The message you share with the world does more than define you, it identifies who will be attracted to your business and who will not. The more refined your message the better.
Part of the journey for every business owner and entrepreneur is to decide who they want to attract as a customer. An obstacle that many have to overcome in the beginning is the notion of serving everyone. How many times have you heard someone say “My product can help everyone”?
As idealistic as this might be, we must remember that for every product there is an ideal customer who wants to buy it. Our messaging goes beyond what we say, but also what we don’t say.
When deciding upon messaging to represent your product and brand, you must know what emotions resonate with your audience. Because people buy on emotions, we must learn to capitalize on them to attract our ideal clients to us.
To quickly understand how messaging relates to emotions, simply look at any government election in the world. You will quickly find that each political party has a client base that resonates with their message, and others who will not. Because their message is tuned into their exact audience, each party can quickly promote their agenda and find support for it.
Compare this to candidates who are in the middle. Because they are not polarizing in their messaging, they can have a harder time finding people to connect with them. Even though they might represent the feelings of a larger portion of the population, their message does not evoke enough emotions to gain the support needed to win.
Because of this, in each and every business we must decide what we must say and do to communicate what we represent to our audience. The quicker we do this, the easier time we will have in attracting our ideal clients.
In regards to online advertising, there are several components we must consider when we are creating a message to market our business. First and foremost is the imagery we utilize. Because people will see an image long before any text, we must ensure that it invokes the emotion that we want people to feel. It must create curiosity that invites someone to want to engage with the ad more. As people are exposed to thousands of marketing messages a day, it is vital that each ad’s visuals stand out in a crowded market. The best way for an image or a video to stand out is to understand who your audience is. Find out what arouses them. Use what will captivate their attention and encourage them to want to know more.
The other component of messaging is the written word. Here it is critical you understand who you are marketing to. Because the average comprehension level in the world is at the 5th-grade level, you want to ensure your message can be understood by the masses. Of course, this is dependent upon your audience and what type of product you are marketing. But if you are unsure about what level you should be writing at, simply look at time-tested ads throughout the years. You will find the ad copy to be simplistic that anyone can understand. The more complicated the ad copy, the worse it will tend to perform.
When these two components are properly combined, you will have a powerful combination to attract ideal customers to your business.