{"id":69511,"date":"2022-06-15T17:10:00","date_gmt":"2022-06-15T21:10:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=69511"},"modified":"2022-06-24T11:52:57","modified_gmt":"2022-06-24T15:52:57","slug":"marketing-message-3","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/marketing-message-3\/","title":{"rendered":"Marketing Message: How to Appeal to Your Audience"},"content":{"rendered":"\n

Do you have a product that you’re proud of? How should you use a marketing message<\/a> to sell that product<\/a> to a certain audience?<\/p>\n\n\n\n

A marketing message conveys the benefits of your product to your target audience. William M. Luther gives great advice on how to deliver your marketing message effectively in The Marketing Plan<\/em>.<\/p>\n\n\n\n

Continue reading to find out how to create and deliver your marketing message.<\/p>\n\n\n\n\n\n\n\n

Target and Reinforce Your Marketing Message<\/strong><\/h2>\n\n\n\n

For each of your products and services, Luther argues that your marketing message should focus on the unique benefits that you\u2019re offering in a way that appeals to your target market. This requires engaging in demographic and psychographic research to figure out what your potential customers\u2019 interests and priorities are. Aligning your message in this way ensures two things: that your target audience will pay attention to your marketing message, and that they\u2019ll immediately understand why your offer is superior to others in the market.<\/p>\n\n\n\n

Once you\u2019ve defined your marketing message, you should target the media that your potential customers engage with the most often. You should also ensure that all of your marketing materials reinforce the same benefits. According to Luther, reinforcing your message this way guarantees that customers will automatically associate your product or service with the fulfillment of their needs\u2014thus forgetting your competitors.<\/p>\n\n\n\n

(Shortform note: While reinforcing your marketing message will make it more memorable, one drawback is that you\u2019ll find it difficult to reposition or reframe the benefits<\/a>\u2014something you\u2019ll need to do if you intend to introduce your offer into different markets.)<\/p>\n\n\n\n

Advice on Appealing to Your Target Market<\/strong><\/h3>\n\n\n\n

Marketing experts expand on Luther\u2019s advice to target your marketing message with a more in-depth explanation of what influences consumer decisions<\/a>. They identify four influential factors to help you better understand and appeal to your target market.<\/p>\n\n\n\n