Clarify Your Message
Most companies think they understand what information people find important. However, marketing is surprisingly primordial. Our brains are constantly working to filter out information that is not related to a steady income, a home, relationships, and/or a sense of purpose. If your message doesn’t immediately offer a solution to one of these, it will naturally be filtered out and ignored. So, how do you avoid being ignored? Stop wasting resources on ineffective marketing noise and clarify your message.
The root of an effective message is an appeal to the brain’s instincts to latch onto meaningful information. Additionally, the message should be concise and clear. The benefits should be easily understood within a matter of seconds. It shouldn’t only offer a solution to an obvious external problem that the potential customer finds important. In addition, it should address an internal problem they struggle with as well. For example, let’s take a company that sells day planners. They could appeal to potential customers by offering help with the following problems:
External problems: Lack of organization, missed appointments, and poor time management.
Internal problems: Feeling scattered, feeling stressed and guilty about missing appointments and meetings, feeling like there’s not enough time in a day.
You have a limited amount of time to make your impression. Therefore, it’s important that your message makes a clear statement. It’s key for your marketing. What we are trying to convey is not always what the customer hears. If it takes too much brain power to decipher what you’re offering, customers will move on. Concise clarity is key to making a meaningful impression on potential customers. Those impressions translate into interest, and then sales.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.