4 Essential Components of Great Marketing Comm’s

Edited: 02/09/2020

Marketing communications should be simple right? People have a need and you communicate how your product (or service) fulfils that need.

Well yes and no. While this idea should be at the center of your message, it’s important to factor in additional considerations, in order to maximise your message’s appeal.

1. Relevant

This is purely problem → solution.

Identify an element in your Unique Selling Proposition (USP) that resonates with your audience. It should be clear and simple.

Incorporate this into your copy, the example below looks at a fitness provider, identifying the audience’s frustration with having several memberships for different classes, such as; yoga, weights, sports and pilates, then presents a solution – which is a holistic approach to everything fitness.

 “Save money and time by combining your memberships into one.”

2. Engaging

The next step is to convey your message in an interesting way – the format of which will be dictated by the channel(s) you are using.The goal in this step is to develop the feel of your message and advertisement – aligning this to the personality of your brand. A great article about brand personalities & archetypes can be found  here , this should provide some guidance if you are unsure of a direction to take your message. 

The fitness provider example could potentially work as; the outlaw, the hero or the sage – in this instance we will look at crafting the personality of the outlaw.

By tweaking the copy from our original message, in the previous step, we start to add in some personality.

“Redefine your fitness experience, demand more from your membership.”

Combining your message with strong art direction continues to form a distinct personality, carving out an identity for your brand in the consumer’s mind.

3. Timely

In this step, consider the optimal time to deliver your message – for example, when your audience is experiencing the issue you are trying to solve.During this stage it is advantageous to be aware of the various tools and targeting parameters available to define how and when you reach your target audience. For our fitness example, one approach would be to; geocache a number of competitor locations, showing this advertisement to consumers who have visited more than one – indicating that they are currently visiting multiple fitness classes and should be receptive to this message. 

4. Utility

Finally, there is a utility element to incorporate into your message, this is the call-to-action that gives the consumer something to do with your message.This is a critical step that needs to be aligned with the goal of your advertisement, such as; increase membership e-brochure downloads.

“Redefine your fitness experience, demand more from your membership – click below to download membership information”

Using these four elements will help you to craft a message which appeals to your audience on multiple levels, improving; click through rates, engagement, brand/message retention and ultimately conversions.

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