Elements of a Successful Brand : Messaging Hinge Marketing

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Messaging can take a number of forms—a tagline, ad slogans, headlines, your sales pitch—but they all share a few common traits. Persuasive brand messages are always brief and bring essential points of a firm’s brand. And they frequently intentionally oversimplify concepts that, really, may be complex and nuanced. This oversimplification is a great thing, but it, as the goal of a brand is to be noticed, remembered and favored. In an over communicated world, the only real way to get within the minds of customers is to whittle away at your message until it comes to a pointy point.

You may leave some particulars on the ground, but the thrust will really drive home and stick. Under each audience, write down all of the common objections you’ve encountered when promoting your amenities. For instance, “Why would I choose your firm over Firm X, the market leader?” Or “I’ve been burned buying similar amenities in the past. How do I know you can be different?” Then answer each objection in turn, referring on your key messages and core brand message for thought. When possible, assist your points with genuine evidence—proof makes your argument much greater. Some of your audiences may have identical questions.

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But you are going to doubtless adjust the solutions to fit their differing expectancies.

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