"I need to work out what my 'killer message' is".
The myth of the "one killer message" still runs deep across a lot of business advice, especially online. And if you sells something that would be considered an impulse purchase, then it might be true that you could create one emotive message that would compel people to buy on a whim.
However, most of the businesses I work with do not sell impulse buys. In fact, more often than not, they sell things at the other end of the buying spectrum: "considered purchases". If your customers will take their time to think about their decision before they buy then you sell a considered purchase. And your customers will therefore need a number of different messages to convince them to buy.
That's not to say that marketing messages are no important - on the contrary! Creating and honing marketing messages is always a valuable strategic marketing exercise. That's why I've picked out a few of my favourite blogs on the subject from my archive and from the Watertight Marketing blog.
The answer is both, but at different times of the sales process. In order to deliver the right message at the right time, it’s important to understand where your customer is in their buying process. This blog explains what to say and when.
Understanding the emotional buying triggers for what you sell will give you powerful messages that top and tail your sales process. My fellow Watertight Marketing Accredited Consultant Ben Wheeler, explains more in this blog.
Creating emotional messaging is not always easy. In this excellent blog from Watertight Marketing author and Founder Bryony Thomas, she explains how to use scenarios to give your messages more meaning so they really resonate with your customers.
Often asking the right questions will help you engage your client in the first instance and allow you to lead them into a controlled conversation. Guest blogger and sales expert Nicola Cook explains how to use careful questioning techniques to help customers make their buying decision.
In this interesting blog Bryony Thomas explains why having an emotional connection with your customers is critically important to long-term success.
How often do you repeat yourself in your marketing?
Do you have a favourite film or book you've enjoyed several times? Do you find yourself watching TED talks more than once and hearing something new each time? We all need certain things repeated to us sometimes. In this blog, Bryony Thomas explains the 6 reasons repetition is good in marketing.
I hope you've found these blogs useful. If you'd like to get more great marketing blogs and advice delivered straight to your inbox once a month, sign up for my email newsletter.
This blog draws on key concepts, frameworks and illustrations that form part of the Watertight Marketing™ methodology. These remain the intellectual property of Watertight Marketing Ltd and are used with permission and under license.
Get my latest blogs, news and events every month by signing up to my newsletter