A conversation I have frequently with business owners and managers is how to communicate everything that their audience needs to know about their service or product, and keep people listening. When you run a business and are passionate about what you offer, EVERYTHING is important. You’ve put hard work and thought into every component – and it feels like the outside world should see the intentionality so that they can understand the value you are truly offering them.
However, my marketing experience would tell us that this is not the case. We live in a fast-paced, low attention span, outcomes-oriented culture. So unfortunately, you’ve got to hook the customer before you can give them all the details.
Even as I write this blog, I am tasked with creating a message and formatting it in a way that gives you bite-sized information in an attention-grabbing way for you, my audience.
So, my simple goal for today is a shift in perspective.
How to Simplify Your Marketing Message
Communication doesn’t have to be that hard. When it comes to the initial hook of a potential customer, figuring out the appropriate platforms and methods for reaching your audience is step one.
Then you begin to work on messaging. This is where many business managers get hung up. Messaging is what you feel like you know – there are things you want communicated about what you offer. But I want you to take a step back…
When a consumer is interested, passionate or invested in something – it won’t take much convincing to dive deeper.
Offer the bait, and your target audience will bite if you’ve reached them in the appropriate medium. Consumers are naturally more motivated to take a step forward for more information if it meets a need or desire. After you’ve caught their attention and taken a step deeper is when you begin to share more detailed information.
Think about when you’ve seen an ad on Instagram for a product that meets a need you have. There’s a sentence or two that tells you what the product is, and if you’re interested, you click for more information. Then you get to the products page a get a little more detail. If you like what you see, you begin to make buying decisions- what are the dimensions, functions, unique characteristics of this particular thing.
Why is it different for your customers?
Say Less, Not More
You should not have to convince a consumer in your initial message. If a consumer has no interest in what you have to offer, then they are likely not your target audience anyway. You don’t have to waste your time trying to talk someone into something they don’t want. Instead, you can spend your time and marketing dollars reaching the people who will end up converting to real customers.
There are many strategies to figuring out how much to communicate, what to say, at what time, and on what platform. And we’re here to help with that strategy and execution. But for today, the goal is simply to take a step back and think differently. It’s okay to keep communication simple and clear when you are reaching new customers. All of the details are important, and there’s a time and a place for them too. But your target audience will take the next step to reach that information when you reach them through the right medium. And those that don’t were probably not your target customers anyway.
If you’re interested in digging deeper into content, messaging and marketing strategies like these- that’s what we’re here for! Let’s look at your business’ marketing together and identify ways to save you time and improve your conversions. Shoot us an email to chat about ideas for your business.