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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 [email protected].) http://www.90DayMarketingMarathon.com http://www.discninja.com http://www.InternetAssessments.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. March / 03 / 2021

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Cloud Advertising Market Expected to Exceed $395 Billion By 2026  PRNewswire

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Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance  Digiday

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How to Start Creating the Change Advertising Needs  MarTech Series

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Roku expands addressable advertising reach with Nielsen deal  Marketing Dive

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Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

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Prince William supervisors approve advertising tax rate that would hike bills  Inside NoVA

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New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

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Judy Wald Found Talent for Advertising Agencies  The Wall Street Journal

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Midland's AMPM earns 7 American Advertising Federation awards  Midland Daily News

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Retail advertising's growing pains  Business Insider

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ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

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Maryland Digital Advertising Services Tax—Implementation Delay Likely  JD Supra

Massachusetts Legislature introduces digital advertising tax bills - Lexology
Massachusetts Legislature introduces digital advertising tax bills  Lexology

Maryland Passes Digital Advertising Tax, Now Being Challenged in Court - JD Supra
Maryland Passes Digital Advertising Tax, Now Being Challenged in Court  JD Supra

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FTC Orders E-Cigarette Companies to Provide Ad and Sales Info  The National Law Review

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Targeted perimeter advertising for live TV broadcasts thanks to AI  Innovation Origins

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4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics  Digital Media Solutions

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Piatt County advertising for new EMA director | News | journal-republican.com  Piatt County Journal-Republican

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Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  Yahoo Finance

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Disney Advertising Sales Unveils New Disney Real-Time Ad Exchange (DRAX) During First Tech Showcase - LaughingPlace.com  Laughing Place

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UHV NewsWire - UHV takes home three advertising awards  NewsWire

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Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

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Carriers quarrel over 5G advertising  RCR Wireless News

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Rare Vintage Advertising Signs and Petroliana Selling at Auction Conducted by SOLDasap Auctioneers  PRNewswire

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Instacart Raises Millions To Accelerate Advertising And Retail Marketing Services 03/03/2021  MediaPost Communications

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The Italian Advertising Self-Regulatory Body Has Issued A New Regulation On Food And Beverage Promotion To Protect Children And Healthy Eating - Media, Telecoms, IT, Entertainment - Italy  Mondaq News Alerts

Contextual Advertising Market Is Expected Reach USD 535.5 Billion By 2027, Predicts Data Bridge Market Research – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Contextual Advertising Market Is Expected Reach USD 535.5 Billion By 2027, Predicts Data Bridge Market Research – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium - PRNewswire
Longtime Dallas Advertising Pros Launch New Agency Dubbed Baker & Bonner Creative Emporium  PRNewswire

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China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  MarTech Series

Disney Advertising unveils real-time ad exchange | - Advanced Television
Disney Advertising unveils real-time ad exchange |  Advanced Television

Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering - MarTech Series
Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering  MarTech Series

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Digital Turbine Acquires Programmatic Mobile Advertising DSP Company Triapodi For $22.5M  Benzinga

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Webinar to discuss role of advertising in Cloud DVR  Broadband TV News

FTC orders e-cigarette firms to hand over sales, advertising data | TheHill - The Hill
FTC orders e-cigarette firms to hand over sales, advertising data | TheHill  The Hill

Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions - MarTech Series
Sourcepoint Launches ‘Privacy Lens,’ to Drive Privacy-First Advertising Transactions  MarTech Series

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Amazon has been advertising its $15 minimum wage. It’s still driving down pay across the warehousing industry.  The Counter

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Aurora Mobile Partners with The Trade Desk to Provide Strong Support For Digital Advertising  MarTech Series

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OVERNIGHT ENERGY: Texas sues power provider Griddy, alleging deceptive advertising and marketing | More states follow California's lead on vehicle emissions standards | Financial regulators home in on climate risks | TheHill  The Hill

Spectacular Outdoor Advertising Market Report 2021 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2021 COVID-19 Worldwide Spread) – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Spectacular Outdoor Advertising Market Report 2021 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2021 COVID-19 Worldwide Spread) – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock - Crowdfund Insider
Digital Advertising Platform Cardlytics Set to Acquire Dosh For $275 Million in Cash & Stock  Crowdfund Insider

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Interactive Advertising Market Applications, Leading Manufacturers, Analysis, Demand and Supply in Coronavirus Spread – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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COVID-19 Impact on Digital Advertising Market Trending Technologies, Development Plans and Future Growth Forecast 2026 by ReportsWeb – The Bisouv Network  The Bisouv Network

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Global Online Video Advertising Market 2021 by Growth Factors, Applications, Regional Analysis, Key Players AdColony, YuMe, RevMob, and More… – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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What Digital Advertising Gets Wrong  Harvard Business Review

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AiThority Interview with David Olesnevich, Head of Product – IBM Watson Advertising at IBM  AiThority

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Hear that roar? U.S. Hispanic advertising agencies are on the rise at the Cannes Lions  AL DIA News

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What is programmatic advertising and how does it work?  Kenosha News

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

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AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

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Jeep Wrangler: Earth Odyssey by Highdive Advertising | Creative Works  The Drum

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Supervisors advertise a 2-cent real estate tax increase  Inside NoVA

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Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

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Molly-Mae Hague breaks advertising code for Instagram giveaway  This is Money

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Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

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AC Students Earn American Advertising Awards — The Amarillo Pioneer  The Amarillo Pioneer

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Paul Potratz took his advertising and marketing company fully remote, here's why - Albany Business Review  Albany Business Review

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Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra - JD Supra
Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

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What Maryland's Digital Advertising Tax Means for You  Lexology

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Advertising Services Market By Top Key Players Like WPP, Omnicom Group, Dentsu Inc., PublicisGroupe – The Bisouv Network  The Bisouv Network

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After Texas winter storm and outages, AG Ken Paxton sues Griddy for deceptive advertising  Fort Worth Star-Telegram

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Quick Viewership & Advertising Insights for the Golden Globes  TVRev

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Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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TV Advertising Is Usually Not Worth It  Kellogg Insight

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Man Sentenced for Advertising Videos and Images of Children Being Sexually Abused  Department of Justice

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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17 big advertisers that are looking for new agencies right now  Business Insider

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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Public Schools Are the Best Advertisements for Homeschooling  Reason

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

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Unilever to resume advertising on Facebook and Twitter  CNN

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What Big Tech’s scrutiny means for luxury advertising  Vogue Business

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Facebook's advertising integrity chief leaves company  Reuters

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The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

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