Marketing messages are everywhere. From TV commercials to social media ads, brands are always trying to connect with consumers. And while these messages are short and sweet, they still manage to pack a powerful punch — or, at least, the effective ones do.
What is a marketing message, how can you create one that results in better lead generation and what should you avoid in the process? We’ve got your guide below.
Why Is a Powerful Marketing Message So Important?
First things first: What exactly is a marketing message? Also known as a promotional message, it’s your brand’s way of telling your target audience what your organization is and why they should do business with you. Essentially, you can think of your marketing message as an opportunity to briefly and quickly influence a consumer’s purchasing decision.
There are two keywords in this definition: briefly and quickly.
Your marketing message is not a thirty-minute infomercial reviewing your company’s history and all of its extensive capabilities — it’s one sentence. Yes, you read that right: A marketing message is only one sentence. And it’s not a long-winded, run-on sentence, either. It’s a clear and concise phrase that informs and convinces your target market on why they should choose your product or service. Most importantly, it delivers a brand promise to potential customers, making it different from a tagline.
That said, your marketing message is one of your most powerful advertising tools. It’s your chance to:
- Grab your target audience’s attention.
- Relay how you will solve their problem.
- Explain why they can trust your company.
The takeaway: A good marketing message does a lot in a short amount of time. It’s a powerful tool that you can use to build brand awareness, improve lead generation, boost sales and keep your business growing.
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5 of Our Favorite Marketing Message Examples
So now that you know what a marketing message is, here are a few examples of real-life ones to inspire your brand:
1. Ulta Made Buying Cosmetics Beautiful Again
The message: “The possibilities are beautiful.”
Why we love it: Creating a marketing message when you specialize in beauty supplies is challenging. How do you tell your target audience that they need your products without making them feel self-conscious? With this carefully-structured message, Ulta acknowledges there are many beauty products to choose from, but all of its choices (and customers!) are equally beautiful.
2. Spotify Appealed to the Masses
The message: “Music for every mood.”
Why we love it: Spotify had their hands full creating a marketing message because their target audience is pretty much the entire world of music lovers. But the brand was able to come up with a four-word sentence that tells us, no matter what type of genre you want to hear, Spotify has you covered.
3. Starbucks Let Us Know They’re More Than Just Coffee
The message: “To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.”
Why we love it: Instead of focusing on the fact that Starbucks sells coffee — as if we didn’t already know — the company highlighted their commitment to creating a better planet while also mentioning that they sell coffee.
4. Tostitos Gets the Job Done
The message: “Get to the good stuff.”
Why we love it: Chips like Tostitos have one purpose: to help us scoop whatever delicious dip we’ve been eyeing up into our mouths. And with this message, Tostitos makes it clear that they’re the chip you can rely on to do just that.
5. TikTok Acknowledged Its Viral Power
The message: “It starts on TikTok.”
Why we love it: Admit it — you’ve heard or said “I saw it on TikTok” at least once (if not more) this year. It’s hard to deny TikTok’s power in making content go viral. From recipes to life hacks, so many facets of our conversations can be linked to TikTok videos. So not only is TikTok’s messaging clear and to the point, but it’s also 100% valid.
How To Build (and Nurture) Your Marketing Message
Now that you’ve seen the role promotional messages play in your marketing campaign — and a few examples of highly effective ones — let’s review how to create a marketing message that’s clear, concise and resonates with your target audience.
Step 1: Make Your Target Market the Central Focus
Before writing a marketing message, you need to have a distinct idea of who your target audience is. Examples of questions you can ask to understand your target demographic better are:
- What problems are your target audience currently facing?
- How does your ideal consumer make purchase decisions?
- What type of tone or language does your target market use?
The better you understand your target demographic, the easier it’ll be to create a message that captures their attention, appeals to their emotions and convinces them to learn more about your company.
Step 2: Allude to the Solution You Provide
Your message should convey that your business has the capabilities to resolve your target audience’s problem. But remember — since your message is only one crisp sentence, you might not always have the bandwidth to explicitly state the problem. Instead, you can allude to the problem, which your target audience may already be aware of, so that you keep the message concise and ensure you hold your target audience’s attention.
Step 3: Keep It Simple
Keep things simple to avoid creating a bad company message. Overly complex messages do not get remembered — but short and sweet ones do. Case in point: “Just do it” by Nike is one of the most influential and recognized marketing messages in the world. Why? It’s three words, straight to the point and easy to remember.
Step 4: Differentiate When Possible
When explaining how your product or service solves your target audience’s problem, try to include what makes your business different from competitors. For example, Walmart offers similar products as Target and other big-box stores. But its differentiator is that it provides these products at a cheaper price, which Walmart includes in its message: “Save money; live better.”
But when including a differentiator, be sure to not waste space in your message by repeating something that your customer base already knows. A prime example of this is a grocery store claiming it offers a large variety of products — which most grocery stores do. Instead, the store should mention how it features international brands or provides fresh deli meats daily, as these are things that not every supermarket can provide.
Ready To Build a Powerful Marketing Message?
With so many best practices to keep in mind, developing a strong marketing message can seem overwhelming. But by focusing on your target audience and keeping your message short and sweet, you can generate quality leads. And if you’re feeling stuck, use the steps and inspiration above to guide you through the creation process.
There are a million different ways to create a marketing message. And just because you already have one doesn’t mean you can’t edit it as your business and customer base evolve. That’s why it’s essential to stay in the know with all things marketing — and subscribing to our newsletter is a great way to do that. Sign up now to get the latest marketing tips sent directly to your inbox.
