How to translate your intentions into simple marketing messages
You have these big, beautiful ideas and intentions for your customers and business.
Sometimes they’re so big they’re a little scary.
They fire you up and get you excited and you want to share them with the world; use them to connect with your customers and see your business grow.
You set about speaking, writing or creating content to share these messages and….
The words won’t come.
The messages stayed locked in your heart, never seen or heard.
What’s worse, the self-doubt sets in…“Well if I can’t get this right, how can I do the rest?”
If you’ve ever felt this frustration you are not alone.
Most freelancers, creatives, coaches, small business owners have felt the same way.
The good news is, you don’t always have to feel this way.
Crafting marketing messages and creating content can be easy and it can be fun ONCE you are clear on your outcomes and strategy.
A marketing message is designed to tell your customer something about you or your business and build a connection.
The way you create these messages is through content.
Any piece of content you create for your customers – any piece of communication – is a marketing message.
And any piece of content you create should fit into a piece of your larger marketing strategy….
That’s how you get super-effing-strategic and ensure you’re not just creating for creation sake; you’re actually going to see real benefits from each content piece created.
Here are 5 steps to help you take your amazing intentions for your customers and business and translate them into simple marketing messages:
There is no need to be *perfect*.
All our Type A perfectionist readers are thinking “WHAT did they just say?” and we love you for that! BUT when you’re creating marketing messages you need to start somewhere and ‘somewhere’ is usually not perfection-central.
An imperfect marketing message out there in the world creating responses (that you can hone and edit) is better than a near-perfect version in google docs – where no one can see it.
You know your customers so well. So, you instinctively know what’s going to resonate for them.
[ If you feel unsure of what’s going to resonate, keep referring to your customer persona/ideal customer. Who are they? How do they speak? What matters to them? How can you make their life easier? ]
An awesome copywriter once taught me to start writing a marketing message as if you were explaining it to a 6-year-old. This is where you start – not where you finish. You can add context, emotion and personality as you go.
To start simplifying it, say it out loud. You can even record yourself as you do it to listen back and see what really jumps out at you!
My product does this…
My program helps this person…
My business is about…
My customers gain…
Then add your business/your personality by cutting the jargon and adding words that make sense to you and your customers.
Try not to start with a blank page!
Every marketing message should have a reason behind it. Start by brainstorming a few general points for your message:
>Who is the message for specifically?
>What’s the message trying to achieve for your customer?
>What is the action you want your customers to take after listening/reading/watching the message?
The more you create messages using a simple formula, the easier it will be.
If the thought of writing, editing, finalising ‘copy’ or marketing messages make your stomach roll then invest in expert advice.
It’s not as expensive as you think and it will make a HUGE difference to your productivity and final result.
A good copywriter will take all your thoughts and intentions and passion for your business and turn it into simple and smart marketing messages – and that’s what we’re about.
We can help you create your individual tone, marketing messages and all your content. Get in touch today for your personalised free, 30 minute copy consult.
If you’re getting frustrated and anxious trying to make something work, it’s not going to be the best outcome. Get up and walk away. Get some fresh air, sunshine, exercise. Have a shower, brew a cuppa, let some thoughts marinade as you go about your day and chances are next time you sit down to create your messages they will flow!
We hope you’re inspired to sit down and start crafting some simple marketing messages today. At Bohemia, we believe that marketing can be fun once you learn some basics, are clear on your outcome and keep your customers in mind. We are all about wordy solutions and if you need help with any copy or content conundrums we’re here for you!
Because WORDS MATTER.