How do I craft messages that will appeal to my customers?
Understanding what motivates your customers and what prevents them from taking action is crucial to creating succinct and compelling messages that resonate and create demand for your program. Market research and tools like focus groups and customer surveys can help to identify, segment, and characterize audiences to better understand their needs. With information on your priority audiences in hand, you will be able to create with a value proposition that will appeal to these audiences. Value propositions succinctly describe the benefits that each priority audience derives from the product or service you are offering them, answering the question, “What is in it for me?” Consider creating value proposition statements for each audience segment to help you make decisions about the messaging, strategies, tactics, and incentives used to reach them. Also, use the motivations and barriers identified in your market research to develop compelling messages.
Here are a few general rules for developing effective messages:
- Sell something people want. Messages about home comfort, cost savings, health, neighbor involvement, and community pride can be effective in engaging potential customers.
- Make your message stand out among the competition and make a strong, immediate, and positive impression on your target audience.
- Choose the words used in your messages wisely. Avoid technical jargon (e.g., leakage) or words with a negative association (e.g., audit, which can make people think of a tax audit). Instead, use positive words (e.g., upgrade) and ways of communicating that tap into customers’ priorities and motivations.
Learn more with the following Solution Center resources: