"Are you a classically compulsive drink tumbling clutz? Do you use enough paper towels to wipe out a Costa Rican rainforest? Well do we have… "
Ok, no. Sorry no. We are not going to sell you a ShamWow because believe it or not, they don’t need our help. ShamWow has sold over 45 million units and the company is now worth half a billion dollars. That is with a B.
But, why is that? Well, chances are you’ve seen the infamous infomercial starring that spiky-haired Vince. And maybe you’ve even seen a parody or two poking fun at the absurdity of the content. It's kind of a relic of our pop culture that’s been ingrained into our collective psyche. But, there is some serious mastery going on here—they're linking of a core desire to what’s called a "happening."
And the happening is the "how"—how as a product are you different—and this "how" pushes you to burrow into the consciousness of your prospect in a way that differentiates you from everyone else and convinces them to buy
No one out there teaches marketing lessons like better than Ryan Deiss, the Founder and CEO of DigitalMarketer.com. He’s developed world-class certifications and courses that consistently create stellar marketers and helped many others figure out these “happenings.” It’s with his expertise that you can find out how to connect your customer’s core desire to a delicious hook. We’re going to go deep here and more.
Listen now 🎧
Here we summarize the main takeaways for you to implement or hand off to your team for implementation.
What does messaging mean (in marketing)?
The term “messaging,” in marketing, refers to how an organization describes itself and the value it provides. Related to positioning, messaging can be a set of key points or messages an organization uses to communicate something to a target audience.
Why is it important?
Proper messaging is crucial because it’s “preeminent.” Messaging that creates a lasting and emotional connection will likely convert. Ryan explains that “simply “showing up” and expecting the sale isn’t good enough any more. Your customers want to know who you are, and why they should trust you over your competition.”
Schedule a time to meet with your exec and leadership teams to discuss your company values, as well as your people operations team.
What to do next quarter:
Once you’ve discussed and evaluated your messaging, consider what you can do better and make those improvements. Regardless of what stage your business is in, implementing proper messaging will always have a positive outcome. As Ryan says, “A good message can be put in almost any channel, [and] is generally going to work… We need to remember that the message is preeminent over everything else.”
Clarify your brand positioning Craft a voice for your brand—one that outlines a clear mission, vision, and set of values. On where your business can differentiate itself in a crowded market and provide a port in the storm for your prospects.
Identify your authority amplifiers Position your brand as the solution to your customers’ problems. Answer your customers’ questions as soon as (or even before) they ask.
Apply direct-response copy and storytelling to convert more sales, and turn customers into loyal brand advocates. Tell a compelling story about your business—who you are and why your product matters over all the others. You’re giving your customers the information they need to make the obvious choice—YOU.
Codify your brand voice Develop a clear narrative that showcases the qualities and perspectives that make your company unique and interesting, and establishes a structure for consistent messaging across all channels within your organization.
Audit and optimize your brand Construct a living document that your team can use to present a unified voice for your brand—your mission, who you serve, and who you are as a company—to evaluate your brand’s voice throughout periods of growth.
Once you’ve finalized and aligned your messaging, begin implementing it and closely monitor its output. Utilize the “living document” outlined above to regularly evaluate your messaging and ensure it’s aligned with the outcome you seek. Your company will evolve as it grows, so it’s important to evaluate it periodically, but especially during any changes in growth.
Who should own this?
The branding and/or messaging typically directly involves the marketing team, but depending on the stage of your organization, it could and possibly should also include the executive team to ensure there’s shared and clear alignment throughout.
Who's coming up next week?
Next week, Xero’s Chief Product Officer, Anna Curzon, goes deep on how she cultivated community.
Do us a favor?
Part of the way we measure success is by seeing if our content is shareable. If you got value from this episode and write up, we'd appreciate a share on Twitter or LinkedIn.
This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.
By Patrick Campbell
Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.