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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. May / 12 / 2021

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Beauty Brands Must Confront Colorism in Advertising  WWD

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EGD: Silicon Valley residents must help ban surveillance advertising - San José Spotlight  San José Spotlight

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LEGAL ADVERTISING  The Lincoln County News

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Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising  Forbes

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Brands in Latin America are striving for more diversity in their advertising  eMarketer

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ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

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Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Sacramento

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Ford’s new in-car advertising patent is what hell looks like  The Next Web

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How Alan Moss Is Turning Amazon Into Advertising Powerhouse  Business Insider

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IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021  MediaPost Communications

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How Alan Moss is helping Amazon become an advertising giant  Business Insider

GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation - MarTech Series
GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation  MarTech Series

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Consumer Empowerment and the Future of Advertising  MarTech Series

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Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) - GlobeNewswire
CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI)  GlobeNewswire

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HFSS advertising ban looms despite industry opposition  More About Advertising

Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal - Denver Business Journal
Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal  Denver Business Journal

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

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Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights  PRNewswire

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Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

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Domestic advertising sales lift Mediaset's Q1 operating profit  Marketscreener.com

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How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - MarTech Series
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  MarTech Series

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

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Advertising experiment shows Instagram's personal data collection is 100% for their benefit, not yours  DIYphotography

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ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk  Coeur d'Alene Press

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A century of all-American toy advertising in pictures  Wallpaper*

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Big advertisers are threatening to yank TV dollars  Business Insider

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Fast food and soft drink advertising contributes to childhood obesity  Campaign US

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

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More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS  OPEN MINDS

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City of Framingham Advertising For Chief Assessor  framinghamsource.com

Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA) - PRNewswire
Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  PRNewswire

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising - ABA Banking Journal
Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

10 things agencies can do to end long hours | Advertising - Campaign Asia
10 things agencies can do to end long hours | Advertising  Campaign Asia

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising - Adweek
BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot - Genetic Literacy Project
Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

Digital Video Advertising Market with COVID-19 Impact Analysis, Top Companies FruitBowlDigital, PubMatic Inc., SpotX Inc., Market Growth, Trends, Service, Forecast To 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market with COVID-19 Impact Analysis, Top Companies FruitBowlDigital, PubMatic Inc., SpotX Inc., Market Growth, Trends, Service, Forecast To 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Nasdaq

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media - PRNewswire
SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

Mirriad Advertising (MMDDF) Gets a Buy Rating from Canaccord Genuity - Smarter Analyst
Mirriad Advertising (MMDDF) Gets a Buy Rating from Canaccord Genuity  Smarter Analyst

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Apple's privacy change is already crushing advertisers  Business Insider

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The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

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5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

SoftBank To Invest About $60 Mln In Axiata Digital Advertising - Nasdaq
SoftBank To Invest About $60 Mln In Axiata Digital Advertising  Nasdaq

Judge Recommends Lanham Act Litigant “Shake it Off” - JD Supra
Judge Recommends Lanham Act Litigant “Shake it Off”  JD Supra

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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Global Multi-Screen Advertising 2020 Market Growth During 2025 – Sky Mobile, AT&T, Microsoft, Orange Telecom – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Video Advertising Platform Primis Launches New Seller’s Guide  Martechcube

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Experiential Advertising Agency Services Market growth, market size, share with top Major Key Player like Deutsch, Televerde, Ansira, Antianti, MDC Partners, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Sharing about Mental Health Awareness Week? Beware targeted advertising preying on your weaknesses  City A.M.

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PadSquad’s New CTO Offering for Engaging Video Advertising  Martechcube

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Police warn of new scam advertising fake jobs for e-commerce platforms  CNA

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Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

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Xandr and TiVo announce CTV advertising partnership – Digital TV Europe  Digital TV Europe

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Native Advertising Explained—With Examples!  Business 2 Community

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ADVERTISING: Advertorial — Spring arrivals II: The reds  Coeur d'Alene Press

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Global Digital Advertising Market 2020 Growth Forecast during 2020-2025 – Google, Twitter, Alibaba, Facebook, IAC, Baidu, AOL – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Camp seeking new location after advertising entry only to unvaccinated children, staffers  News 12 Bronx

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News, advertising earn 26 statewide awards for staff  Woodstock Independent

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Programmatic Display Advertising Market: Opportunities, Demand and Forecasts, 2021 to 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

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IP : Mirriad Advertising plc - Results for the year ended 31 December 2020  Marketscreener.com

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Social Advertising Social Media Market to See Strong Growth to 2021-2027 |Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

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Fox News leans on 'uplifting content' to woo skeptical news advertisers  AdAge.com

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Legislation would prohibit marijuana advertising in Idaho  Post Register

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Sir John Hegarty on advertising's automated future  Creative Review

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

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Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

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Linear TV has changed and editorial as advertising works, says Ticker’s Ahron Young  Mumbrella

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For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  PRNewswire

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Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Potential bets start advertising on Facebook as 2022 campaign shifts to social media  ABS-CBN News

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Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Amazon's ads business is generating nearly $7 billion a quarter, and growth is accelerating  CNBC

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The Pitch: Advertising and marketing news for 4.27.21  RichmondBizSense

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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Apple’s Privacy Changes Are Poised to Boost Its Ad Products  The Wall Street Journal

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