Successful Marketing 2.0 is about crafting messages that matter to your prospects - messages that resonate with them, that are memorable - maybe even remarkable - to them, and which cause them to take action and want to learn more.
Relevance, Clarity, Authority, Provocation and Stimulation
We believe that there are five essential preconditions for creating memorable messages that matter to your prospects:
Relevance
Most importantly, you’ve got to be addressing issues that are relevant to your intended target audience. Before you write anything, lay the foundations by establishing your ideal prospect profile and identifying with their most pressing concerns. Make sure that your messages are likely to resonate with them.
Clarity
Your audience is being subjected to hundreds - maybe thousands - of messages every day. It’s going to take a combination of relevance and simple clarity to cut through the clutter. Invest time in simplifying your message so that its essence can be quickly understood by your audience. The first few seconds count!
Authority
Messages matter more when they are supported by an aura of thought leadership. Talk in your reader’s language, using the terms they are most familiar and comfortable with. Don’t create barriers using unnecessary jargon. And speak in a quietly confident tone-of-voice. There’s no need to boast.
Provocation
You won’t stand out from the crowd if all that you tell them is what they already know. The most compelling messages are the ones that challenge the status quo and stimulate your readers to see things from a new angle, to take a different perspective on an important issue, and which provoke them to think differently. Do yours?
Stimulation
Finally, if your message really matters to your audience, you’ll want to stimulate them to take action. Intrigue them. Make them want to learn more. And give them a mechanism to satisfy their freshly aroused curiosity. Make it easy for them to engage in a dialogue with your organisation using whatever communication mechanism they prefer.
How we Help...
We work with clients to help them create messages that matter - based upon a solid understanding of their intended target audience and the issues that are most important to them. We help them to apply the principles of relevance, clarity, authority, provocation and stimulation to their communications.
We could help you achieve the same. To find out more, please call us on +44 118 975 0595, email us at info@inflexion-point.com, or contact us here.