Making Your Marketing Message Meaningful

Making Your Marketing Message Meaningful Are you having trouble connecting with prospects? Do they seem to be uninterested in listening to you talk about your product or service? Let’s look at how to change this.

Your message needs to be stated in a way that resonates with the prospect. You can talk about all of the features in your product, but will this resonate with your prospects? for example: The first iPod

  • 5gb disk
  • 1.8″ hard drive
  • mechanical scroll wheel, a center select button, and 4 auxiliary buttons around the wheel.
  • Firewire connections to your computer
  • 10 hour battery life

This is a nice list of features and Apple worked hard to build the device with all of these features, but are you impressed or interested in learning more about the device? You listen to this or read it and you are probably thinking “why would I buy one of these?” Plus, in about 5 minutes you would have forgotten all of the information about the useless product.

For your message to resonate and stick it must simply illustrate the benefit the prospect will receive. By simple I mean in as few words as possible. Your prospects do not have attention spans that will enable them to work hard at understanding what you have to offer. If you are asking your prospect to work hard at understanding the benefits of your product, you are losing most of them before they understand what you are selling.

All of this means you must develop a simple message that resonates with your prospects and makes it easy for them to understand the benefits they will receive from your product or service.

For the message to resonate it must:

  • Be simple
  • Be easy to understand
  • Be short (7 words or less)
  • Contain a benefit the prospect will receive

Do you remember the message Apple use to promote the iPod?Making Your Marketing Message Meaningful

It was simply :

1000 songs in your pocket”.

If you like music this will resonate with you.

· Be Simple – nothing cleaver or fancy just a very simple example of what can be done with the product.

· Be Easy to Understand – all of your music is on CD’s or tapes and you know you cannot put a 1000 songs in your pocket. As a result you are intrigued and want to learn more about the product.

· Be Short – this one is only 5 words.

· Contain a Benefit the Prospect will receive – if you love music, the thought of having 1000 songs in your pocket is a huge benefit. Especially if you are using a portable CD or tape player.

I challenge you to review your message and ask the question: will it resonate with my prospects? If the answer is no, go to work on your message and create one that will resonate.


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