Consider these four elements of an effective marketing message: Voice, View, Purpose and Target. These elements can apply to a wide array of marketing materials from websites to direct mail. Depending on how you approach each element, you can either move forward with your marketing or tend to get stuck!
“Voice” is what your marketing says and how you phrase what you are saying. You can be professional and reasonable and clearly state a message, or you can worry about how persuasive and clever your messages are and get bogged down. Too much emphasis on persuasion can present poorly and look overdone. Instead, state your basic message in simple and honest terms. Make an effort to use “value” words that speak to the significance of your products and services to your customer (i.e. saves, helps, solves, strengthens, cures, fixes, improves, etc.). Other value words stress a timing element (i.e. early, now, today, soon, often, immediately, quickly, etc.). But, be careful not to go over the top with it!
“View” refers to how your marketing material appears from a visual standpoint. Here again, emphasize professional and clear first. Worrying too much about how pretty or appealing your marketing materials are provides another opportunity to over think your approach and get stuck. First consider how well the layout communicates your message. Then add appealing visual elements, but not the other way around. Be mindful that too many visual elements can cause confusion. Visual elements may complement a message, but they should not diminish the message.
“Purpose” refers to the actual point or intention of a marketing element. What does a particular marketing message actually ask a prospect to do? What is the intended end result of a particular marketing piece? Is it to inform the prospect? Should a prospect call you back if interested? Should he or she click on a “link,” set up a meeting, fill out a survey, schedule an appointment? Further, how does the specified action taken by the prospect set in motion a well defined series of steps that will ultimately lead to business? Keeping the purpose of a marketing piece in mind throughout its entire production keeps it on track and keeps your focus on creating objective results.
The “Target” is the intended recipient of your marketing. In my career, this has been the most important element of all. I am constantly working to identify more and more well qualified prospects and to put my marketing material in front of their eyes. The better the prospect is, the easier the sale and the less persuasion is needed. When you see to it that any marketing element you produce is finding its way into the hands of good prospects, it will take some pressure off the elements listed above.
Putting It All Together
Move forward with your marketing by making it professional and clear. Add appealing visual elements as an enhancement, but don’t let them take over. Stay focused on the purpose of your marketing. Have a clearly defined end result that moves in the direction of transacting business. Lastly, try to put your marketing materials in front of as many qualified prospects as you can. In doing so, you will achieve more effective marketing communication – and gain more business!
Four Elements of An Effective Marketing Message
Consider these four elements of an effective marketing message: Voice, View, Purpose and Target. These elements can apply to a wide array of marketing materials from websites to direct mail. Depending on how you approach each element, you can either move forward with your marketing or tend to get stuck!
“Voice” is what your marketing says and how you phrase what you are saying. You can be professional and reasonable and clearly state a message, or you can worry about how persuasive and clever your messages are and get bogged down. Too much emphasis on persuasion can present poorly and look overdone. Instead, state your basic message in simple and honest terms. Make an effort to use “value” words that speak to the significance of your products and services to your customer (i.e. saves, helps, solves, strengthens, cures, fixes, improves, etc.). Other value words stress a timing element (i.e. early, now, today, soon, often, immediately, quickly, etc.). But, be careful not to go over the top with it!
“View” refers to how your marketing material appears from a visual standpoint. Here again, emphasize professional and clear first. Worrying too much about how pretty or appealing your marketing materials are provides another opportunity to over think your approach and get stuck. First consider how well the layout communicates your message. Then add appealing visual elements, but not the other way around. Be mindful that too many visual elements can cause confusion. Visual elements may complement a message, but they should not diminish the message.
“Purpose” refers to the actual point or intention of a marketing element. What does a particular marketing message actually ask a prospect to do? What is the intended end result of a particular marketing piece? Is it to inform the prospect? Should a prospect call you back if interested? Should he or she click on a “link,” set up a meeting, fill out a survey, schedule an appointment? Further, how does the specified action taken by the prospect set in motion a well defined series of steps that will ultimately lead to business? Keeping the purpose of a marketing piece in mind throughout its entire production keeps it on track and keeps your focus on creating objective results.
The “Target” is the intended recipient of your marketing. In my career, this has been the most important element of all. I am constantly working to identify more and more well qualified prospects and to put my marketing material in front of their eyes. The better the prospect is, the easier the sale and the less persuasion is needed. When you see to it that any marketing element you produce is finding its way into the hands of good prospects, it will take some pressure off the elements listed above.
Putting It All Together
Move forward with your marketing by making it professional and clear. Add appealing visual elements as an enhancement, but don’t let them take over. Stay focused on the purpose of your marketing. Have a clearly defined end result that moves in the direction of transacting business. Lastly, try to put your marketing materials in front of as many qualified prospects as you can. In doing so, you will achieve more effective marketing communication – and gain more business!