How To Create Razor-Sharp Marketing Messages That Get You More Clients.

In marketing, the hardest part has never been selling the product or service, rather getting someone's attention to sell to in the first place. 

But let me ask you this question; what do you think gets the attention of pretty much any human being on the planet?

Because I’m such a nice guy, I’ll give you a hint; it's something that everybody and their dog, and I mean that literally, has trained to respond to since they were young and will continune to respond to for as long as humans exist.

It is…

Calling. Out. Their. Name!

In fact, it was Dale Carnegie, writer of the best selling book ‘How to Win Friends and Influence People’ who said: “A person's name is to that person, the sweetest and most important sound in any language.” 

This was said over 100 years ago and still to this day, he couldn't be more right!

So if we know that the best way to get someone's attention is by calling out their name, why would getting someone's attention to read your ad be any different? 

How can you get your ads read by the right people? 

In the present day, people are constantly bombarded with marketing messages, notifications, alerts, recommendations, phone calls, and preachings all from hundreds of different apps on 1 tiny little device. 

And with the average adult's attention span nowadays being brought down to that of toddlers, due to this overstimulation of stuff being thrown at them, it has never been harder to keep someone's attention for as long as possible.

So when it comes to marketing your brand, to have any success, you must…

Have a message that cuts through the clutter.

Your ad must stand out (in a good way) from all that noise and distraction.You can’t just say whatever your competitors are saying and expect to get the same results as them. 

If you think you have a better chance of getting the sale by doing that, you really shouldn’t waste anymore time reading this article.  

If you’re still reading however, the good news for you is that standing out from most of your competitors has never been easier, because damn near all the marketing messages for most industries, even marketing itself, hasn’t changed since, forever! 

I mean, most marketing messages from local businesses nowadays are either flaunting themselves, saying how amazing their company is when nobody really cares, or they have an offer that has been recycled again, and again, and again, AND AGAIN, by so many other uncreative business owners for decades.

In fact if you follow and implement these simple tricks that I’m about to give you into your ads, you'll have an ad that will generate way more leads and customers than any business owner in your market could even dream of. 

Let me tell you what they are:

1- Define your target audience. 

“If you sell to everyone, then you will sell to no one.”  

It’s rookie mistake territory, and if you go with the approach of trying to sell to everybody in your ads, then prepare to flush your advertising budget down the toilet. 

Because it’s almost impossible to make a message that appeals to everyone and also sells to everyone. 

“YeAh bUt WHat ABOuT CoCa-CoLA?” “wHAt AbOuT MCdonAldS?” Exceptions don't prove the rule. And you probably don’t have the same $400 million advertising budget as them.  

So getting clarity on exactly who you are talking to is very important if you want to create ads that actually perform.

Think about your ideal customer:

What problems are they facing? 

What age range are they in?

Are they guys or are they girls?

Once you have that clearly set in your mind, you can move on to the next step, which is…

2- Create a message that addresses your audience’s needs.

Give the people something that they would want to hear. 

If you’re a chiropractor for example, and you need to reach a target audience of people with back pain, it's probably good to present them with a problem/challenge they are facing.  

Something like: 

“Does your back hurt?”

“Does your neck hurt?”

“Are you constantly feeling tired from lower back pain?”

If you’re somebody dealing with back pain, you’re at least going to pay attention to see what the rest says. 

And finally, once we have them hooked…

3 - Show that you understand your audience's problems.

Throughout the ad, make sure that your writing is always relevant to their pains and issues. 

Make sure that your audience can sense that you CAN and WILL help them fix their problems.

And make sure you're not lame about it.

None of this “we know your pain” garbage; you can get more specific than that.

If you use the chiropractor example again, we can use phrases and sentences like:

“Are you tired of taking pain killers like sweeties, only for the pain to come back an hour later and even worse? ”

Or “You can try to exercise it, but that only adds more stress onto your back, and makes the pain even worse.”

See how we’re getting deep into our customer’s psyche?

Doing this doesn’t just get you a better retention rate on Facebook, but it gets a loyal customer and someone who buys a lot more from you in the long run.

So in summary:

1. Define your audience so clearly that you can practically imagine yourself like them.

2.  Create a message that cuts through all the clutter of the ‘for you’ page by addressing their wants and needs

3. Empathise with them: it is the single greatest way to win over somebody into being a customer of yours.

If you’d like us to see how we can sharpen your marketing message, why not book a call with us here.

It's completely free and I’m not going to shovelling some high pressure sales pitch down your throat. We're both too busy for that.