Short Message, Big Impact

Engaging your audience is the entire goal of your short marketing messaging. So the audience must make the top of the priority list when considering how to write it.

Short marketing messaging is typically less than 25 words. But products often have a ton of features and benefits, many of which the developers spent an incredible amount of time perfecting and producing. But the end result of listing features and benefits is a limp product summary.

To engage your audience, you have to think like your audience. What do they get out of your product? What is their experience?

Try the following.

Click like a customer

• It can be hard to get in the customer mindset when you’re looking at your own product. So go out to the website of a product or company you admire and start clicking. What are you looking for? What messaging speaks to you the most? Take notes and try to apply these lessons to your own marketing messages.

Get customer feedback

• Ask the experts. Survey your customers and ask them why they buy from you and what their experience has been. Then craft your messaging to elicit more of those positive experiences.

Call to action or experience

• Action statements are powerful. Before delving into why you think your product or service is great, call the customer to action or tell them what they will experience. For example:

             “Make more money.”

             “Read about this exciting opportunity.”

             “Make life easier.”

             “Get a free e-book.”

When you spend eight hours a day thinking about and immersed in your product or service, it can be hard to get into the head of a customer again. But this is the number one most important thing you can do to create powerful messaging. You know why your product is great—but until your customer is engaged, you won’t have enough of their attention to explain it to them.

 

 

For further reading:

>> Five Copywriting Errors That Can Ruin a Company’s Website, Smashing Magazine article by Brad Shorr

>> For Short Messages, Be Specific About Value, Buyer Persona Blog article by Adele Revella