We've all been there. Stuck in a marketing meeting, listening to the same tired jargon. Does your business meeting bingo card include "synergy," "low-hanging fruit," or "think outside the box"? Congratulations! You're a winner. But amidst the buzzwords, there's a core concept that truly matters: resonance. Are your marketing messages actually connecting with your target audience, or are they just adding to the noise?
As a mid-level marketer, you're tasked to do and oversee the heavy lifting. You're past the basics, but buried in tactical execution. You know the importance of a strong brand, a defined target audience, and a multi-channel approach. But the difference between a campaign that works and one that excels often comes down to the message itself. It's about creating a genuine human connection.
I've written a lot about this topic over the past few years. In fact, "the message" is a core pillar in the "My Marketing Map" program I now offer online. So, let's dive deep into how you can craft messages that resonate, builds trust, and ultimately drives results. Explore how to move beyond superficial claims and tap into the core values and needs of your audience. I'll include some of my previous comments, because the truth then is still the truth now.
Messages That Resonate Are Built On Authenticity and Trust
Before we even think about crafting clever taglines, we need to lay a solid foundation. This foundation is built on two pillars: authenticity and trust.
"What’s the best way to build trust and credibility with potential customers? Be truthful. Inauthentic, overhyped claims are an instant turn-off... Be authentic. Authentic brands build stronger emotional connections."
This isn't just fluffy marketing-speak. It's a fundamental truth. Consumers are savvy. They can spot inauthenticity a mile away. And in today's hyper-connected world, any disconnect between your promises and the actual customer experience will be exposed.
"Pay attention to reviews. Any disconnects between your promises and the actual customer experience will be exposed and criticized online for the world to see."
So, how do we build this crucial trust? There's so much in common between B2C and B2B marketing. But, there are some differences, as well. Like this one from a LinkedIn post of mine, addressing trust building in the B2B context.
"How do you build trust in your B2B brand? Competence: Demonstrate capability... Integrity: Be honest, keep promises... Reliability: Stick to deadlines... Empathy: Show genuine interest in clients' success..."
These points highlight that trust isn't just about saying the right things; it's about doing them. It's about consistently demonstrating competence, integrity, and reliability.
Finding Your Brand's Authentic Voice
Once you have a foundation of trust, you can start crafting messages that truly resonate. This begins with understanding your brand's unique voice.
"Your brand's voice is its personality. It's the tone and style that makes it stand out... When your voice is genuine and resonates with your audience, you create a lasting impression."
Your brand voice should be a reflection of your core values. Ask yourself:
"What is your brand? Your brand should reflect who you are at your core. What drives you? What are your core values and passions?"
Don't try to be something you're not. From another post on the topic:
"Don't try to be all things to all people. Focus on your core audience and stay true to the values that define your brand..."
This focused approach is a direct reflection of your authenticity. By identifying your niche and showcasing your unique value proposition, you attract the right customers. Those who genuinely connect with your brand's mission and values are the most likely to become customers who turn into advocates and raving fans for your brand.
The Power of Storytelling
Once you've defined your brand voice and values, it's time to communicate them effectively. And the most powerful tool for doing this is storytelling.
"Great leaders are great storytellers. They have to be so they can share visions and strategies with clarity and authenticity."
Stories tap into emotions, making complex information relatable and engaging. They create a human connection, fostering empathy and understanding.
"Stories inspire, challenge, educate, and engage people. Your marketing strategy should include the art of storytelling."
Think about Apple. Their brand promise isn't just about selling computers. Apple is about innovation, design, and a seamless user experience. I've used both PC and Mac throughout my professional career. The features are more cost effective with a PC, but I have been exclusively Mac for the better part of the last decade.
"Apple is known for its innovative and elegant products... Most of all, they delivered a product that just works the way it is supposed to, and maybe a little more. That's fulfilling a brand promise."
That's why I, and countless others, are loyal Apple customers. They've built a brand story that resonates.
From Connection to Advocacy
When your message is authentic and resonates with your audience, something remarkable happens: customers become advocates.
"When your message reflects your authentic self, you attract like-minded individuals... This is the beginning of building an intangible "brand" that has a life of its own."
This is the holy grail of marketing. (Cue the chorus of angels!) It's about moving beyond transactional relationships to build genuine, lasting connections.
"When messaging and actions reflect purpose, 64% more customers will advocate for you."
This advocacy is incredibly powerful. It's word-of-mouth marketing on steroids, fueled by genuine belief in your brand.
Consistency Across Channels
Finally, it's crucial to maintain consistency across all your marketing channels.
""Omnichannel" is a big buzzword. The reality is that it's also an important part of marketing success. A consistent brand identity across channels boosts revenue by 23%."
This means maintaining visual consistency, but more importantly, it means ensuring your messaging and brand voice are aligned across all platforms.
"Clear and consistent branding across all media channels solidifies a brand in the minds of your audience."
Putting It All Together: Practical Steps
Here's a quick recap of the key steps to crafting messages that resonate:
Build a Foundation of Trust: Be truthful, authentic, and prioritize customer experience.
Define Your Brand Voice: Reflect your core values and passions.
Embrace Storytelling: Connect with your audience on an emotional level.
Focus on Customer Benefits: Highlight how your offerings solve their problems.
Foster Advocacy: Encourage customers to become brand champions.
Maintain Consistency: Ensure your messaging is aligned across all channels.
Evolve Your Brand: Keep you message fresh.
"As your brand evolves, your message should evolve with it."
By focusing on these principles, you can move beyond generic marketing and create messages that truly connect with your target audience, building lasting relationships and driving sustainable growth. Remember that visuals are powerful story telling tools.
"Content is at the heart of your brand's messaging. So, go beyond the buzzwords. Focus on authenticity, connection, and storytelling. Your audience – and your bottom line – will thank you.
There's a lot here, because I am pretty passionate about sharing my acquired knowledge and experience with those mid-level marketers who feel like they may be stuck. I get it. I was there earlier in my career. If I had to boil it all down to one piece of advice about better messaging it would be this:
And never forget:"Build your brand to build your business. Loyal customers are the lifeblood of any business."
If you want to find out more, I'm happy to start the conversation. My biggest successes are the careers I was a part of and people I helped grow. Let me know what I can do for you.
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