Successful marketing takes making the right moves from the beginning to the end. Making eye-catching ads is only one half of the equation. When people see your ads what are they going to read and what will that message mean to them? Once you grab people’s attention you want your messaging to bring it home and convince them to click, watch, or convert. If you’re interested in learning how to improve your messaging, read on.
Know your brand
Step one to writing messaging that will help you create the right messaging for your advertising is knowing your brand. It seems like an obvious suggestion, but you would be surprised how often businesses think of their brand in terms of visuals rather than copy. Your brand is reflected in both equally in both your writing and your graphics.
Your company’s copy should reflect your brand. Are you a relaxed, hip company that will use the latest abbreviations or are you an established brand that only uses the most proper form of grammar? Knowing your brand will answer these questions. For example, here at 46Mile casual writing for the blog such as using contractions and not spelling out numbers are allowed. However, using slang isn’t something you’ll see us using.
Know your customers
To help understand if your brand is formal, casual, or somewhere in between get to know your customers. After all, your messaging and advertising is for them. By doing audience research, this will help your business understand what is most likely going to resonate with your buyers.
Plus, you won’t know which channels are going to reach your audience best until you know who your audience is and their media consumption habits.
So take a step back and conduct your audience research. If you are not sure where to start, think about who your current customers are. Are your customers mostly male or female? What age range are your customers typically in? By answering these types of questions you will get a better picture of your audience demographics.
Demographic data is information that segments a market by specific information like age, income, education, location etc. Demographic data can provide more helpful information than you may think. For example, people in specific age ranges may have select media consumption preferences. When you know where your customer prefers to receive information you can choose your opportunities to promote your brand more strategically.
You can also learn more about your target audience’s personality by researching their psychographics. Psychographics help classify people based on their attitudes, aspirations, and interests. You can use psychographics to help you predict consumers’ behavior. This information can be used for smarter targeting. An example of psychographic data could be your audience goes on social media in the evening and not during work hours. This would inform you that the best time to post would be in the evening time.
Getting to know people requires research, asking questions, and continuing this process. Once, you have a better idea of who your customers are, you will be able to start crafting the right messaging for your target audience.
Ultimately, audience research is the tip of the iceberg when it comes to information that can help increase the success of your advertisements. Other research you should consider doing is competitive research, holding focus groups, conducting surveys etc. Basically, the more research you do the better because you can use that information to inform your messaging, imagery, and the channels you select.
How To Create Your Messaging
Messaging is part of what makes your advertising effective. Speaking in a way that gets your customers to act is a key part of running effective ads. Knowing more about your customers will help you create the best message. Communicating properly with your customers is half the battle. If you can speak to them in a way your audience identifies with you are more likely to see them take action.
To start your messaging go back to the campaign objectives. If you want people to go purchase your product, how is your verbiage going to move people to action? Your messaging should be actionable.
Here are a few tips to help you write great ad copy:
• Ask so what?
• Use key drivers like fear of missing out, exclusivity, excitement etc.
• Be timely
• Drive your point home
• Write like your target audience talks
• Start with your strongest point
• Offer a solution to their problem
• Provide a clear benefit
Also, make sure you keep your copy short and to the point. Don’t use any more words than you need because chances are people will stop engaging.
Tone: How You Are Saying It
Have you ever heard someone tell you it’s not what you said, it’s how you said it? This a great description of tone. Tone is the viewpoint that is conveyed through word choice and composition.
The tone of your copy should reflect your brand. For example, theSkimm, a summarized news provider, has the tone that is witty, intelligent, and a little cheeky. These adjectives help describe the brand of the business and give users an idea of what the company is like. Your tone should be reflected in your copy. Simply think about how you would describe your company and how you would like to be viewed by the public.
One way to help you determine your company's tone is by trying to describe it in three words. Once you come up with those three words you are on you are on your way to creating your brand’s tone chart where you can map out the description for each word and the do’s and don’ts surrounding how you want your tone to be conveyed. Here’s an example for theSkimm.
Tone Characterisitic: Intelligent
Description: We are smart and well-informed surround today's news and culture.
Do's: State clear facts and statistics
Don'ts: Sound pretentious
Once you know what you are saying and how you are going to say it, you need to make sure your advertisement has a clear call-to-action.
Write compelling copy that resonates with your customers
Ultimately, by doing research and understanding your company brand you are closer to writing compelling copy. One tip that has stuck with me is if it’s boring to write then it’s boring to read. If you’re able to grab someone’s attention you want to keep it. Your tone should really be showcased here.
Your copy should also resonate with your target audience. This means that they really understand and believe in your core message. So if you’re advertising has a joke they should chuckle and if your message is value based they should believe in it.
Ultimately, talking to your target audience that matches their personalities and beliefs will help lead to action. However, what also can help move your customers to action is having actionable copy.
Writing action based copy can help people continue on the customer journey. A tip for writing actionable copy is asking your customer to do what you want them to do. For example, if your goal is for them to click your button call-to-action you might say click this button. People will never do what you want if they don’t know what you’re asking, so be short and to the point.
Good marketing also needs good copy, because that’s how you are going to inform and convince potential customers to pick your company. People are looking for context and that’s what your copy can provide. Writing copy that is directed at your target market reflects your brand, and is actionable will ultimately help generate the results your company needs.