Did you know that roughly 86% of marketing messages fail to motivate their audience? The odds of your campaign succeeding are sobering. This realization begs the question, why are so many campaigns failing to motivate? Let’s look at a few ways you can begin to improve your marketing messaging.
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Find out what’s working and what’s not.
Sometimes Marketing teams look like the blind leading the blind. We have companies say to us all the time, “we have all this data but don’t know what to do with it?” Before you even begin to formalize a new campaign, the first step must be to analyze your previous campaigns. Data analysis should be your best friend at this stage. Whether it shows your latest campaign in a good light or not, you can’t hide from the data. Even if the data shows your latest campaign was a disaster, use this information to improve all future campaigns. The more you shy away from doing this type of analysis, the further in the dark your marketing becomes.
If you’re not pre-testing your campaign messaging, I’m going to take a wild guess and say that you’re one of the 86% mentioned above. The slightest change in messaging can have a dramatic effect of the success of your campaign. So then, why wouldn’t you test multiple variations of messaging to identify the best possible mix before you launch the full campaign? Online brainstorming tools can be used to include the voices of perspective customers, to gather their perceptions, and look for common themes.
1+1 = 3
Once you’ve identified the wording your audience can relate to, the next step is to figure out the individual impact of each messaging element and what combination of elements has the greatest impact. This is commonly known as the 1+1 = 3 effect. Message optimization tools can be used to extract the individual weight of each messaging element and determine which elements work best together.
We hope to see the trend of ineffective messaging begin to decline. You deserve it. Your customers deserve it.
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