The sweet spot of where those answers intersect should be the core of your marketing message.
- Here’s why:
- You message needs to highlight your best strengths
- You message needs to connect with your ideal persona
- What’s the one thing that you want people to immediately understand about your brand?
- Without a clear message that accurately describes your brand, it makes it much more difficult for your persona to find you.
- For your marketing message to resonate, you have to execute on what you claim to offer.
- That’s why it’s crucial that you understand your brand before trying to pitch your persona.
- Consumers care more about your ability to execute extremely well on one thing than they care about a long list of features.
- What’s your brand story?
- Stories are powerful marketing tools, because people connect with stories.
- Creating a brand story helps you stand out in the mind of consumers and makes it easier for them to connect with your brand emotionally.
- Your marketing message resonates when you follow-through on what you offer.
The Why: Your Unique Value Proposition
- You know your ideal persona.
- You understand their hopes and dreams, their fears and struggles, and what makes them tick.
- You also have an honest understanding of your brand and what you bring to the table.
- Now you just need to figure out how to connect the two?
- Why should your persona care about your brand?
- The answer to that question is your unique value proposition.
- So, how do you create an unique value proposition?
- Your unique value proposition should explain:
- What your business does
- Who your persona is
- Why your brand is different
- First, you want to make a list of all the benefits that your persona desires, based on your research.
- Think about their hopes, dreams, fears, goals, etc — anything that’s attached to an emotion. (i.e. solving a specific problem, reducing a fear, saving time/money, etc.)
- Then you are going to look for ways to connect those benefits to the things your business is the best at.
- Your value proposition should be read and understood in about five seconds.
You want to make it as clear as you can to who you are targeting and why they should choose you, and the most effective way to do that is to speak the language of your persona.
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