Back to Basics #1: Message Checklist
Hey everyone, continuing the theme of marketing common sense and going back to the basics, let’s talk about messaging.
“Messaging?” you ask. “What the heck are you talking about? I’m way too busy fanning, friending, producing viral videos, posting and responding to social media to think about messaging.”
To which we’ve gotta say: Maybe this is the problem.
Today, there are far too many ways to talk to your customers and prospects. Yes. I said that. Far too many ways. It’s too easy for a marketing director to focus on all those ways, and forget about some of the basics.
Basics like: What do you want to say, why is it compelling, and what do you want the person to do?
“Oh no,” you’re now saying. “That’s way, way, way too Marketing 101. Of course we’re on-message. Of course we’re thinking about that.”
Really?
Are you sure?
Cool. Then try this. Open up your home page–or your microsite home page–and take the following quiz:
1. Is the message the first thing a visitor sees?
2. Is it obvious what your company does?
3. Is it clear what you’re selling?
4. Is there a clear benefit to the visitor?
5. Are you saying something only your company can say?
6. Is what you’re saying clearly different from your competition (be honest)?
7. Does it avoid industry jargon or brand terms your customers may not be familiar with?
8. Does it tell them what to do next (view, register, order, etc?)
9. Is there a sense of urgency (limited time, etc?)
10. Is there an immediate reward (buy now and get 20% more, get a white paper, etc?)
Now, give yourself one point for each “yes” answer.
9-10 points: Congrats, you’re an infomercial. No, seriously. Many companies and organizations may not need to hit every message point. But if you can do it without being obnoxious, congrats!
7-8 points: You’re doing very well. Your message is, most likely, reaching your audience effectively.
5-6 points: It’s time to look at your message strategy. It’s probable that you’re missing some serious opportunities.
3-4 points: Please tell us you’re a nonprofit with a very large endowment.
0-2 points: Oh, come on. Is this possible?
Yes, it’s basic. And yes, it’s all to easy to forget the basics these days. Hopefully we’ve helped you look at your message with fresh eyes—and give you some ideas for how to improve it!
