Is you messaging to the world immediately intuitive, relevant, and credible?
Follow the eight (8) guiding principles listed below to improve customer acceptance and conversions.
4. Messaging must be benefit driven.
The benefit statement is the promise which answers the question: “What’s in it for me?” The benefit should be competitively distinct and important to the consumer. It is about how you, better than anyone else, best fulfills what is described in the ACB.
Examples of Benefits:
- Crest™ makes dental checkups easier.
- No more embarrassing static clean with Bounce™.
- Have it your way at Burger King™.
5. Messaging must be believable.
We all have been disappointed by companies and products not delivering on their promise. Because of a hypersensitivity to “marketing puffery,” without giving your audience a reason-to-believe (RTB) your messaging is little more than an empty promise. Effective use of RTB statements helps you overcome those objections.
- Recommended by the American Dental Association.
- J.D. Power award winner for three consecutive years.
- A New York Times Best Seller.
6. Tell your customers what you want them to do.
Your goal is to move your audience through the funnel to convert. A call-to-action (CTA) is a core component of any persuasion-based effort. It is a message that instructs your viewer to carry out a specific action.
7. Offer incentives to increase conversions.
To overcome barriers to purchase offer an incentive. Naturally, the greater the value, the greater the conversion rate. A purchase incentive may be in the form of a traditional price discount, guarantee of satisfaction, or creating a sense of urgency.
Following the above eight (8) guiding principles has resulted in:
Improve your marketing ROI by improving your marketing communications.
Do you need help with transformational marketing?
While you likely don’t have the budget the size of global marketers, don’t worry. You have the advantage of being able to respond more quickly, be more important in your market, and be of greater value to your customers.
Mike Stout | President, Tamarack Consulting Group, LLC
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