Written by the The Melotti Content Media Team, checked by Christopher Melotti
At the core of Marketing lies a strategy around a key marketing message.
Why? Because crafting an effective marketing message gives your brand tangibility by communicating with your target audience in a way they understand, can relate to, and find value in.
The success of your overall marketing lies in your ability to deliver this key message across all channels.
To help, here’s a guide on how to develop an effective marketing message strategy for your brand.
What is a marketing message?
A marketing message is the core concept in word form that lies at the heart of a particular campaign.
It may be long-standing, like Nike’s “Just Do It”, a temporary seasonal message, or both. Regardless of how you use it, it’s about using compelling words and phrases to connect with an ideal customer, engage their interest and inspire positive action.
What practise of developing this message is called Message Marketing.
A Marketing copywriter can help you craft your marketing message to ensure it has an impact.
Once you have it, it’s time to develop the strategy to execute it.
What is a marketing message made up of?
A marketing message comprises of three important factors:
- Positioning statement
- Supporting messages
- Your marketing copy
What is a positioning statement?
A positioning statement is the main idea or central theme of your marketing message. By addressing your target audience’s pain points and emphasising how your products or services can help them, this positioning statement acts as your business’ core offer.
Most often, a positioning statement is declarative and direct to the point. Since all marketing activities are rooted in your key message, your positioning statement must be adaptable to your different marketing communication types – allowing it to be utilised on product descriptions, sales presentations, digital content or press releases.
Melotti Content Media’s positioning statement is: Our content copywriting services help you engage audiences, inspire action and achieve results (and make you look amazing!).
Examples of core positioning statements:
- Amazon Australia: Shop Millions of Products
- Uber Australia: Earn Money By Driving Or Get A Ride Now
- Commonwealth Bank: We can.
- Deloitte Australia: Make an impact that matters
- Woolworths Group: Quality Brands and Trusted Retailing.
What are supporting messages?
While the positioning statement works on demonstrating to your target audience the benefits of your products and services, supporting messages provide more details about how your business delivers these benefits.
The supporting points work on satisfying consumers’ curiosity as to how your products are better than competitors and in what way you can make their lives better. These claims enable your positioning statement to be more credible and relatable.
Melotti Content Media’s supporting message is: We’re so much more than copywriters. We’re Message Marketers. We use words + marketing strategy to make brands relevant.
Examples of supporting messages:
- Amazon Australia: Huge Selection and Low Prices. Free Delivery on Eligible Orders. Shop online for Electronics, Computers, Clothing, Shoes, Toys, Books, DVDs, Sporting Goods, Beauty & more.
- Uber Australia: Good things happen when people can move, whether across town or toward their dreams. Opportunities appear, open up, become reality. What started as a way to tap a button to get a ride has led to billions of moments of human connection as people around the world go all kinds of places in all kinds of ways with the help of our technology.
- Commonwealth Bank: We’re Australia’s leading provider of integrated financial services, including retail, premium, business and institutional banking, funds management, superannuation, insurance, investment and share-broking products and services.
- Deloitte Australia: Deloitte is the brand under which thousands of professionals collaborate across a network of offices in Australia to provide audit, economics, financial advisory, human capital, tax and technology services.
- Woolworths Group: Woolworths Group is made up of some of the most recognisable and trusted brands in retailing, serving millions of customers every day with great choice.
Powerful marketing messages are vital in making customers understand the true essence of your business. To successfully communicate your marketing message, you must employ a strategy that suits your requirements and target audience.
What is marketing copy?
Marketing copy is every other word your brand uses to communicate with your audience, from blogs to websites, pamphlets to newsletters. These should all contain elements of your positioning statement and supporting points.
For more, read What is copywriting?
Melotti Content Media’s marketing copy is what you’re reading right now, everything on this website and everything else we do!
What is a marketing message strategy?
A marketing message strategy is all about how you convey your marketing message to your audience.
This involves making sure you’re using your marketing message consistently across all of your business’ communication channels so you’re building a consistent story and image.
Working as the foundation of promotional campaigns, a well-planned marketing message strategy allows you to easily connect with your target audience in a relatable and consistent way, so they are receptive in acknowledging your brand.
What are the types of marketing message strategies?
You have to find the right marketing message strategy that positions your brand in front of your audience and works well with your way of doing business.
Here are 6 common marketing message strategies:
1. Emotional
People make purchasing decisions not just rationally, but also emotionally. This strategy works on appealing to your customer’s feelings to capture their attention and earn their trust.
2. Educational
Educational or generic marketing message strategy is all about teaching your target audience. It focuses on creating marketing messages that promote a category, rather than sell your brand.
For example: you may discuss the importance of having a skincare regimen, instead of hard-selling your skincare products directly.
3. Brand Image
Building psychological connection with people is how this brand image strategy works.
By creating a personality for your brand and enhancing the way your audience perceives you, it’ll be easier for them to relate with your marketing message.
4. Positioning
5. Unique Selling Proposition (USP)
The use of Unique Selling Proposition (USP) strategy focuses on stating those elements and features that make your products and services exceptional – i.e., “What sets you apart?” and “What do you offer that can’t be found elsewhere?”
With USP, understanding your “why” or business purpose can help you come up with your main selling point.
6. Pre-emptive
This strategy is about claiming that you are the first in your industry to do something: it can be the use of certain materials in your products, the processes involved in production or the way you deliver a service.
When it comes to pre-emptive marketing message strategy, it does not matter if your competitors are doing the same thing, just as long as you get to be the number one to tell your audience about it.
So, what do you think about these strategies? Which one is more suitable for your overall marketing?
Tips to develop a marketing message strategy
To communicate your marketing message in the best way, it’s essential to have a well-thought marketing strategy.
Incorporating these tips can help you:
1. Be customer-centric by using your audience’ perspective.
This will help in understanding their concerns and knowing how to address them – both logically and emotionally.
For more, read: What Is Your Customer Finding About Your Business?
2. Be straightforward.
Your strategy must focus on crafting marketing messages that are short but powerful and on point.
3. Be familiar, but original.
When crafting your positioning statement and supporting messages, avoid using jargon that only you understand. However, give your copy a unique tone by avoiding stereotypical and generic messages.
For more, read: 15 Mistakes To Avoid When Creating Marketing Content
4. Be diligent in repeating your message.
Repetition allows you to secure your position. For a marketing message to work, you have to make sure your audience will be able to remember it. That’s why it’s recommended for a marketing message strategy to last for at least 18 months.
Equipping your business with a marketing message strategy to support your campaigns, promotions and content can create more coherent and consistent marketing.
Coming up with this kind of strategy, however, is not as easy as it seems.
Aside from the time and resources you need to invest, you must also have the right skills, experience and marketing expertise to do it effectively.
Luckily, you can always rely on freelance copywriting experts to professionaly assist you if you’re finding it hard to build a marketing message strategy on your own.
How can Melotti Content Media help you?
We understand that you want to achieve business success through quality marketing messages.
However, you may find that you’re time-poor and spread thin or you still have a lot of unanswered questions.
But you don’t need to worry!
At Melotti Content Media, we can assist with all your message marketing and copywriting needs while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
To speak to your trusted message marketers and copywriters, email us at enquire@melottimedia.com.au or phone 1800 663 342.
We can sharpen your words to achieve your goals today!
