{"id":7303,"date":"2020-01-28T18:20:30","date_gmt":"2020-01-28T22:20:30","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=7303"},"modified":"2022-03-30T15:41:25","modified_gmt":"2022-03-30T19:41:25","slug":"marketing-message-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/marketing-message-2\/","title":{"rendered":"Marketing Messages\u2014How to Get Through to Your Target Audience"},"content":{"rendered":"\n

How do you spread your marketing message<\/a>? How do you make sure your marketing communication is striking a chord with your target audience?<\/p>\n\n\n\n

According to entrepreneur and author Simon Sinek<\/a>, an effective marketing message starts with WHY. We’ll cover why you should start with why in your marketing, and how to do it effectively.<\/p>\n\n\n\n\n\n\n\n

Your <\/strong>Marketing Message: Why Start With Why?<\/strong><\/h2>\n\n\n\n

Certain companies and leaders inspire people around them to achieve amazing goals. They mobilize people beyond using personal incentives and rewards<\/a> – instead, they make people feel a sense of purpose<\/a> and belonging to a community<\/strong>. This is the core of their marketing message.
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These effective marketing messages<\/a> Start With WHY – they communicate the purpose of what they are doing and the impact their work will have.
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The marketplace is made up of all the customers, shareholders, competition, supplies, money, and all the other factors that make an economy work.<\/strong> The marketplace is characterized by chaos and disorganization. While your organization has structure and purpose, the world outside it doesn\u2019t. 
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Getting your marketing message out and into that chaotic space is tough, especially since the only contact your organization has with the marketplace is at the bottom of the cone at the WHAT level. If your WHAT doesn\u2019t embody and communicate your WHY, the marketplace won\u2019t hear it. 
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For small businesses, this isn\u2019t a huge problem. That\u2019s because the company\u2019s CEO–the head of WHY–is intimately involved in the company\u2019s WHAT, too. 
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But as a company grows, and there are more HOW and WHAT level employees, the WHY leaders become farther removed from the marketplace. The WHY leaders have less capacity to communicate directly with customers, and become more involved with managing the HOW. 
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Put another way, as a company grows, the WHY leadership becomes the limbic brain of the company, unable to use language to express its WHY to the marketplace with an effective marketing message. That purpose is left to the WHAT level, which creates the products, the marketing campaigns<\/a>, and the customer support functions.
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The key, then, is to communicate your WHY clearly throughout every level of the organization. In doing so, you\u2019ll be able to articulate your WHY to the marketplace with your marketing message, too<\/strong>. <\/p>\n\n\n\n

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Good <\/strong>Marketing Messages Are About Listening<\/strong><\/h2>\n\n\n\n

This section explains how an organization–especially a large one–can communicate its WHY to the marketplace effectively with a great marketing message. 
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This centers around two big ideas: the power of symbols and The Celery Test<\/a>. 
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The Power of Symbols <\/strong>in Your Marketing Message<\/h3>\n\n\n\n

A symbol is defined as an object imbued with additional meaning. It\u2019s an object that represents an idea bigger than the thing itself. <\/strong>
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Here are two examples of powerful symbols: <\/p>\n\n\n\n