Switching Your Marketing Messages From Unopened to Read

You’ve noticed that you’re spending hours on writing your marketing messaging for your firm or even a part of your budget on your marketing. However, did you know that most of your marketing messaging is going unread? Think about it, you get thousands of emails daily. How many emails do you open? A few. And those are the ones that have an interesting subject line. Then, once you’ve clicked on the email, and possibly started reading it, it’s difficult for you to pay attention especially if the content isn’t engaging. If you feel as if your marketing messages are part of the “clutter” folder in peoples’ mailbox, let’s change that. There are several different functions we must focus on when writing our marketing messaging.

Focus on the benefits of your services instead of simply the features. Let your audience know what problems you can solve and solutions you can bring. An example of this would be “Want to effectively invest your money?” Focus on what benefit you could bring with your specific services to a target audience.

Obvious one, but make sure to aim at your target market. Major key here would be to include things that would interest your audience. Your emails would be different for a single millennial than someone with a family of five who most likely has different goals.

Clear messaging is an effective strategy no matter what you’re doing in life. You want to ensure your marketing message makes sense, isn’t too wordy, and uses graphics that don’t overwhelm the user.

Answer the question “what’s in it for the prospect?” in your message. What’s something in your industry that your target market finds essential? Whatever it is, use it.

In the end, we want to ensure we’re communicating something that could be of use for the client in our marketing messaging. And strengthening those messages starts with refreshing the fundamentals.

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