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How to Identify Your Core Marketing Message

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How to Identify Your Core Marketing Message


As a marketer, you know how important it is to have a marketing strategy — but have you thought about the impact your marketing message can make in it?

Your strategy has to align with your audiences’ needs and interests, and understand the required approach for each channel you use, whether it’s social media or email. This strategy also informs the content you create and how to share it so your audience has a greater likelihood of seeing it.

But how do you bridge the gap between this strategy and the content itself? What you need is a marketing message, and it’s just as important as your overall strategy.

In this article we’ll discuss the definition, provide real-life examples and ways to make your own excellent marketing message. But if you’re in a pinch, feel free to jump straight to what you’re looking for instead:

Because of this, you should craft your marketing message with care, specifically for the audiences you’re trying to reach. It should also address their pain points and present your business as a solution.

Think of it like this: if you know you want to post about a new product launch on Instagram, how will you prove to your audience that they need to buy this new product? Your marketing message. Essentially, no marketing message means no way to execute your strategy.

important parts of a marketing message hubspot graphic

When your message speaks to their needs, you’ll build trust with your audience and inspire customer retention. It’s worth investing time in crafting the perfect message, especially when 59% of shoppers prefer to buy from brands they trust.

statistic marketing message trustability and likeability of a brand

But you may be thinking, what is messaging in marketing, anyway?

What is messaging in marketing?

Messaging in marketing is how a brand communicates what customers want to know about your brand. It goes beyond just sharing information about the product or service available; it builds your brand identity through the “why” of your company; its mission, vision, and values.

Marketing messaging lets customers see your brand’s beliefs and ideas — helping the customer make an impression of your business. This type of communication can be a decision point between buying from just any company or buying from an authentic and engaging one instead.

Every business engaging in marketing needs a marketing message, whether you sell B2C or B2B, software as a service (SaaS), or clothing. Let’s take a look at some brands that made clear and enticing messaging.

Marketing Message Examples

Successful marketing messages attract leads and convert them to paying customers. Below we’ll go over some real-life examples of effective marketing messages.

1. Nike

As a clothing and apparel brand, Nike is committed to providing equipment to everyone who needs it, regardless of the sport they play and who they are.

Nike’s marketing message is “Where All Athletes Belong,” and it speaks to its target audience and lets them know that they have something for everyone —from professional athletes to first-time players.

nike homepage 'where all athletes belong' marketing message

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2. Black Girl Sunscreen

Black Girl Sunscreen targets an audience often left out of sun safety discussions: women of color. Their message lets that market know they’re there for them: “Protect your melanin. Sunscreen is always in season.”

black girl sunscreen homepage marketing message "protect your melanin. sunscreen is always in season."

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3. Chipotle

People with dietary restrictions or food preferences that don’t align with mainstream ideas of nutrition are often unable to find food they can eat at fast-food restaurants.

Chipotle’s marketing message, shown in the image below, reads “Find your plant power.” The brand is speaking directly to those with diverse needs, inviting them to try its expanded menu with plant-based options and letting them know that they recognize the gap in the market for their needs.

chipotle plant-based marketing message "find your plant power"

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4. Lab Muffin

Ingredients in beauty and cosmetic products can be hard to understand if you don’t have a scientific background or relevant experience. Lab Muffin’s marketing message speaks to those who want to understand the chemistry behind the products they use: “The science of beauty, explained simply.”

lab muffin logo with marketing message that reads "the science of beauty, explained simply."

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5. Zoom

Zoom is a virtual meeting tool that allows users to connect virtually. It markets to an audience who wants to continue having fulfilling conversations, regardless of their physical location: “Meet OnZoom. A marketplace for immersive experiences.”

zoom homepage slider marketing message that reads "meet onzoom. a marketplace for immersive experiences."

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All in all, these marketing messages capture attention and, in just a couple of words, explain why Zoom’s business is the best fit to meet its audience’s needs.

How to Craft a Marketing Message

As mentioned above, a well-crafted marketing message helps convert your audience into customers. All businesses should aim to have one, and below we’ll discuss how to create a compelling marketing message for your own business.

1. Know your target audience.

Just as with most marketing practices, you can’t begin creating your marketing message without identifying your target audience. When you know who they are, you’re not marketing to customers you think are interested in you, but rather to those you know are interested in you.

In brief, your target audience is a group of consumers with similar characteristics and purchasing intent, and stand to gain the most value from your products. While your overall target audience is probably defined by the industry you’re in, it’s important to have a deeper understanding.

To learn more about your target audience and narrow down who they are, you can conduct buyer persona research, analyze your competitors, practice social listening, and invite people to participate in focus groups or interviews.

Overall, what you want to learn from identifying your target audience is understanding what they “look” like. This can be simple demographic information, like age and location, to what they like, desire, and want from the businesses they buy from.

Having this information then makes it easier to personalize your strategies and create a marketing message that will resonate with them, especially when addressing their pain points.

2. Understand your audience’s pain points.

Your persona research should tell you about your audience’s pain points and challenges.

As a refresher, pain points are issues that affect your target audience’s day-to-day routines, business tasks, or general life desires. These challenges are typically things that your audience is actively seeking solutions for.

For example, if you’re a business selling marketing SaaS, you may discover that your audience has trouble managing their campaigns because they use multiple platforms throughout their process. When you create your marketing message, you should speak to your ability to streamline their efforts with your easy-to-use, all-in-one platform.

If you’re a B2C business that sells eco-friendly clothing, a customer pain point could be that they struggle to find brands without significant environmental impact. In your marketing message, you should speak to their desire to minimize environmental pollution through sustainable shopping opportunities.

When you understand pain points, you don’t have to guess why your customers need you — you’ll know why they need you. As a result, you can create a marketing message that addresses their needs.

The first two steps on this list involve gathering the necessary background information, and the following steps will help you begin crafting your message.

3. Define value propositions.

Value propositions highlight your product or service’s unique value and tell customers that your brand is tailor-made to meet their needs. It clearly says why they should do business with you instead of a competitor, and that is precisely the point of a marketing message.

When creating your message, present your product or service as a cure for their pain points, and prove it. Continuing with the eco-friendly business example, you can specifically mention that your clothing is locally produced, separating you from the competition that mass produces its goods abroad.

This message tells consumers that you’re solving their pain point, which is a lack of sustainable clothing brands, because you design ethically produced and environmentally friendly products.

4. Prioritize clarity and concision.

Your marketing message needs to pack a punch, you need to say a lot in as few words as possible. You shouldn’t beat around the bush. Instead, get to the point and explain how your product is a solution.

Customers should read your message and find answers to their questions without needing to overanalyze your statements. Prioritize being clear, concise, and easily understood, as you want your words to speak for themselves. To reiterate, get to the point.

You can think of it like this: I said a lot in this explanation just to tell you to get to the point. If this were a marketing message, you would’ve moved along already. However, if I wanted to follow the tips I’ve mentioned, I would simply say, “Tell me why you’re the best – no ifs, ands, or buts.”

5. Use familiar, conversational language.

Even though your customers are in your industry, you shouldn’t assume that they know or understand the technical jargon related to what you sell. Therefore, it’s important to sound conversational and use familiar and palatable language to most audiences. Your message copy should be simple, straightforward, and not require an industry-specific dictionary.

For example, you can use technical terms to describe the features in your latest automobile model. Still, car enthusiasts would be the only ones that genuinely understand what it means to have a 600 horsepower engine and AAA uniform tire quality grading (I certainly don’t know what this means).

Aim to write as people speak during conversations, maintain a friendly tone, and make customers feel welcomed. Robotic and technical language may be confusing and lead them to think that doing business with you will be complicated and confusing as well.

In sum, by being conversational and familiar, you’re reaching everyone, from first-time industry customers to seasoned CEOs.

6. Showcase your brand’s originality.

Your marketing message’s overall intent is to attract your target audience, but it’s also to set you apart from your competitors. Given this, a key pillar of your final message is originality.

Run-of-the-mill marketing messages seem like they could belong to any of your competitors, and original ones showcase what makes you unique. This can be your brand’s personality, the features that set you apart from your competitors, or a combination of the two.

Your marketing message is unique to your business, your solutions are unique to your business, and your words should prove that.

7. Use user-generated content (UGC).

Consumers are 14% more likely to trust recommendations from someone like them (another consumer) over a brand employee. With that in mind, using UGC in your messaging, like testimonials and reviews, can help you support your products’ value.

As your target audience likely shares the same challenges, seeing that someone like them has benefited from your product can help them make their final decision. For example, you could say, “95% of our customers love [xyz], and you will too.”

8. Appeal to customer emotions and logic.

There are a variety of consumer behavior models that explain how people make purchasing decisions. Some models say that it’s through logical reasoning, and others say that it’s purely emotional. In reality, it’s probably a combination of the two, and you should use this to your advantage.

Through tactics like humorous copy, you can showcase your brand’s uniqueness to appeal to customer emotions, and use value propositions to appeal to logical reasoning and show customers how you’ll solve their problems.

Reach Your Customers through Your Marketing Message

The key takeaway here is that your marketing message should convince your audience to do business with you.

Focus on showcasing your brands’ individuality, creating an emotional connection, and clearly showing your customers what’s in it for them. If you do this, you’ll likely find yourself with a marketing message that speaks directly to your target audience and helps you grow your list of clients.

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The Ultimate Guide to Storytelling

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The Ultimate Guide to Storytelling


Storytelling is an art.

Not a process, method, or technique. And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.

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How to Blog When You Have No Time

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How to Blog When You Have No Time


Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

[Include screenshot]

Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.

2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.

5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.

Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs


A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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