Creating marketing messaging whether that be on your website, for ad copy, for highly valuable gated content, or for sales outreach, takes time and thought to develop. Whether you are developing your message for the first time, or revamping it for the one-thousandth time, it’s important not to fall into the “marketing blah blah.”

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In other words, the marketing messaging that is vague or generic ends up not meaning anything to anyone. Here are three tips to improve your messaging so that it resonates with your target buyer personas and helps you improve the visibility of your brand across channels. 

#1 – Get clear: What problem does your product solve?

This may sound obvious but sometimes marketers are so absorbed by what their product can do, that they forget the bigger picture as to why it does those things. Product features need to be put into the greater context so that the potential customer understands what problem the product is positioned to solve and how it will make the user’s life better or easier. Putting this at the forefront of your marketing messaging will help ensure that your users understand the purpose and see the value behind your value proposition.

#2 – Get innovative: How is your product better than your competitor?

Let’s be straight.  It is highly unlikely that an alternative does not exist for your product because otherwise, there’d probably be no market for it.  There is always an alternative, even if that alternative is completely different from the solution you’re marketing. So, how do you do it better? What makes you different? Why is an alternative less attractive as a choice and how is opting for your solution an improvement? Getting clear on how your product provides even more value than any other competitor out there will help position yourself as a leader in your industry.

#3 – Get close to your customers

Knowing your customers is a given when you’re marketing any software solution, and in order to do that, you need to put yourself in their shoes.  How can your solution improve the way they do business? What is it about what you do that should attract them to having a look at your product or service? Understanding what your customers want will help you highlight that in your marketing messages to grab their attention and peek their interest to want to learn more.

Final thoughts

Test your messages out to see how they resonate with your target audience and make sure that you continue to update your messaging over time.  Creating marketing messaging is not something that you do once and then you’re done forever, so think of ways to get feedback from your market on a regular basis so that your messages stay current and pertinent.

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