Not all marketing practices are created equal. Data analytics, SEO and messaging are all key parts of the process. But these can be less exciting than branding or content marketing. Yet, having a marketing message framework is a must for every small business. After all, it’s the foundation for marketing communications that set you apart from competitors.
What is a marketing message framework and why is it important?
A messaging strategy is typically contained in one communications guidelines document. It outlines the purpose of your business, its brand pillars (or what you stand for), your offerings, and what sets your business apart from the competition. It also defines writing style and tone. These can range from buttoned-up and corporate to cheeky and playful. Documenting these points is most useful for a business as its team grows to include content writers.
Overall benefits of a messaging framework are that it …
- Helps differentiate a brand from competitors.
- Unifies brand messaging.
- Directs internal teams in content creation.
There’s a lot of noise online these days. Your competitors are all shouting to be heard. And they often use similar dialog. To stand out, add one or more key points of view to your messaging framework. Then, infuse them throughout your marketing communications. Is there anything about your industry that’s broken or could be done better? Are there widely held misconceptions? Or maybe there are common practices that your business does better or has rejected altogether. Take a stand and watch as people start to pay attention.
Strike a chord with customers
Additionally, your message framework should include language that appeals to your target market’s logic and emotions. This is a key consideration, since purchasing decisions are primarily driven by emotions and then justified with logic. It’s essential to communicate customers’ challenges, plus the outcomes they want, before hiring your services. Be sure to outline these and write them in the exact language your target audience would use.
How to Use a Marketing Message Framework to Improve Your Website
Your website plays an important role in a customer’s decision-making process. The words on your website must position your business as an ideal solution for customer’s unique challenges. It should be immediately clear who you work with, the solutions you offer and how those services address their specific needs.
Use your marketing message framework to write impactful headlines, bullet point lists and product descriptions for your website. Finally, use your brand story and pillars to strike an emotional connection with customers on the About/Bio and Team web pages.
Remember, messaging is NOT copywriting. Messaging provides guidance for copy and content. It helps to organize content strategy and editorial planning. Finally, a marketing message framework simplifies the content development process for ad copy, email campaigns, social media and blog articles. It can even spill over into Public Relations, Sales and Internal Communications.
Ready to get started?
Conduct an audit to see how your messaging stands today. Is it clear? Confusing? Or cluttered? If so, consider hiring professional help to define and organize your messaging strategy. Our Marketing Message Blueprint will organize your marketing communications, clarify your audience, brand story and offerings. It will also outline the tone, style and content to use to best appeal to your ideal customers.