Messaging

Messaging represents how a brand communicates to its customers and highlights the value of its products. “Messages” refer to not only the actual words and phrases used by a brand in advertising but also feelings and emotions associated with what they say.

It comes in 4 parts:

• PART A: USP - UNIQUE SELLING PROPOSITION 

  • You have to humanize the data into content 

• PART B: TRANSLATING THE MESSAGE

  • The right message to the right people. You have to translate your core message directly to your avatar. 

    • We have become data-rich and content-poor.

• PART C:  The AIDA Formula: How to Sell A Product - Sell Anything to Anyone

  • Open loops Copywriting Tips For Beginners How To Write Ad Copy

A.  - Attention

I.   - Interest

D.  - Desire  

A.  - Action

These are things to keep in mind when selling a product:

• We buy with emotions and we justify with logic. 

• Find a way to incorporate the happy moments to incorporate the moments of euphoria. The moments of depression, the extremes. That's how you sell something with a narrative. 

• At the end of the day, people can't relate to numbers but they can always relate to stories. 

• If you want someone to take action, you need to make it a limited-time offer or bonuses or give them some sort of urgency to take action today. 

• Social proof is a great way to get people to take action. If they see the other people are doing it, it validates the product, it validates your offer. It validates what you're doing.

• We all buy from people.

• PART D: PSYCHOLOGICAL TRIGGERS 

  1. Reciprocity - It's a basic law of social psychology that we often feel the need to give back the value we receive from others.

  2. Personalization using personalization - using a reader's first name and a subject line makes an email 26% more likely to be open.

  3. Give a justification -  The reason why a four-year-old that follows you around the house asking you why after everything and anything you say albeit annoying is a reflection of a fundamental human desire to need to understand the rationale behind a person's actions or opinions in order to believe it.

  4. Commitment and consistency -  You want your audience to subvocalize the word yes. As they begin their journey with you. 

  5. Calling out that common enemy and positioning your product as the solution that stands against it. 

  6. Use authority

  7. Anchoring and priming

The Carrot and the Stick

People have different fundamental drivers such as:

1. The need for connection

2. Then need for love and acceptance

3. Purpose / Legacy

4. The desire to win

5. Material gain / instant gratification