How to Match Your Creative Messaging to Your Audience

Rumi Hawkins

Rumi Hawkins About The Author

April 21, 2022 at 10:20 AM

shutterstock_327359792

One of the main reasons a business exists is to make money. Finding ways to drive more sales and increase profits is front-of-mind for most business owners, leading them to try different methods to grow the company. There are several strategies that eccentric CEOs and business leaders try to drive sales, but one of the most effective ways is to enhance your company's messaging.

A creative messaging campaign can make your brand stand out among the crowd and significantly impact your company's overall revenue in a relatively short amount of time.

Top 5 Mistakes to Avoid When Developing Your TV CommercialUnderstand Your Brand Identity

Before you can alter your brand's messaging to bring a more creative spin, you must first evaluate where your brand identity currently stands.

Take some time to dive deeper to understand your brand better. How would someone outside of your company describe your brand's current identity? What are its values and vital defining traits? If it's unclear, you should step back to the drawing board and outline values and key defining characteristics before pursuing new messaging.

Once you have your brand's values in mind, you can better develop a comprehensive brand strategy.

Know Your Audience

Screen Shot 2021-09-15 at 3.01.18 PMOne of the most important aspects of any messaging campaign is to figure out who you're trying to reach. Which types of people might be most interested in what you have to offer? If you don't already have demographic data about who your customers and audience are, you should conduct an audience research campaign to gain better insight into your audience's demographics and interests.

Companies that have data and a more thorough understanding of their audience can create a target persona, which is a mock profile of a person who would be an ideal customer of yours. Creating a buyer persona is just one way to gain a more in-depth understanding of your customer, which can help you choose which types of marketing materials will attract them and provide the best ROI.

Decide on a Tone and Style That Fits Both

Screen Shot 2021-06-01 at 9.31.21 AMTwo of the most critical elements of brand messaging are tone and style. If you can strike a proper balance of tone and style that conveys your message accurately while piquing your customers' interests, you stand a far better chance of increasing sales. The most effective messaging campaigns communicate who your brand is while simultaneously speaking directly to your intended audience. That can be a difficult balance to strike, but rigorous market research and a firm understanding of your audience can help you get there faster.

If your audience is younger, perhaps Gen Z, you may rely on the latest social media trends and memes to capture their attention, align with their sense of humor, and keep them engaged with your brand. For example, a commercial intended to appeal to Gen Z could include a TikTok influencer or a popular meme template that your audience will immediately recognize. It's not enough to get their attention with something surprising or funny, however, as you must emphasize the quality of the products or services you offer.

Make Your Messaging Cohesive Across Channels

Screen Shot 2021-06-11 at 10.31.03 AMWhen developing a new brand messaging campaign, a common mistake is failing to make messaging work together across various channels. Maybe the ads used on social media give off one vibe, while the TV commercials have a completely different message and tone. It makes it difficult to build true brand awareness, where your customers know what your business is as soon as they see the logo, hear the messaging, or scroll to an ad.

An excellent approach for ensuring cohesive messaging is to create a detailed style guide that you can distribute to staff in different departments. That can help teams within your company stay on the same page, no matter which messaging they are currently working on. When everyone in the company has a thorough understanding of your brand's messaging, your advertisements, email marketing campaigns, and social media presence will work seamlessly together to build the brand image you want to attract your target audience. 

Need Help with Your Messaging? Get in Touch with a Media Partner Today!

You can craft an effective messaging campaign that drives sales in just a few months by following the above steps! At the same time, many business owners are understandably overwhelmed at the thought of creating a messaging campaign that perfectly aligns with their audience without potentially wasting lots of time and money. Media partners are experts at generating effective messaging that speaks directly to your audience every time. Consider reaching out to a media partner today if you want to make your message better than ever! 

The Top 5 Mistakes to Avoid When Developing Your Next Commercial