Congratulations! You're almost there! You've reached the point in your advertising campaign where your team has decided upon the right target audience and the right time. Now it's time for the final step--the right message.

 

In today's world of constant communications a person could feel a bit overwhelmed. There are so many ways to reach someone. Me? I have one cell phone, one work phone, one Skype account, five active social media profiles, four instant messaging accounts, three email addresses. . . and a partridge in a pear tree otherwise known as Twitter. So how does someone get my attention? And, how do I stay engaged? And, what communications influence my decisions? A starting point is message relevance.

 

Many businesses spend a great deal of money on advertising, but many times do not see the results they had anticipated. There are many reasons why an advertisement may not work--such as not selecting the right media to reach your target market. At times, even if you reach the right audience, you still may be unsuccessful if your message is not completely understood.

 

Narrowing your message and being specific so that your prospects receive one important message is the best avenue to take. Don't try to tell your prospects everything, as this will likely seem to them a goulash of good stuff and can be confusing and a waste of time and money. Remember: one main characteristic of an effective advertising message is that it should be focused and to the point. A message centered on your competitive edge may be helpful, as well as what benefits you offer, problems you solve, the value of buying from your company.

 

Make sure there is plenty of "white space" to make it easy for the customer to see the important points. It doesn't matter if you're advertising is in a print ad or a digital message, make sure to get your message across.

 

The message should include information that makes the customer feel at ease and comfortable with choosing to purchase from you. Messages that cause the customer to apprehend less risk, alleviate their fears and overcome their objections are most effective. When developing your message make sure you're hitting your prospects' emotional buttons. When you really understand your prospects' motivations, you will understand the emotions involved in their purchasing decisions.

 

Put some creativity and fun into your message when appropriate. Make sure your message stands out from others, because potential customers are exposed to thousands of messages each day. Motivate them to take action now rather than later. Many customers may be interested, but are just not in a hurry to do anything about it. Motivate them. This could include emphasizing the immediate impact of your product's benefits or giving them a limited time offer.

 

Impart from being boring, your message shouldn't leave a customer wondering, "what now?" Make sure you are giving instructions about which action you want them to take next: call, come to your shop, go to a website, etc.

 

Word of warning though; yes, you want to appeal to emotions, but you must be truthful and sincere in your message. Do not overpromise or exaggerate. Your customers will catch on and if they make the mistake of believing you, they will do it only once. Furthermore, others may hear about how you did not deliver on your promises.

 

Paperitalo Publications assists clients long before we become a marketing team with them. Time is spent researching and ensuring that each potential client is as good a fit for us as we are for them. We customize an individualized marketing strategy centered on each clients' needs. When this process is complete we assist clients in perfecting their messages---the third and final step.