Tips on Creating Effective Product Messaging

by Keetria on January 5, 2014

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Focus on delivering the whole nine yards

In the age of multiple social media websites and opportunities for people to review you, there are a few cautions for the entrepreneur that could mistakenly drift into a bad message channel. For instance, if there is a promotion that you are running involving freebies or giveaways, don’t follow one commonly followed path.

A lot of new brands want to create hype and in doing so they create gimmicky events that have carefully created fine print. They assume that people will be beating down the door and excited to see a new place, and maybe with the state of the economy, that they will in turn not worry about you not making good on your offer. Don’t follow this path! Even if a few customers stick around and don’t mind what you did, the ones that were looking forward to the event or giveaway will vent about it. There are brands with massive potential that go this route and ruin the future for themselves; especially in the domains involving travel and music merchandising.

Incorporate lots of examples

When you are first involved in the process of conveying a message, there are many consumers who may not believe your claims right away. When you make moves like including graphs and other visuals that may appeal to their emotion, their analytical side can kick in and make a last minute decision for them to buy your product. It has also been widely proven in the world of successful advertising that if you have a point to make in the world of branding and marketing, make it in three’s. It has been said many times that even with a stellar product, the most important motive is to not have the main message put people to sleep. In essence, creating a sense of urgency could be the hardest work involved in creating your message.

The art of really knowing your buyer

In some cases the persona and entire culture of a buyer must really be examined. Of course demographic research is the most traditional way to do this, but even logging on to some social media sites and checking out a product’s following can clue you in. If you truly are going to deliver a message that will resonate for a long period of time, there are a lot of attributes you have to figure out. When dealing with a company like VW or a hip sneaker brand, figuring out what your target market’s buttons are can take you across the finish line in the final hour.

In a well-known technology company that now has a large share of market sales’ research, at the very last minute before a new commercial dropped on the web and on air, it was learned that the target buyer had a bit more competitive edge than previously thought. With not a whole lot of time to spare, a spot was tailored for them that involved two alpha type males playing a game against each other, instead of a typical product pitch. In the end, it really paid off; even though the two guys’ competitive edge was a bit quirky, the audience recognized the call to action and really lined up to purchase the product.

Another attribute of great strength is fully understanding your target market’s next choice down the line. Whether you are in the business of outsourcing, coaching, or perfecting a product line, when it comes to creating a message, there is much more to be done than just offering a quick peek at your strong points. Sometimes in the line of insurance and service providers, the most important part of the message is voicing what “They” AKA the “competitor” can or cannot fulfill compared to your product. Part of a product message is clarity and strength building, and your product or service may really be able to spread its’ wings when sized up against another that offers the same thing with a few pitfalls.

About the Author: Entrepreneur and marketing director out to share business ideas, tips and concepts. As a music enthusiast, her musical ensemble consists of plenty records from the 80s with a smidgen of the new stuff. When she’s not brewing up a new mix, you can catch her over at HyPursuit and AMW Group. By Keetria Garner-Chambers Google+

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