Whether a company is well established or in its infancy, the owner is likely eager to gain exposure and customers. While many marketing channels hold the promise of bringing eyeballs to a product or service, it’s crucial to figure out how to tailor a message to capture the attention of those who matter the most to a company’s success.
The market is filled to the brim with ambitious entrepreneurs, million-dollar ideas and interesting stories, so the challenge is cutting through the noise to gain notice.
Powerful messaging is more than shouting from the rooftops that a product is great. Consider the following ways to update a company’s messaging so that the organization truly stands out from the pack.
Related: 5 Tips to Stand Out When Selling on an Online Marketplace
1. Focus on the value not the features.
The temptation when touting a product is to zero in on all the features. Messaging about features alone, however, can result in the company’s blending in with all the others.
Instead, work on crafting messages that will promote the true end value that a customer will receive. Rather than repeating the fact that the company’s technology includes an easy way to consolidate all communications in one place, show potential buyers how it can help them save valuable time to spend in a manner of their choosing.
Great messaging includes the personal and emotional benefits of a product or service, not merely the functional elements. Buyers frequently make purchasing decisions based on emotional motivation, including how a product will improve their personal experience or make them feel. So don’t be shy about focusing on feelings.
