Helping your message rise above the noise.

Nanette May 17, 2021

Effective marketing isn’t the mystery some make it out to be. A lot of it is common sense. Of course, people aren’t born with marketing skills. Just like we learn to hold a pen or type on a keyboard, good marketing skills come with practice. That doesn’t mean you can’t achieve improved results fast. Assuming, of course, you’re willing to try implementing some simple strategies for creating better marketing messages.

Below are ideas anyone can apply. It’s not about gaming the system. It’s about developing solid skills to make you a better communicator. Pick three to start. Just keeping a few ideas in mind as you brainstorm can improve your impact dramatically.

1. Think from the audience’s perspective. Most people write from their perspective. It’s natural, but not an effective approach if your goal is to reach others. Creating relatable marketing messages isn’t hard, it just requires some time and thought. Part of being relatable is recognizing when your writing is biased toward a certain audience. Take these fun gender writing quizzes as an example. If your intended audience is women, are you writing like a man or visa versa? You might be surprised what you discover.
2. Stop touting features and benefits. Most marketing advice suggests forgetting about features and focusing on benefits. You’re better off tossing most of both if your aim is to be heard and appreciated. Shift your thinking entirely. Small business marketing isn’t about touting your ideals. It’s about understanding what’s valuable to others.
3. Use storytelling sparingly. There’s a big push these days to use storytelling with everything. That’s usually a bad idea. Most people are terrible at knowing how and when to use this tool effectively. Instead of creating a relatable and compelling picture, creators drone on for way too long with material that doesn’t help illustrate a point. Stories only work when a reader envisions a scene they can relate to. Don’t despair. If you’re not feeling comfortable about crafting your own story, you can use literary devices others developed to help build those images in your reader’s head.
4. Imagine problems. One of the best ways to catch someone’s attention is to solve a challenge they’re facing. Sure, all this positive thinking advice tells you to seek opportunities instead, but your client is still trying to figure out how to resolve an issue. If you can do that for them, you’re golden.

   

5. Use imagery. This isn’t quite the same as storytelling, but achieves a similar outcome. People remember what they can see. If your written words help your reader create images in their minds to underscore your point, it’s more memorable.
6. Keep it short. Sure, there are times when long-form copy is effective. Most people who don’t already have a relationship with you, though, won’t take the time to read it. When you’re creating an introductory marketing message, get the point.
7. Add humor. Everyone appreciates reading something that puts a smile on their face. When you find a funny way to express your ideas, it can be very effective. Humor can be tricky if you make it too complicated or controversial. Keep it clean, try to find universal ideas people can relate to, and stay humble.
8. Unclutter your workspace. I’m serious about this one. It’s really hard to work with a clear head when you’re surrounded by chaos. Schedule 15 minutes today to start the process of creating a workspace that’s inviting instead of draining. You’re welcome.
9. Have fun. If you’re enjoying playing with marketing concepts and start giggling as you develop copy ideas, your readers will feel it too. One of the best ways to reach an audience is to make your material a joy to read and share.