How to create effective marketing messages: A guide for growing businesses
From episode 7: Crafting effective messaging
Mimi Rosenheim shares her journey and discusses the importance of understanding the difference between messaging and copy, the power of storytelling in marketing, and the need for businesses to target different audiences effectively. Mimi also highlights common pitfalls for small business owners in marketing, the significance of revisiting messaging as a living document, and the role of SEO in shaping effective communication strategies. Throughout the discussion, she emphasizes the importance of customer-centric messaging and the value of learning from successful writers in the field.
Resources mentioned:
Obviously Awesome, by April Dunford
Punchy by Emma Stratton
Understanding the difference between messaging, positioning, and copywriting can be confusing for growing businesses. This comprehensive guide breaks down how to create effective marketing messages that resonate with your target audience and drive results.
Understanding the basics
What is messaging?
Messaging sits at the center of your marketing strategy, bridging the gap between your positioning and your actual marketing copy. It's not about specific words or taglines, but rather the core ideas and value propositions you want to communicate to your audience.
How messaging differs from copy
While messaging provides the strategic framework and key points you want to communicate, copy is the actual words used in your marketing materials. Think of messaging as your north star that guides all marketing communications, while copy is how you express those ideas in specific channels and campaigns.
The messaging development process
1. Start with positioning
Before developing messages, you need to clearly understand:
Who your target audience is
What problems you solve for them
How your solution is different from alternatives
Your unique value proposition
2. Define your core messages
For each audience segment, determine:
What you want them to think
What you want them to feel
What you want them to do
This "think, feel, do" framework helps ensure your messages connect both rationally and emotionally with your audience.
3. Create campaign briefs
When developing specific marketing campaigns:
Identify where the audience is in their journey (awareness, consideration, evaluation, purchase)
Define the single most important message for that stage
Outline supporting points and proof
Specify desired outcomes
Common pitfalls to avoid
Skipping documentation Even if you think you know your business well, document your messaging strategy. This helps ensure consistency across your team and marketing efforts.
Making assumptions Test your messages with real customers rather than relying solely on internal perspectives.
Using industry jargon Avoid buzzwords and technical language unless you're certain your audience uses and understands them.
Being too broad Target specific audience segments with relevant messages rather than trying to appeal to everyone.
Focusing only on features Connect features to benefits and emotional outcomes that matter to your audience.
How to test and refine your messaging
Simple testing methods:
Conduct informal customer interviews
Use intercept testing (quick feedback from target audiences)
Monitor response rates to different message variations
Track engagement metrics across channels
Study successful competitors' messaging
When to review and update
Your messaging should be reviewed when:
Launching new products or features
Entering new markets
Facing new competition
Seeing decreased marketing effectiveness
Noticing market changes
Tips for small businesses
Start simple Focus on documenting your core messages before developing complex campaigns.
Study successful ads Analyze advertisements that catch your attention and consider what makes them effective.
Be customer-centric Always validate your messages with actual customers rather than relying solely on internal perspectives.
Maintain consistency Ensure all team members understand and use the approved messaging framework.
Allow time for creativity Step away from day-to-day operations periodically to think strategically about your messaging.
The role of SEO
While search engine optimization is important, don't let it drive your messaging strategy. Instead:
Develop your core messages first
Use SEO insights to inform content strategy
Link SEO keywords naturally to your message themes
Focus on solving customer problems rather than keyword stuffing
Final thoughts
Effective messaging requires a balance of strategy and creativity. Take the time to develop a clear messaging framework, test it with your audience, and refine it based on results. Remember that good messaging evolves with your business and your customers' needs.
Don't rush the process - sometimes stepping back and gaining perspective leads to the most effective messaging breakthroughs. Focus on understanding your audience deeply and communicating your value in ways that resonate with their needs and aspirations.
