Using Key Messaging for Targeted Marketing

As long as marketing has been around it has been important to speak to your audience. Even when Jesus himself was sharing his message of the Kingdom of Heaven, he still tailored his message with parables to better direct the message to those he was reaching. Today, crafting a message to your consumer is no less important. What we find most different today is that with technology, it is much easier to reach large numbers of people. Often times the group you are targeting is contained in a much larger group which you are reaching. This calls for you to use key messaging that will resonate most with those you wish to reach.

This is not an SEO blog, if you are looking for one you should read this SEO Blog. On the other hand you might find some connections between the two topics. You see, SEO is all about having relevant content for your customers search effort. Your customer is searching for certain things, using certain key words. If your messaging is so specific that it is a perfect match, you will cut through the clutter and be found by your targeted customer. If you have a billboard in a subway station, you are likely to be exposed to people that will not ultimately be your buyers. If you’re message is crafted for the right person it will cut through the clutter and resonate with the individual that is a best fit to buy your product.

Weather you are designing a printed ad, building a website, writing an article, or doing search engine marketing, you need to start with identifying your ideal customer. Here are some specific tips to craft a razor sharp message:

1. Use familiar people in images. People are naturally inclined to identify and relate to people. The subject of an ad should be a person that your customer looks like, or wants to look like. If you’re buyer is the mother of the household, having a motherly character is going to help her relate to your message. If them advertorial mom has it all together, that will subconsciously suggest that buying your product will help her achieve that result. This is why celebrities are great spokespeople. People identify with them to some degree, yet that celebrity status lends to people wanting to be just like them.

2. Use very specific phrases. A general statement can get lost very easily among many other general statements. Focus on something that is very specific to the kind of person you are going after. Consider an example, you are selling homes and young couples just married seems to be a good customer. the slogan “New homes for you” is not as specific as “Planning your wedding and then planning your life”. Clearly if you were in the wedding planning mode, the second would catch your attention.

3. Keep the messaging short: You get the picture. Don’t lose their attention before they forget.

4. They’re being searched for a reason: Often the choice of words that people are searching online are being searched for a reason. If your product is one that people will learn about or purchase online, then it would make sense to use the same language. Using these words on content on your website will ultimately draw  traffic, but in real life, a sense of relevancy is important. People block out things they don’t deem relevant. Make sure you learn what is and catch their attention with it.

4. Personalize it. This is the simplest one, and people often forget it. When your message is “Get your copy today!” it is more effective than “Get a copy today”. Personalizing the message is  simple and it’s a must.

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redwall LIVE is an Indianapolis Marketing company that produces campaigns, strategies and tools for successful marketing.