Franziska: Hi and welcome back! Today, I want to share something with you that is very important when it comes to putting together your marketing campaigns. That is your messaging. The way that you come up with messages to make your marketing pieces more compelling to your audience.

Of course, your messages, your messaging, the copy that you write is just as important as odd images that you use. So the best way to think about this, I have this framework that I use and that we use here, also, in our branding agency “The Business Hood” and at Basic Bananas. When we work with customers to help them create messages, what we say usually is to think about your different types of customers and then write the messages to be appealing to each of those personality types.

So, for example, you personally might be more of a big picture person. So the way that you normally maybe write a copy and this is my style, normally. If I just write a copy from my heart, it will be a very big picture, it will be very dreamy, very, just big ideas. That is one personality type. Now, you have to think about that someone else might be more skeptical. So someone else might be more of a skeptic. So when you write a message for them, it needs to cover that need to know that this stuff works, that your product or your service works. So you need to write a message that will help them overcome their skepticism. That could be using testimonials, for example.

Then you might have someone else who is more detail-oriented. So for them, you write a message that is more into the details. So explaining more of the details of your product or your service. Then you might have someone else who is a little bit more “fluffy voo voo”, so you might do something more of a messaging that is fitting for them.

Basically, what you do, let‘s say if you sell computers, so you might have a message that you would usually want to have between 3-5 different sort of angles talking about your product or service. If I‘m selling computers and I want to have a message that is attractive for more of a big picture person, I might talk a little bit how these computers will help you change the world, will help you make a difference, will help you grow a business. So more big picture things. Then I will have another message that will be more appealing to someone who wants to know all the details. So one of my brand messages will be all about how big the screen is, how many mega/giga bytes this thing has, how much the battery life has, etc.

So you see how you basically come up with different types of messages that will be appealing to different types of people. The reason why you do that is because if you only write in your style, you will have a very particular style, one of these will be you, the ones that I mentioned. If you only write in your style, you will miss out probably 80% or so of your market. So make sure you cover different types of personalities when you create your marketing pieces so that you‘d engage everybody.

If you know a business owner who needs to hear this message about messaging, please feel free to share this video with them. Of course, as always, the more ripple effects we can create, the more we can touch people, the more we can make an impact, the more excited we are, the happier we get.

Our entire mission is to impact business owners and we know that if we get to impact you, you will be able to impact your own environment, too. So thanks again for watching and we‘ll see you next time.