Your Golden Ticket of Marketing

Too often, companies plunge into creating a new website – or some other major marketing endeavor – without any kind of strategy, plan, or goal to guide them. As a result, branding, targeting, and voice messaging are everywhere.

In the end, the website or major marketing effort isn’t doing what the company expected – it’s not a golden ticket… It’s not a direct path to strategic results.

With the right message, you can create effective, targeted communications that help build lasting relationships with your current customers and reach your ideal customers in greater numbers.

With this strategic foundation, you can improve not only your site’s effectiveness but your overall marketing as well.

Key messages and value proposition

The right message starts with identifying your key messages and creating a value proposition. Key messages are the essential information you want your customers to remember, and a value proposition is a statement unique to your business that tells customers what your business has to offer.

The most important thing to remember when working with core messages and a value proposition is to focus on the information that matters to customers. It doesn’t matter what you think is important; all that matters is what your customers think is important.

To find out what customers want, we hired a third-party company to conduct a customer survey. Another option is to interview customers yourself to find out what matters to them. Start with just 10 or more customers and expand as you need more information.

Use all of this information to create a clear, concise overview of the things that matter to your target market. This is your value proposition. Then choose your key messages, which should support your value proposition and convey the most important information you want your customers to know. I recommend having three main messages.

Once you have your value proposition and key messages, you need to work to complete a message structure.

Message structure

A message structure is a guide to all your messages. A Google search for “message templates” shows several options and examples you can use. I recommend using a framework that includes the following elements:

  • Target segment: who your target audience is, including the positions of your main and subordinate audiences
  • Position statement: a statement that clearly defines the position you want to take in the market (similar to a value proposition, but more specific and focused, with an emphasis on competitive differentiation)
  • Key Messages: The Most Important Information Customers Should Remember
  • Evidence (one for each key message): Facts that add credibility and credibility to your key messages, such as testimonials, proven results for past customers, and industry awards
  • Value proposition: a general statement about what your company has to offer
  • Copy blocks: 25, 50, and 100 word descriptions of your organization and services

With these well-defined elements, you have a solid foundation for the structure of your message.

Horizontal or vertical message

Once you’ve created a post structure, it’s time to discuss whom to share these posts with: do you specifically choose horizontal or vertical posts or both?

You have to think about how specific you want to be. Do you talk about the industry around the world? This is known as a horizontal message. Or are you targeting specific demographic groups or industries? This is a segmented or vertical message.

Implement your message for Marketing

With the right message, you can start implementing it in the channels most relevant to your audience. This includes your website as well as email marketing campaigns, social media posts, and elsewhere.

With clear and consistent messages across all communication channels, your marketing will be more effective.

Whether your company is twenty-one or twenty years old, it’s time to review the messages to ensure that the right information gets through.