Have you found that recently, the impact of your marketing campaigns hasn’t been as effective? Or maybe you’re wanting your campaigns to have a stronger impact on your consumer audience. The key to gaining success in your marketing campaigns has shifted and you might not have even noticed.
Marketing isn’t just tips and tricks thrown together- it requires planning and strategy- what are your target demographic interested in? What’s the best platform to reach them on? What sort of jobs do they have? Where do they live? The key to marketing success is in specificity.
The AIDA Principles.
If you’re familiar with marketing, then you’ll most likely be aware of the AIDA marketing principles. Attention- Interest- Desire- Action are all steps to help your consumers through the sales funnel. First off, get their attention; now get them interested in your product; If they’re interested- make them desire it, why do they need your product; finally, take action, click the buy now button- make them a customer.
Most people would solely focus on the Action stage- it should make sense, if you want people to buy your product they do have to take action and, well, buy it- but how many potential consumers are you losing because you’re not even grabbing their attention to begin with?
Cutting through the noise.
There are thousands of ways you can grab someone's attention- but specificity within your messaging is a must. Not only do you cut through all the noise, but there are numerous benefits to being specific within your messaging.
Being specific also gives you the presence of being a professional at what you do. You project your knowledge, what is the exact problem your product fixes, and over time your credibility builds- because you're the expert and your product is the best at solving the problem.
In this way, your messaging is also persuasive. Without being specific your messaging has to be some degree of persuasive, otherwise how are you selling your product? But adding specificity, like numbers and statistics (like many specific messages do) lets consumers know you're clear and honest about your product- they’ll be persuaded to learn more.
So how can you be more specific?
First, take a look at your audience- how niche is it? If you’re tagretting a wide audience, try to narrow it down or break it up. Different audiences will have different needs- so one message might not relate to another, so make sure your audience is exactly who you're looking for to buy your product.
With a niche audience it’s easier to tailor your messaging, because you can find out more on how your product fixes their problem. It’ll be easier to grab their attention and peak an interest.
This seems like an easy one, but many companies are still insisting on using stock photos- please stop! A stock photo instantly screams “generic” more than anything else- more than generic and vague messaging. Consumers will see the picture before they read the writing- if you’re using stick images, I can guarantee you’ll be losing a chunk of your audience before they’ve had a chance to read anything.
No one likes generic marketing. In today’s society of perfectly tailored For you pages online, being generic just doesn’t cut it anymore- that’s the bottom line. If your target consumers see your messaging and they don’t feel it instantly relates to them, they’ll be off.
Get down to business on who your niche audience is, and be crystal clear on the problems your product fixes tailoring your marketing campaigns to success.
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