The Words You Say

Last week we started our discussion on “Message to Market Match” and I introduced you to Dan Kennedy’s famous marketing triangle. Last week we had a great discussion on the Market (who) side of the triangle. To review where we’ve been see my blog post here.

Today we’ll move on to Message (what), or the things you say or write to your market (who). Remember, we’re using Dan’s Marketing Triangle as a basis for our conversation.
Your marketing messages are the things you say or write about your business/product/service to entice people to do business with you. They can include your:

• Unique Selling Proposition (USP)
• Unique Value Proposition
• Elevator Speech
• Sales letters
• Web site copy and images
• The offers you make
• The social proof you use
• Testimonials, etc.

This is not an exhaustive list, but I think you get the idea. We talked about the ‘who’ last week. Your job is to make sure your messages match your target market.

This is vitally important. For example, if you’re a charity targeting republicans over the age of 55, you probably don’t want to quote JFK. However,a quote, image, and extensive use of Ronald Reagan would probably be very appropriate.

On the flip side, if you’re the same charity targeting young democrats, quoting Regan is probably worthless. But using an image of Obama on the first page of your letter with a quote from him would almost certainly boost response.

The words, images, phrases, etc. you use play a vital role in having just an OK response and having excellent response. Later this week we’ll talk a bit more about howto craft your messages to match your markets.

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