Your marketing message is the bridge that connects your business to the outside world. Even on your busiest day, you must filter out the madness happening behind the scenes and deliver your message in a clear, compelling way that gets results.
So how can you do this in a quick and easy way? The next time you sit down to craft your next marketing message — whether it’s for an email broadcast, a tweet, a sales letter, a video, or a brochure — ask yourself these FOUR questions.
QUESTION 1: “Who is your audience?”
Have you ever heard of a business owner who didn’t want everyone to love their product? Even when we know we should have a target market, it’s tempting to want to cater to the masses and eventually win them over. But usually when you try to please them all, you end up engaging no one — and this rings especially true when it comes to marketing copy.
Before you write down a word, you should know WHO your audience is. Many writers, dancers, singers, and actors — those in expressive, creative fields — are often advised to zero-in on one person in the audience and perform for that individual. That way, you know you’re connecting with one person, and there’s a good chance others will perk up for your message as well. Try this exercise for yourself and see how much it helps.
QUESTION 2: “What do they want?”
Once you’ve got an image or idea of that one person reading your marketing message, try to think of what they need. And think outside of your product for this one .
QUESTION 3: “How can you meet their needs?”
Brainstorming potential needs of your target market can make it easy to come up with your “angle” — the decisive way in which you’ll appeal to your audience.
Don’t limit yourself. Just even having a few different needs of your audience floating around in your head while you write will help.