For your landing page, digital ad, and video to be successful, you need to communicate a compelling message to your audience that’s succinct and effective. We surveyed sales consultants and growth experts and distilled their insights below…
How to craft a compelling message?
Once you have a clear understanding of your Audience, you can think about your message like this: Pain Point → Problem → Solution → Hot Button.
First, what does your audience experience as a Pain Point in their life? That can be “not enough cash” or “not predictable sales” or “feel sluggish / no energy.”
Next, dig deeper to identify the Problem. What’s causing the Pain Point? That can be “not enough outbound sales activity” or “not exercising enough.”
Then, what’s your Solution that addresses the Problem, which in turn causes the Pain? That can be a “proven email marketing system,” for example.
And finally, what’s your audience’s Hot Button? How will you impact their lives by solving their Problem and eliminating the Pain Point? Perhaps you’ll help them create predictable sales, which can fund their growth.
How to communicate your message?
One approach is to deliver your message in this format: Pain Point → Problem → Solution.
However, with your Audience’s attention span getting shorter by the day, you want to open with your most powerful statement. That’s the Hot Button. It’s what on their minds, and what they crave.
The “above the fold” or “hero” message on your landing page, as well as the first 5 seconds of your video ad, should be dedicated to the Hot Button. That will grab your Audience’s attention and convince them to spend more time with your website / video.
So your delivery format should be: Hot Button → Pain Point → Problem → Solution.
How to get your message out there?
Once you have a solid script, then you’re ready to put money behind it and share it with the world. So the lesson is, don’t redesign your website or produce a video to promote your business before you’ve clearly thought through you message. How will you make it compelling, what will truly resonate with your audience? The right message can boost your ad click-through rates, on-site conversion rates, and video view rates.
If you’d like to set up a quick audit of your messaging or learn more about our process, fill out our contact form and we’ll be in touch within 24 hours.