Marketing messaging is important.
This is especially true at a time when it is such a struggle to stand out from the digital crowd.
Think how the average person is bombarded with hundreds of emails and thousands of social media posts every day.
Memorable, meaningful messages will appeal to your customers.
So, not only do you have to pay attention to what your brand is saying, but how you say it.
In this guide, you will learn the basics of effective messaging and how to make sure you speak the language of your target audience.
What is Marketing Messaging?
Marketing messaging represents how a brand communicates with its customers and highlights the value of their products. “News” refers not only to the actual words and phrases a brand uses in advertising, but also to the feelings and emotions associated with what they are saying.
In short, messaging encompasses both the literal language of a brand and the sub-text of their ads. Your approach to messaging affects just about every corner of your business, including:
- Social media posts
- Commercial copy
- Website copy
- Email campaigns
- Calls to action
Notice the difference between your marketing messaging and your brand voice. The former relates to the overall message you want to convey to customers, while the latter represents the tone and attitude you will take in the process. While they are certainly intertwined, they are far from doing the same.
7 effective marketing messaging examples (and why they work so well)
Perhaps the best way to understand marketing messaging is to look at a few real-world examples.
Below are seven tried and true types of messages that are all staples of all marketing.
1. Affordability and Value
Conveying affordability is one of the most common marketing messages and works so well because it points to the near universal problem of making money.
For example, brands like Smile Direct Club are great at emphasizing the value of their product by using both numbers (“$ 3 a day”) and emotions (“a smile you will love”).
2. Ease of use
In the technological world in particular, consumers want high performing products, but not at the expense of these complicated products.
The easier something is to use, the less stressful it is and the easier it is for people to imagine this product in their hands. Learn how Bubble.io is releasing its no-code software to skeptical customers.
So much of effective marketing messaging involves reassuring customers.
Conveying comfort means making your buyers feel warm and fuzzy while also confirming that you understand how they are thinking.
For example, Secretlab highlights how their gaming chairs are “built for any size,” which may reassure buyers who have been burned by uniform seats or are otherwise skeptical.
In the meantime, following the “Invest in Comfort” call to action, this video reinforces the feeling of comfort for completely different types of customers.
4. Security and peace of mind
The promotion of safety returns once again to the concept of reassuring customers.
In the highly competitive luxury car market, Volvo attaches great importance to safety. Its most recent campaign, “A Million More Lives”, underscores the brand’s longstanding commitment to vehicle safety and its ongoing efforts to keep the tradition alive with its latest models.
Marketing messaging doesn’t have to be rocket science.
Brands like Boden are currently booming with a very simple message: Our products help you stand out. Note the simple four-word statement (“Make your Outfit Pop”) and the style-oriented call to action on their homepage.
In the meantime, the brand has cemented its mission statement through its Instagram biography (“filling wardrobes with bold colors”) …
… And creates content around the concept of a signature style via Instagram reels.
Do you see how that works?
6. Longevity and practicality
No surprises: people don’t want unreliable services or products that are falling apart.
Chicco does a great job of promoting the benefits of their car seats, but also the long-term emotional bond that comes with them.
Here’s another example from Bellroy on Facebook, combining the product’s longevity with an emotionally engaging narrative:
7. Ethics and sustainability
Today brands are more likely to meet consumers who put ethics and sustainability above everything.
Companies like Avocado are masters of messaging that focuses on ethical decisions as well as happier customers.
Here’s another example from Arctic Fox showing how marketing messaging mixes with your Instagram hashtags.
What do the best marketing messages have in common?
Brands are obviously spoiled for choice in what to say and how to say it.
Businesses can move their messages from campaign to campaign. In the meantime, some brands may have more subtle messages while others are totally on your face.
Below are some common themes between many of the examples above and effective marketing messages in general.
You are personal and human
Obviously, your messages should feel human-written and not just presented as sales messages.
They are short and to the point
Most marketing messages can be summarized into a single sentence or slogan. Short messages grab readers’ attention and are great for social media, email subject lines, etc.
You put emotions and advantages over functions
Again, brands should strive to connect with their potential customers as quickly as possible. Emotions make it happen, while a laundry list of features and specs doesn’t.
Note: Communication features are usually reserved for later in your marketing funnel after your leads have had time to do their homework.
They are actionable
The best marketing messages create a sense of urgency or help people imagine products in their hands. Be specific in what you offer. A lot of brands make the mistake of being “creative” but in the end they just come up with a vague message.
You are unforgettable
Eventually, people will remember expressive messages (“Pop your outfit” or “#DYEFORACAUSE”). This again speaks to the importance of writing short but sweet messages that consumers can remember.
How do you choose your marketing messages?
Good question! There are obviously a lot of variables that will affect your approach to messaging.
Whether your business is already established or you’re trying to get your brand off the ground, let’s look at a few starting points to help you find a meaningful message.
Brainstorm the wishes, needs and weaknesses of your customers
How you ultimately position and talk about your product depends largely on your target audience.
Pay particular attention to your customers’ problems. What is stopping you at night? Are you budget conscious? Slip into their roles and imagine what they would be looking for in a company.
This is an important distinction between your brand voice and marketing messages. You are completely responsible for your voice, but your messages depend largely on the needs of your customers (not necessarily the other way around).
Check out your competition’s news
You obviously don’t want to copy or present the same messages as your competitors. You have to differentiate yourself.
This means scrutinizing your competitors’ messages. For example, what language do they use? How do they appeal to the emotions of their audience? In short, what is your point of view?
Be aware that there may be some overlap between you and your competitors when it comes to messaging. Even so, there are countless examples of brands with apparently similar products with completely different messages.
For example, look at the mattress industry that goes straight to the consumer. There is tons of competition, but many of the biggest brands emphasize different messages:
- Nectar sleep (the “most comfortable mattress”)
- Avocado (organic and natural)
- Casper (“the best bed for better sleep”)
- Lila (“the best technical progress for mattresses in 80 years”)
Think about your brand values
Another key component of your message is your brand mission and values. Think about how you can integrate these values into your message and how this highlights your USP (unique selling point / offer). We see this a lot with sustainable companies as they take up an angle that instantly sets them apart from the competition.
The importance of getting your marketing messages out
A quick side note! Marketing messaging is usually not just a person’s idea. Instead, choosing an embassy is a democratic process involving both senior and marketing departments.
In addition, you should understand your messages from the top down. It is also something that you should be able to define for other employees. For example, documents like your social media style guide should clearly define your marketing messages for new team members to help them onboard.
“How do I know if my marketing messages are working?”
If in doubt, look at your data.
For example, you can use social media analytics to highlight your top performing ads, posts, and promotions to help you understand if your messages are landing. Based on these, you can tweak your messages over time to make sure they are relevant to your target audience.