Content that Connects
When putting together Marketing content, the brass ring we all reach for is the real connection. Something that grabs the reader/watcher/consumer, and sucks them in. One of the hardest parts of trying to do this can be realizing what you are really selling.
That may sound odd, but think for a moment. What do Mountain Dew commercials sell? If your answer was soda pop you would be wrong. The commercials are selling hip, and young, and edgy. They are selling risk taking. you will never see a Mountain Dew commercial do a taste test against another soda because they are not selling great taste. They know that their consumer wants to feel a little cooler, a little freer, and when they grab a Dew instead of a Sprite they do.
Similarly, if your product is high quality pasta dinners in freezer bags that you can pull out and warm up in minutes you have to ask yourself what you are really selling. It’s not pasta, peas or baby carrots. The real reasons people buy, the real deliverable is a happy family, a happy spouse, the appearance of being on top of things. That is the message your adds and pictures should convey.
Don’t be too wordy in your message. Make the pictures, the colors, the flow, and the mood of your add invoke an empathic response from the consumer as much as you can.
Ask yourself the normal marketing questions: What are my key value propositions; what differentiates me from my competitors; but also ask yourself: What does the consumer of this content like to believe about them self. If you have a product for sales and marketing people make it look professional if appropriate, but also make it look aggressive, edgy, hip, energetic. Sales and Marketing people love to believe this about themselves. It’s what they want to feel, what they want to convey.
Who is your market? What are you really selling? What should your customers feel like after they benefit from you and what you have to offer?