As a business owner, our brand is one of the biggest assets in the business. It dictates how our audience sees us and how we can build brand loyalty & stay top-of-mind with them. Therefore, it is essential to stay consistent with your messaging across all platforms (blogs, emails, sales pages, etc) because consistency breeds recognition.
At Upwell Strategies, we believe that the best way to shape your brand is through developing a brand messaging guide as part of your foundational elements to your marketing strategy. What is this exactly? It’s a document that defines your brand voice and personality to make it easier for you and anyone on your team to create content that stays consistent with your brand. After all, the way you present your business online through words has a direct impact on your brand perception. If you’re a solopreneur, your messaging will likely be a reflection of yourself. You’ll use market research to make sure it appeals to your ideal client. In this blog, we will share our favorite way to develop a memorable & unique brand messaging strategy.
Your messaging plays a key role in attracting and converting your target audience to customers. A good strategy for your messaging is one that shows you understand your target audience to the core. How you make your audience feel through words greatly impacts how your audience perceives your brand and the experience you create for them.
As you craft words to sell your services, your messaging plays a vital role in connecting with your ideal client and, eventually, leading them to becoming a paying client! The goal? To evoke emotion related to their desired outcome (not their fears) and to show that you are the solution to help them reach that outcome.
This is where your brand messaging comes in. The words we publish to our website, social content, advertisements, and more often form the first few interactions your brand will have with your potential clients. Having a strong, well-developed messaging strategy will take them on a journey from getting to know you to trusting your brand and wanting to work with you.
We’ve all seen the trend of fear-based selling. The ads that make you feel like you must buy their product…or else. We’re seeing that consumers are more skeptical of this messaging. They have access to more choices in the market – and, quite frankly, consumers are just tired of marketers making them feel terrible or pressured in an effort to make a sale.
In addition to this, using fear-based sales messaging might even discredit your authority and turn potential clients away. After all, you don’t want to scare people into working with you!! Instead, we want to inspire people to dream of the possibilities, rather than giving them anxiety over their current situation. A client should be excited to work with you! (That’s the goal)
Positive messaging is the opposite of fear-based sales messaging. Instead of focusing on what’s wrong, it helps your ideal client see the possibilities and transformation after working with you. We want to help them dream up a different and better situation by guiding them to the transformation they may not have even known was possible.
For example, if you’re a copywriter, you should steer clear of pushing the image of what may happen if someone doesn’t hire you. There’s no benefit from telling someone how their sales will plummet if they don’t invest in copywriting. Instead, focus on using your sales messaging to redirect their thoughts. Have them imagine the positive impacts of working with you! You could tell them how they can make sales in their sleep as their copy works for them. You could explain how copywriting can build trust with your audience, and so much more. We want to empower, inspire, and excite our clients–not make them feel anxious, sad, or discouraged.
Our messaging impacts everything. Oftentimes, the words we use as part of our marketing are the first interaction our clients have with our brand. And will remain their first impression of us. Through our marketing & messaging, we give our clients a glimpse into our personality and values.
By utilizing the power of positive messaging, you would be able to showcase your brand as a brand that cares for your clients. As well as one that has their best interests at heart. It is crucial for us to nail these first impressions. This not only helps generate more leads (that are excited about your business). But also helps convert clients into loyal supporter who will not hesitate to refer your business!For more support, check out Marketing & Sales 101 in the Business Backpack! In this workbook, you’ll learn how to perform market research to understand your struggles and use the power of positive messaging to connect with, build a relationship with, and ultimately get to work with them!