Your messaging is a critical part of your advertising efforts. It helps establish who your business is and it's your messaging that connects you to your customers. Your message sets the tone for your brand and helps distinguish you from competitors.
Consider, for example, the messaging that went out during the COVID-19 pandemic. Overwhelmingly, businesses wanted to tell their customers, "We're here for you." Target, Walmart, and Verizon all used some variation on that message to create a powerful impact. It spoke directly to overwhelmed customers who needed to know that they could still count on the brands and businesses they had relied on for so many years.
Likewise, your business has the potential to share powerful marketing messages that can help establish your place in your industry. Here are seven ways you can stand out with your messaging.
1. Address your audience directly.
If you want to share a powerful message, address your audience directly. First, you need a clear understanding of who your audience is. This will help you decide the medium in which to communicate with them and the type of language that resonates best. Share that you understand their pain points and their needs. The more directly you speak to your audience, the more they will connect with the ad and your message.
For example, Crave's video ad on Instagram, which looks like a user-generated video. It starts by speaking directly to its audience and inviting them to follow the user on his journey as he uses the app. The results add up throughout the video, keeping users engaged and showing them how they could benefit by using the app. It creates an incredibly compelling look at the app and its uses, encouraging others to use it, as well.
2. Include an attention grabber.
If you want your ad to stand out, you have to include something that will grab their attention. Start your ad with an intriguing statement or questions that pique their interest. Attention grabbers often speak to the consumer's emotions. For example, capitalize on the excitement of the back to school season or invite watchers to share in the peace and joy of the Christmas season by appealing to the emotions that accompany those seasons.
3. Keep it simple and to the point.
You want viewers to do something specific after they view your ad, whether it's becoming more aware of your brand or paying a visit to your store. Keep it simple as you connect with them so that you don’t overwhelm them. A simple ad can convey just as much as a more complex one. Consider, for example, Chevy's "real people" ads. They share a simple statement about the vehicles, focusing on the people who will use them and the benefits they can offer. This simple strategy can go a long way toward keeping viewers' focus on what they're learning from the ad--and helping to improve brand recognition later.
4. Create an emotional connection.
Emotional ads significantly outperform those that contain no appeal to emotion. Consumers are more likely to pay attention to ads that they connect with on an emotional level. Evoking disgust, for example, created an ad response that was 47% higher for one advertiser than a bland, boring ad. Emotions also make your ads more memorable, which increases the odds that customers will recall them later.
5. Establish your voice.
As a brand, you need to know who you are and what you stand for. Consistent branding can lead to a much higher return on your advertising investment. Try to establish your brand voice early in your advertising journey for maximum effect. Your voice will help you convey who you are as a business, what are your priorities, and what can you deliver. Make sure your voice reflects how you want to be perceived in your industry.
6. Know what differentiates you from your competition.
Coke and Pepsi have the same general target audience, but they have attributes that set them apart. Not only do the companies have an ongoing rivalry that appears in many of their ads, but they try to set themselves apart through their marketing and establish what makes them different. When you know differentiates you from your competition, you can channel that into your marketing.
7. Work with a media partner.
If you're struggling to create impactful, effective ads that help your business stand out consider working with a media partner. They will work closely with your business to provide a deeper understanding of what your target audience wants. A media partner will also help analyze your space and create the ads that differ from others in your industry.
From television ads to social media and more, a media partner can make a huge difference in your advertising efforts. With a clear understanding of your goals and an expert by your side, you will be able to produce marketing materials with attention-grabbing messaging.