When you need to communicate with your audience, you must make sure they immediately understand why they should listen to you.
And one of the most effective ways to accomplish that goal is to explain the value you’re adding to their lives.
If you miss this point, you might as well not communicate at all and save the money and effort you’re investing in your marketing.
A Case Study on Ineffective Communication
I was driving my children home the other day, and I saw a billboard advertising an upcoming event. It was sponsored by several institutions, including the municipality of Rome, so I guess it was an important one.
I can’t remember its name, but the picture of a happy child on a swing led me to the assumption that it was about kids.
But the point is that it was entirely unclear what kind of events it was. It could have been anything from the inauguration of a new amusement park to a conference of experts about parenting.
Since I have kids, I might have been interested in it but what could I have reasonably expected to get out of it, had I chosen to attend?
That’s what I call ineffective communication at its finest.
A Simple Blueprint for Creating Marketing Messages That Work
It’s quite simple to communicate clearly and effectively with your prospects. All you have to do is answer a simple question they have inside their mind:
What’s in it for me?
In other words, you have to explain to your audience why they should bother to listen to you and what they can expect to get out of your offer.
There are four key points you have to talk about to answer the “WIIFM” question:
- Your offer
- Their benefits
- How they can get it
Tell Them Who You Are
Unless you have a powerful brand or are otherwise known in your industry, the first thing you have to do is to establish some form of authority.
Tell people who you are, what you do, what qualifies you as a trustworthy supplier of products or services.
In addition to what you say about yourself, testimonials and praises from happy customers are a great way to build your authority by means of social proof.
Tell Them What You Have
Remember the billboard I saw? It didn’t say anything at all about the offer.
Don’t make the same mistake and make it crystal clear what it is that you’re offering. Is it a physical product? Or is it digital? Or maybe is it a service? And who is it for?
Tell Them What Your Thing Can Do for Them
Copywriters call this element the benefits.
In a nutshell, this is where you tell your prospects why their lives will be better if they get what you’re offering.
Usually, the benefits are either based on alleviating pain, a problem, a discomfort your ideal client is experiencing, or on a positive outcome she’s trying to achieve.
Tell Them What to Do Next
This element is often overlooked.
Never take for granted that people understand what they’re supposed to do to take advantage of your offer.
If it’s a physical product, tell them where they can buy it, where your shop is located, and what are your opening hours.
If you’re selling online, make it clear where they have to click.
Most people can’t figure out on their own what to do next, so make the path very clear and easy to follow.
Next time you want to craft a compelling marketing message, make sure to keep this blueprint handy and put these tips to good use.
These are time-tested copywriting principles that’ll make your readers want to listen to what you say, and increase your conversion rate.