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Marketing Messages with Add Zest & Appeal


Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.

Your marketing message is how you communicate with the public; it needs to be appealing and memorable. In order to do that, consider the concept of the meme. A meme is a thought, idea or belief that replicates over time. What that means in terms of your marketing is creating a marketing message that is strong, bold, and exciting so that it stays with the customer and becomes a part of their thinking.

A good example of this is Nike's "Just Do It". This phrase is used in a lot of different contexts outside of talking about Nike's products. People get what it means because it has permeated our culture. Below are some ways that you can avoid being boring by adding extra marketing appeal to your message.

1. Add visuals. There are so many ways to bring attention to your marketing message. One of the best ways is to add something visual. As a picture speaks a thousand words, so too can it communicate all sorts of things about you and your business. What types of pictures or graphics would you use to convey who you are? Adding a picture of yourself on your website or in other marketing materials will help form a stronger connection between you and potential clients.

2. The meaning of colors. Colors hold great meaning when it comes to your marketing message. Yellow elicits high levels of attention. Orange and red indicate quickness. The concepts of money, health, and nurturing are symbolized by green. Black can mean power and strength, but it can also indicate hiding or blending into the background. Purple is the color of royalty and wealth. What types of colors are you drawn to? What meaning do you want to convey to people by the colors you use on your business cards, brochures and even on your website. Too many colors are distracting and look chaotic. Certain colors on colored backgrounds can cause the same reaction. Make sure to work with a professional when selecting colors so you can communicate your business in the best light.

3. Try technology. Adding audio or video to your web site is a great way to allow someone to get to know you better. Adding real audio recordings of your classes, an interview, or even a welcome message gives someone an opportunity to hear your voice. Because technology is so low priced and easy to use nowadays, you might even consider adding a short video as well. Again, it will help to develop a rapport with your audience. One thing to keep in mind is that while technology is great and exciting and can do wonderful things for us, not everyone has the bandwidth to enjoy it fully. Over 50% of consumers are still using dial-up computer access which limits their ability to enjoy both real audio and video to its fullest.

4. Creative business cards. One great way to stand out from the crowd is to develop a creative business card. Add your picture to it or a professionally designed graphic. Use a brochure type card, which allows you 4 different surfaces to print contact information as well as information about what you do. You can include quotations, a mini-brochure about your company, or even some helpful tips or a short quiz. Think about the use of colors and type of fonts, which also can add excitement and pizzazz.

5. Action. When people see or read about action, they often feel empowered to take action themselves. Employing motion on your website is another way to add appeal to your marketing message. You can have text that changes colors on its own, or graphics that move. You might even have a marquee. One thing to keep in mind is that motion can also quickly drive people away from your site as it can be considered obnoxious and childish. Talk to a web professional before using these techniques. You can also imply action by the types of words you use in your web copy.

6. Target your audience. A quality-marketing message speaks directly to its target audience. Who is your target audience? Is it moms, singles, seniors, solo-professionals? The words you use to communicate with a mom are quite different from the words you would use to communicate to a corporate human resources manager or to a medical doctor. The words you use must fit your audience. If they don't, you'll have an immediate disconnect with people who read your message.

7. What's in it for me? Fundamental to all marketing messages must be the mantra?"What's in it for me"? The only reason anyone is even looking at your brochure, viewing your website or reading your business card is to see what they can possibly gain for themselves. People are busy and are inundated with thousands of marketing messages each day. The only ones they will pay attention to are the ones that really speak to their needs. They have problems or issues they want solved and they are looking for solutions. An appealing marketing message is one that speaks to the typical problems faced by your target audience. Communicating how you can solve those problems quickly and cost effectively is critical to attracting new clients.

8. Ask "yes" questions. If you want to capture someone's attention, ask them questions that they can answer "yes" to. Whether you are asking questions on a website, in a brochure, or during a sales presentation, make sure they are worded in such a way that the respondent will answer "yes" consistently. The word "yes" opens people up to accept more feedback, whereas the word "no" will quickly close them down. Also, create questions that can help the reader or viewer identify with what you're saying, giving them the sense that you truly do understand their problems or issues.

9. Features and benefits. Don't just tell people what you do. Instead, relate the features and benefits of what they can experience as a result of doing business with you. A feature is some aspect of the product whereas a benefit is the feeling or result that someone will experience as a result of that feature. For example, a hospital unit might feature some of the latest innovations in new baby care and services. The benefit to the new mother will be the confidence, security, and peace of mind that she and her baby will be cared for in the best ways possible.

10. Be unique. Show how you, your product, or services are unique. Not only will that help people to remember you, it will make you remarkable. The sense of being remarkable is that people will comment about you to others. Word of mouth advertising is some of the best advertising because it costs you nothing and it comes with a testimonial from the person who is telling others about you. Can you relate what you do to someone in history? Or are you the first at doing something or introducing something? Do you use unique ingredients in your products or employ specialized knowledge in the work you do? This type of information will make your marketing message not only interesting and memorable, but remarkable.

© Copyright 2004 by Alicia Smith

Alicia Smith is a Coach and Trainer whose specialty is helping coaches to Make Money Now. This article is derived from just one of the 90 lessons contained in her e-course, 90-Day Marketing Marathon. To learn more about that course and her other products and services, please visit the following sites. (You also can email her at alicia@aliciasmith.com.) http://www.90DayMarketingMarathon.com http://www.discninja.com http://www.InternetAssessments.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. January / 24 / 2020

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

Advertising Reporting Comes Of Age - Yahoo Finance
Advertising Reporting Comes Of Age  Yahoo Finance

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions - MarTech Series
The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions  MarTech Series

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

The Fastest Way to Kill Podcast Advertising - MarTech Series
The Fastest Way to Kill Podcast Advertising  MarTech Series

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

Pittsburgh ad agency enters Baltimore - Pittsburgh Business Times
Pittsburgh ad agency enters Baltimore  Pittsburgh Business Times

Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd) - Associated Press
Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd)  Associated Press

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Colorism -- The Elephant In The Advertising Room 01/23/2020 - MediaPost Communications
Colorism -- The Elephant In The Advertising Room 01/23/2020  MediaPost Communications

Looking Forward: What Will 2020 Bring for Digital Advertising? - MarTech Series
Looking Forward: What Will 2020 Bring for Digital Advertising?  MarTech Series

Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service - MarTech Series
Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service  MarTech Series

Inside Linn's: Folded letter conceals advertising broadside - Linn's Stamp News
Inside Linn's: Folded letter conceals advertising broadside  Linn's Stamp News

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks - Jakarta Post
Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks  Jakarta Post

Advertising 2045: The Tipping Point of the New Majority - MediaVillage
Advertising 2045: The Tipping Point of the New Majority  MediaVillage

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Discover Financial returns to Super Bowl advertising - Crain's Chicago Business
Discover Financial returns to Super Bowl advertising  Crain's Chicago Business

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Online restaurant reservations quickly becoming targeted advertising | Dining - Greensboro News & Record
Online restaurant reservations quickly becoming targeted advertising | Dining  Greensboro News & Record

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It? - MarTech Series
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It?  MarTech Series

Insurer must defend printing services firm in advertising injury case - Business Insurance
Insurer must defend printing services firm in advertising injury case  Business Insurance

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

City Council, TLC talk merits of inside/outside advertising on for-hire vehicles - amNY
City Council, TLC talk merits of inside/outside advertising on for-hire vehicles  amNY

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

Northwest Georgia Bottle and Advertising Show coming to Cedartown museum on Feb. 1 - The Catoosa County News
Northwest Georgia Bottle and Advertising Show coming to Cedartown museum on Feb. 1  The Catoosa County News

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Are online advertising platforms a must for retailers? - RetailWire
Are online advertising platforms a must for retailers?  RetailWire

Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy? - MarTech Series
Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy?  MarTech Series

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - Martechcube
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  Martechcube

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

Presidential candidates spend estimated $4 million on QCA TV advertisements in January - KWQC-TV6
Presidential candidates spend estimated $4 million on QCA TV advertisements in January  KWQC-TV6

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

What Consumers Should Know Regarding Misleading Advertising - Legal Scoops
What Consumers Should Know Regarding Misleading Advertising  Legal Scoops

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

KSA claims victory in gambling advertising case - iGaming Business
KSA claims victory in gambling advertising case  iGaming Business

Google's call for change and what it means for advertisers - BioPharma Dive
Google's call for change and what it means for advertisers  BioPharma Dive

National Advertising Division Recommends Discontinuation of Product Performance and Health-Related "On The Go" Claims for Vital Proteins Collagen Peptide Single Use Dietary Supplement Stick Packs - PRNewswire
National Advertising Division Recommends Discontinuation of Product Performance and Health-Related "On The Go" Claims for Vital Proteins Collagen Peptide Single Use Dietary Supplement Stick Packs  PRNewswire

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Stickers advertising white supremacist organization found on campus and in town - Middlebury Campus
Stickers advertising white supremacist organization found on campus and in town  Middlebury Campus

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

The Next Online Attack: Digital Advertising? - Lexology
The Next Online Attack: Digital Advertising?  Lexology

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Two-Thirds of Advertising Campaigns Lack Personalisation - PerformanceIN
Two-Thirds of Advertising Campaigns Lack Personalisation  PerformanceIN

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Cross Platform and Mobile Advertising Market NextGen Technological Advancements, Professional Survey and Future Industry Trends : . 2017 – 2025 – Dagoretti News - Dagoretti News
Cross Platform and Mobile Advertising Market NextGen Technological Advancements, Professional Survey and Future Industry Trends : . 2017 – 2025 – Dagoretti News  Dagoretti News

What Google’s Cookie Cull Means for Online Advertising in Australia - Which-50
What Google’s Cookie Cull Means for Online Advertising in Australia  Which-50

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Political letters are considered advertisements - Spruce Pine Mitchell News
Political letters are considered advertisements  Spruce Pine Mitchell News

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020 - MediaPost Communications
Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020  MediaPost Communications

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

The streaming wars aim to kick off a new era in TV advertising - CNBC
The streaming wars aim to kick off a new era in TV advertising  CNBC

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Bloomberg’s Relentless Trolling Is Getting to Trump - Vanity Fair
Bloomberg’s Relentless Trolling Is Getting to Trump  Vanity Fair

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Digital advertising to grow at 27% in 2020 to reach Rs 17,377 crore: DAN - Economic Times
Digital advertising to grow at 27% in 2020 to reach Rs 17,377 crore: DAN  Economic Times

Land Rover Evoque PHEV Spied Advertising Upcoming Powertrain - Motor1
Land Rover Evoque PHEV Spied Advertising Upcoming Powertrain  Motor1

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Meet the entrepreneur redefining the TV advertising industry - Business Leader
Meet the entrepreneur redefining the TV advertising industry  Business Leader

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