How to Craft Your Message
Now that we’ve learned to cast a narrow net (see How to Target Your Audience), let’s discuss ways to craft a message that will resonate with them.
Just like narrowing your audience, there are steps you can take to hone your message. Perhaps most important is to keep it simple. If you can create a short elevator pitch of your product or service, it means you have the level of understanding you need to attract your audience.
Let’s go back to the Ferrari from our previous post. When you’re designing a message for your audience, begin by asking:
What major stresses does my audience face?
In our example, it might be that prospective Ferrari owners need to keep up with their neighbors. Or maybe they need a little extra help attracting their dream lady.
Now further refine:
How does my product reduce this stress?
Ferrari’s are in a special class of sports cars. It’s hard not to get people’s attention when arriving in one of those bad boys. Just imagine pulling up to a restaurant in a red, convertible Ferrari. You feel like you’re on the top of the world.
Finally, dig deeper:
What would my customer’s life look like after they use my product?
Perhaps buying the Ferrari would finally earn the respect of neighbors. And with all of that attention, and the extra pep in their step, maybe they’d finally be able to attract that special lady. What’s not to love about that scenario?!
By answering these simple questions, you can paint a picture that resonates with your target audience and shows that you truly understand them. When they watch your explainer video, you want them to smile inside (and outside!) and think, “Yes, they get me!” It’s this frame of mind that will help build trust between you and your audience.
As you paint a picture of what your product does, don’t just think about the bells and whistles.
Think about ways your product or service will make life better for your customers.
When you target your audience and craft a message that resonates with them, you’ve given them a reason to care and listen to your message. Your customers will thank you and so will your bottom line.