The most important part of your marketing messaging is its content. What you are actually saying or trying to get your prospects to do is the destination you are trying to reach with the vehicle of marketing, so to speak. Here are some tips on how you can improve your marketing messaging:
Help prospects move closer to a sale
What are the main pain points that hinder your prospects from becoming your clients? Hopefully, you have some idea about what is stopping your prospects from signing with you. If not, find out. If you do know, make your message about how you can make this easier. If its price, have a sale. If finding the correct packaging is a barrier, write an article on how they can design their packaging or do a cross-promotion with a trusted packaging company. The easier it is to become your customer, the more prospects you’ll convert.
Focus on what is working
What tactics and media have worked for your company in the past? Do your prospects engage with video? Do you have good response rates when you send email campaigns? These tend to be somewhat of a moving target, so focus on what is currently driving people to your website and keep an eye on trends to see what might be a good move down the road.
Have one big idea
When you are putting together your marketing messaging, its best to deliver one idea or concept at a time. When was the last time you read the entire contents of a 7 paragraph email? I’d guess it’s been a long time or never. You should try to keep your content brief and focused.