Marketing Message

Marketing Message

Marketing Message Jonathan Poland

A marketing message refers to any media or communication that is intended to persuade or influence customers. Marketing messages can be used for a variety of purposes, including generating demand for a product or service, building brand awareness, and driving sales. These messages can be delivered through a variety of channels, such as advertising, social media, email marketing, and in-store marketing.

Effective marketing messages are tailored to the specific needs and interests of the target audience and are designed to capture their attention and motivate them to take action. They may include compelling headlines, persuasive language, and attractive visuals to help convey the value and benefits of the product or service.

To be successful, marketing messages should be carefully planned and executed as part of a larger marketing strategy. It is important to consider the various preferences and behaviors of the target audience, as well as the most appropriate channels for delivering the message. By creating and delivering compelling marketing messages, businesses can increase demand, build brand awareness, and drive sales. The following are the basic types of marketing message.

An appeal based on authority, credentials or credibility. For example, selling a product developed in space with a famous astronaut as a spokesperson.

An appeal to emotion. For example, a message that does nothing more than associate a brand with positive emotions to build brand awareness.

An appeal to logic such as an insurance commercial that states a region has a 70% chance of a major flood in the next 20 years but only 10% of homeowners have flood insurance.

Your audience is far less likely to ignore your message if it is genuinely funny.

Call to Action
A direct and unambiguous command such as “buy now” or “check it out.”

A nudge is a gentle suggestion that understates a message to allow the audience to develop a conclusion for themselves.

Mentioning a price or a sale. This can get the customer thinking about whether its a good value or whether they can afford it.

Offers such as a free trial.

Illustrating things that the customer can accomplish with your product or service. For example, a digital piano that includes in-built lessons for beginners.

Features are how functions are implemented. It is a common marketing rule that it is better to communicate functions over features. However, if features are remarkable they might be communicated. For example, a digital piano that lights up the keys you are supposed to press for a piece of music.

Pitching the quality of your product. For example, “handcrafted from fine Italian leather.”

The art of making information interesting, humorous and relatable by wrapping it in a story.

Fear of Missing Out
Create a sense of popularity and urgency around your product to trigger a fear of missing out.

Anticipating Objections
Identifying some of the common reasons your audience rejects your message to handle objections. For example, an ad for a chocolate bar that ends with “only 110 calories.”

Choice Architecture
Offering choices that are structured to achieve your goals. For example, a price menu that has options that are obviously superior. This may trigger a desire to purchase when customers notice that one option is a much better deal.

Demonstrations of social status such as a brand that shows a celebrity wearing their products.

Displaying confidence and authenticity by downplaying your social status. For example, a story that talks about your early failures in developing your product. Counter-signaling might be described as bragging by being humble.

Learn More
Quality Requirements Jonathan Poland

Quality Requirements

Quality requirements refer to the specific standards that a product, service, process, or environment must meet in order to be…

Vertical Integration Jonathan Poland

Vertical Integration

Vertical integration is when a single company owns multiple levels or all of its supply chain.

Geographic Segmentation Jonathan Poland

Geographic Segmentation

Geographic segmentation is a marketing strategy that involves dividing a target market into smaller groups based on geographical characteristics such…

Customer Expectations Jonathan Poland

Customer Expectations

Customer expectations refer to the base assumptions that customers make about a brand, its products and services, and the overall…

Strategic Partnership Jonathan Poland

Strategic Partnership

A strategic partnership is a relationship between two or more organizations that is characterized by mutual cooperation and the sharing…

Deal Desk Jonathan Poland

Deal Desk

A deal desk is a team that is responsible for managing the sales proposal, negotiation, and contract process with customers.…

Strategic Communication Jonathan Poland

Strategic Communication

Strategic communication is the deliberate planning, dissemination, and use of information to influence attitudes, beliefs, and behaviors. It is a…

Employee Goals Jonathan Poland

Employee Goals

Employee goals are specific targets or objectives that are set for an individual employee in order to align their work…

Proof of Concept Jonathan Poland

Proof of Concept

A proof of concept (POC) is a demonstration that a certain idea or solution is feasible and likely to be…

Search →
content database

Search my thinking on business, finance,
and the capital markets or start below

Marketing Theories Jonathan Poland

Marketing Theories

Marketing is the process of identifying customer needs and developing strategies to meet those needs. This involves conducting market research,…

Business Management Jonathan Poland

Business Management

Business management is the process of overseeing and running a business or organization. This involves a wide range of activities,…

Servant Leadership Jonathan Poland

Servant Leadership

Servant leadership is a leadership style in which the leader puts the needs of the team or organization above their…

Calculated Risk Jonathan Poland

Calculated Risk

Calculated risk is an essential concept in the field of risk management. It refers to the process of carefully assessing…

Market Risk Jonathan Poland

Market Risk

Market risk is the possibility that the value of an investment will decline due to changes in market conditions. This…

Contract Awards Calendar 150 150 Jonathan Poland

Contract Awards Calendar

Governments around the world typically follow a structured and organized process for awarding contracts to suppliers, contractors, and service providers.…

Customer Research Jonathan Poland

Customer Research

Customer research involves gathering information and insights about customers in order to build a deeper understanding of their needs, preferences,…

Decision Tree Jonathan Poland

Decision Tree

A decision tree is a graphical representation of a decision-making process. It is a flowchart-like structure that shows the various…

Change Management Jonathan Poland

Change Management

Change management is the process of planning and implementing changes within an organization. It involves analyzing the current state of…