What is a Message Strategy in Marketing?
Messaging Matters
On average, it takes 9 to 13 “touches,” or audience engagements, to make a lasting impact on your customer. In a marketplace saturated with competing brands and an over-abundance of information, your messaging is the compass that guides your brand, helping you create authentic engagement and differentiate your brand in a crowded space.
How you message yourself to the world matters. According to the Product Marketing Alliance, a 20% improvement in your messaging has a more profound impact on ROI than a 20% improvement in your product.[1] Your messaging serves as the foundational narrative that shapes perceptions, bridges the gap between your brand and your audience, and ensures that every communication is cohesive, clear, and resonates.
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Purpose Driven
An effective messaging strategy starts with research to better understand who your customers are, what matters to them, and what your competitors are doing. This process includes two essential components:
- Customer interviews: There may be a disconnect between the features and benefits you believe are important to the customer and what the customer actually wants and needs; you may be focusing on pain points that don’t accurately reflect their real-world challenges. Through a series of anonymous interviews, we talk to your customers to uncover their buying behaviors, values, triggers, and influences to bridge the gap between perception and reality.
- Competitive research: Next, we take a deep dive into your competitors to see what they’re doing well, what they offer, how they position themselves in the market, and what outlets they’re using to reach their audience. We compare that to what your customers said about your business to identify what makes you different, the unique value you offer, and where you outshine your competitors.
Building Your Marketing Message Strategy
Strategic Framework
We compile the wealth of information gathered about your customers and your competitors to create a series of proof points that align with the audience. They include:
- Value propositions—what your customers stand to gain by choosing your product or services
- Unique selling points—compelling reasons for customers to purchase from your business over others in your industry
- Language that resonates—a carefully crafted narrative that strikes a chord with your customers
The end result? A strategically crafted framework that forms the verbal identity of who you are, the value you offer, and why you’re better at it than anyone else.
Creating effective messaging is both an art and a science. It’s not just about saying the right things; it’s about understanding and communicating the essence of your brand in a way that cuts through the noise, reaches your audience on an emotional level, and compels them to take action.
[1] https://www.productmarketingalliance.com/harness-power-message-market-fit/
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