1. Not Speaking to Customers’ Values
Too often, marketers orient messaging around what they believe to be the most important features of their product or service, instead of looking into what’s actually important to target customers. Take the time to understand your customers and their values, then align your messaging accordingly. One way to get insight into customer values is to ask them to complete a short survey, either in your store or online using a service such as SurveyMonkey. If your primary interaction with customers is in-store, you could even load up your online survey on an iPad and ask people to take the survey at the point of check-out for an instant discount.
For example, a small chain of discount tire stores might use an in-store survey to compare what customers value. For example, the store may find out that while cost is important to its customers, “family” and “safety” are the two things they value most. The company could then shift its messaging from “lowest cost” to “keeping your family safe on a budget.”
2. Relying Too Heavily on Buzzwords
Everyone wants to be part of a major trend, whether it’s being a “big data” company, a “slow food” restaurant or a “mompreneur.” The problem with relying on these buzzwords to define you is that the more popular they become, the less impact they have. People begin to simply tune them out.
This doesn’t mean you can’t use popular category phrases at all. Just use them sparingly, and pair them with words that differentiate you and pack a unique punch.
3. Failing to Make Your Messages Portable
Many companies rely on word-of-mouth to drive business. Is your messaging “portable” enough for these customers to easily spread the word?
Your logline should give people an idea of what you offer and provide some sort of hook to stimulate interest. For example, “a boutique PR agency that specializes in launching hot emerging tech companies” or “an accounting firm that deals exclusively with small-business audits.”
Once you’ve got your logline, go back through your marketing copy and make sure these simple messages come through loud and clear. You can also use the logline itself in your marketing materials, on your web site and social media properties, and in conversations with customers and prospects.
4. Forgetting To Excite
You know that sensation of arriving home after a short drive and not remembering any details of the drive?
Much of our life is spent in this “auto-pilot” mode, making decisions based on our habits, emotions and gut instincts. It’s up to you to wake people up and inspire them with your messaging .so infuse your language with as much excitement and energy as possible, and use action verbs rather than the passive voice.
5. Messaging By Committee
When you fill a conference room with senior managers for a messaging session, it’s not unusual for everyone to have a different opinion about what the company does, accompanied by a strong need to be heard.
Your messaging shouldn’t sound like it was fused together in a lab. While it’s valuable to get multiple opinions, don’t fall into the trap of trying to please everyone in the room. Stay true to your audience’s values, be authentic and communicate in straightforward terms.
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