It’s time to be uncomfortably honest about your brand.
Are you ready? Here it goes.
People don’t care about your brand message. Nor do they care about your value props or selling points. Saying that your brand is the best and can do amazing things doesn’t mean anything.
That was rough. BUT, there is light at the end of the tunnel. What does matter is addressing your consumers’ pain points and showing how your brand can make their lives infinitely better by resolving these issues.
1. Identify Pain Points
First question: Why should consumers go out of their way to buy your product or service? Before you even talk content and messaging, you need to get to know your audience. Identify the known (and unknown) problems your consumers need to solve, then figure out what your consumers’ motivations are for buying. When you’ve found their pain points, you’re ready to work on your messaging.
2. Develop Messaging Around Pain Points
You know why consumers need to buy from you, but now you need to convince them that they should. It’s extremely easy to fall into a routine and not want to change. So how do you get consumers to leave their bad habits behind? By showing consumers that what you’re offering is a better solution than what they’re currently doing (or not doing) to overcome their pain points.
3. Prioritize Your Message Points
Not all messages are created equal, and they really shouldn’t be. If yours are, you’re just blasting your consumers with potentially irrelevant content. To really make your messaging resonate with consumers, score each of your message points on importance (1-5) and exclusivity (1-5). How important is the message to your consumers? If it’s extremely important, give that message point a 5. How exclusive is that same message point to your brand (can your competitors claim the same thing)? If it’s not very exclusive, give it a 2. Once you’re done with this exercise, add up your scores. Your best messaging points will rise to the top.
4. Choose the Right Content Types and Marketing Channel
Now that you have your message points, what sort of content do you create and how do you distribute it? Some of your messaging may do great in a blog post, others may require a video, cheat sheet, or ebook. Now how do you distribute the content? Would your customer be able to easily consume the information on their phone, or would it be better on a computer? How your message is communicated and how you deliver it are key to engaging and converting consumers.
5. Determine Place in Funnel
The consumer’s position in the funnel will determine the type of messaging they need to see.
It’s important to determine where your messaging fits within the sales funnel, so you don’t completely miss the mark when engaging with people at these different levels. Some may just be starting the research process and want more information about their potential problems, while others may be at the bottom of the funnel, deciding if they should choose your brand or your competitor’s.
As with everything in marketing, your messaging and content aren’t set in stone. Review your results and optimize as time goes along. This will keep your messaging fresh so you’ll never lose that engagement with your consumers.