Are you struggling to transfer that killer strategy to content messaging in your marketing channels, whether it’s social media, email or direct mail? We'll dive into 5 message types to use in that upcoming marketing campaign.
Building a marketing strategy is an important step to growing your business, but it doesn’t happen overnight. A cohesive strategy needs to align with your brand’s identity and connect with your core customer profiles. Getting to this step is important, but it’s only half the battle. How do you transfer that strategy to the content messaging in your marketing channels, whether it’s social media, email or direct mail? We’ll dive into 5 message types to use in you next marketing campaign.
Comparing your product or service to another element is a great way to trigger engagement from a this vs that lens. It doesn't always have to be you vs. the other guy (although this is effective), it could be comparing a new or old technology (ex: WiFi 5 vs Wifi 6) or process (ex: sending faxes vs sending emails). With direct mail, you have the advantage of collateral flexibility to expand on the pain points a comparison message allows you to expose.
I am a sucker for a good analogy. Far too often I catch myself looking for an analogical way to explain something, but this doesn't have to be a negative. Some of the most successful marketing campaigns have analogies at the core of the messaging, especially when certain products or services have a value prop that might be complicated to present in a direct mail channel. Protip: make sure the analogy you're using is rooted in everyday language or familiar in context, otherwise you risk your audience missing the point.
While this might be close to the comparison message type above, but I believe their are some cases that it doesn't fit into the category. If you are calling out a pain point you know drives a specific customer segment, offering a solution (in the form of "the after" depiction) can hit this point home. Before & After visuals are by far the most common message delivery method and for good reason- it keeps the value proposition concise.
Creating a content message around a new discovery that changes a customer's prospective is a great strategy to combines with a new product or services launch. New discoveries don't always have to be tied to new products, presenting the message with a new process, technology, metric or component can trigger a discovery as well.
A message created around user-generated content (UGC) can help reinforce your product or service value. Campaigns can be successful when the message is shaped with the best targeted audience in mind, your existing customers. While testimonials are great, make sure you select feedback that does more than just highlight how your company "is nice to work with"- there needs to be results oriented content to have the most impact.
All in all, we’re talking about messaging styles to start with here. There is no magic formula for writing great marketing messages. Instead, you need to develop your own style and be honest with yourself about your brand’s strengths and weaknesses. Don’t be afraid to mix it up, only then can you choose the appropriate message type to maximize your potential campaign success.
If you have any additional questions about how to create an effective marketing message, or how DirectMailer.io can cover your direct mailing needs from the note pad to the mail box, and everywhere in between please schedule a free consultation or send us a message here.
In the near future, DirectMailer.io will be offering a platform to manage your direct mailing campaigns as well as integrate into your CRM or 3rd party system for additional engagement. For more information on that, check out: directmailer.io/platform
