It may not be easy, but if you can find out the answer to this question from just a few of your customers, you’ll be well on your way to creating marketing messages that will captivate and motivate your target audience. Sometimes, we don’t know who is the main target group that is interested in our product or service, so we provide general material that is irrelevant to our ideal customer. Creating a marketing strategy that defines our ideal target market first and then creating a message that speaks specifically to them should be our goal.
It’s far too easy to forget that the ideal customer is actually a person, with real needs and desires that we should attempt to meet! Once we understand what’s really important to them, then we can solve their needs and present solutions. Your marketing message needs something of substance in order to move them to take the next step. For example, lets say you own a pet store, you’ve got to learn to talk to dog lovers differently than cat lovers whose personalities and needs are very different. But before you can do that, you need to know which group is which. Ask your target market questions and survey them. Find out what keeps them up at night or what drives them crazy and then offer them a solution.
On the other hand, if your prospects doesn’t know or trust you enough to do business with you yet, then focus on getting them to learn more about you. But, do not bore them with useless information that they do not care about. Maybe you can give them some free information that will inform and educate them. Then make sure to offer a clear and appropriate call to action. Without this call to action, your marketing message is useless.
With any advertising media, whether print or online, it is crucial that you offer a strong call to action. Make sure that you define a deadline for ordering your product or service to create urgency. This is especially true on the web. It’s too easy to click away to the next page if there’s nothing compelling to be found. Instead of using phrases such as “click here” you should use terms like “Compare and Save”, “Sale ends soon”, Learn More” and “Buy Now” to motivate the viewer to make a buying decision more quickly.
Or, you could offer a free upgrade, unique selling point, discount or free gift if they call sooner. It is a good idea to make an offer deadline date in the same month as your ad or material is received or viewed. This way the audience knows that they only have a limited time to respond and won’t put it off and likely forget. Another great call to action idea is to offer a new customer a no risk trial period. If they are not completely satisfied with the product or service they can cancel or return for any reason before the trial period expires.
A call to action should be very visable and mentioned several times throughout your marketing piece. Lets say someone is viewing your website and only sees the call to action on your homepage. They may leave without responding so make sure the call to action leads the viewer through your website by showing the offer on every page. But, be careful not to ask your audience to provide too much personal data about themselves in your call to action because chances are they will ignore your offer.
When you pair a clear defined target audience with a great call to action that is clear and defined and informative enough to motivate people, you’ll be on your way to a successful marketing campaign with maximum bang for your buck. The main idea of any great marketing message is to quickly make sure your customers understand what you do or sell, explain why they should purchase it and what benefits are waiting for them if they do.