Your message strategy is the driving force behind everything you do in marketing. And while creativity certainly plays a role in how you get that message out, if your strategy fails to execute no amount of creativity will save it. We’ve come up with a foolproof way to ensure your message is hitting the mark so that you can let your creativity run wild.
Make Sure Your Positioning Statement is Defined
A good positioning statement is short, sweet and to the point. It makes it clear what you do and why your target audience should want to know more. Your positioning statement should be important, unique, and believable before creativity comes into play. But when it does, creativity can help to make it come to life so that it catches the eye of the reader and helps to draw them in.
Incorporate 3D Visuals
Visual elements are an important part of any email, and that is something that won’t change in the years to come. In 2020, expect to see a rise in 3D visuals, which can lead to an increase in subscriber engagement. Enhanced visuals not only convey the message of an email more effectively, but they also help to build confidence in the subscriber’s mind, leading them to make that decision to buy.
Think of your message strategy as the recipe for how to write and talk about your product. Your positioning statement could be considered the base ingredients of your recipe, without them you’d have a mess. Add them, and you have a solid foundation where you can add your creativity to complete your dish.
Are your Support Points Doing Their Job?
The ideal reaction to your positioning statement should be a desire to learn more about your company or product. That’s where your support points will come into play. They will help to explain how you are going to deliver the promise that you made in your positioning statement and add more to your overall story. Support points are important because they create a framework for you to include details about your product or service in your message strategy. Additionally, they are a way to demonstrate how your product has worked in the past and that it is the only solution in the future.
If Your Positioning Statement is Weak, Creativity Won’t Save it
Sadly no amount of creativity will save your product if your positioning statement fails to meet any of the above criteria. Creativity may draw buyers in, but if your product fails to solve their problem they will leave just as quickly. This can happen when your positioning statement and marketing strategy are not cohesive and your positioning statement is left to the buyer’s interpretation. It cannot be stressed enough how important it is to have a message that is clear and concise. You have so few words to make an impact that you don’t want to be all flash and no substance.
Does it Pass the Usability Test
The final hurdle that your positioning statement must pass is the test of usability, meaning, can it be used in all of your marketing communications. Usability testing is simple. First, start by combining your positioning statement and support points to form a 75-100 word overview.
If your high-level message strategy can be executed in a way that seems logical, coherent, and alluring, then continue to flesh out your statement by adding all of the other marketing documents that you may need. Examples include homepage copy, press releases, banner ads, and even blog posts. Testing your message strategy in all the different ways will ensure that it can be used for all of your communications while maintaining the same level of comprehension.
If you would like to learn more about creating a foolproof marketing strategy, click on the banner below to schedule your free 30-minute consultation with us today.