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
Accept vs Except Jonathan Poland

Accept vs Except

To accept is to consent, to receive or to believe something. Except means “not including.” Accept: to consent, to receive,…

Added Value Jonathan Poland

Added Value

The total combined industries of consumer goods and services.

Advantages vs Disadvantages of Technology Jonathan Poland

Advantages vs Disadvantages of Technology

Technology has brought many advantages to modern society, and has greatly improved the way we live and work. Some of…

Qualitative Data Jonathan Poland

Qualitative Data

Qualitative data refers to information that is expressed in a language such as English and cannot be easily quantified or…

Knowledge Transfer Jonathan Poland

Knowledge Transfer

Knowledge transfer is the process of transferring knowledge, skills, and information from one person or group to another. It is…

Retail Automation Jonathan Poland

Retail Automation

Retail automation refers to the use of technology to automate and streamline various processes in the retail industry, such as…

Accounts Receivable Jonathan Poland

Accounts Receivable

Accounts receivable (AR) are the outstanding amounts owed to a business by its customers for goods or services provided on…

Segregation of Duties Jonathan Poland

Segregation of Duties

Segregation of duties is a principle in internal control that aims to reduce the risk of fraud or errors by…

Organic Growth Jonathan Poland

Organic Growth

Organic growth refers to an increase in revenue that is generated through a company’s own efforts, such as marketing, innovation,…

Latest Thinking

Qualified Small Business Stock (QSBS) Jonathan Poland

Qualified Small Business Stock (QSBS)

Qualified Small Business Stock (QSBS) refers to a special classification of stock in the United States that offers significant tax…

Barrick Gold Jonathan Poland

Barrick Gold

Barrick Gold Corporation (NYSE: GOLD) is a significant player in the global economy, particularly within the gold mining industry. Its…

Newmont Corporation Jonathan Poland

Newmont Corporation

Newmont Corporation (NYSE: NEM), being the world’s largest gold mining corporation, with extensive operations in mining and production of not…

Gold is Money Jonathan Poland

Gold is Money

Overview The history of gold as money spans thousands of years and has played a pivotal role in the economic…

What is Leadership? Jonathan Poland

What is Leadership?

In the modern business world, where rapid changes, technological advancements, and global challenges are the norm, effective leadership is more…

Product Durability Jonathan Poland

Product Durability

A durable product, often referred to as a durable good, is a product that does not quickly wear out or,…

Durable Competitive Advantage Jonathan Poland

Durable Competitive Advantage

The most important aspect of durability is market fit. Unique super simple products or services that does change much if…

Praxeology Jonathan Poland


Praxeology is the study of human action, particularly as it pertains to decision-making and the pursuit of goals. The term…

Business Models Jonathan Poland

Business Models

Business models define how a company creates, delivers, and captures value. There are numerous business models, each tailored to specific…