Audience, Message, Offer Series - Part 3 Message

Shopbytes Newsletter: Audience, Message, Offer Series - Part 3

Why Your Messaging Matters More Than Ever…

Your message connects your audience and your offer.

It encompasses everything you will say or include in your ad copy, product page copy, videos, customer reviews, etc. 🌟 

It’s crucial that your message aligns perfectly with your audience and your offer.

Your message should speak the same language and convey the same tone your audience would use.

For instance, 18- to 24-year-old males communicate differently than 70- to 80-year-old females. 

This analogy highlights the importance of tailoring your message to your specific audience. 🗣️

If you’re a cyclist, you should use terminology and language that resonates with cyclists. 🚴‍♂️

For example, if you’re with Solo Stove, targeting those who enjoy the outdoors and outdoor life, you should speak to them in a manner that reflects their interests. Your messaging should be relatable and understandable to your customers. 🌲🔥

Customer Reviews and Social Proof

Part of your messaging strategy includes customer reviews and social proof used in your ads.

This encompasses influencers, product page pictures, user-generated content, and more. Your messaging connects these elements seamlessly.

When choosing influencers for your brand, select those who resonate with your customer audience and share the same messaging.

Many brands make the mistake of trying to appeal to everyone, leading to generic messaging that doesn’t connect with their ideal customer, resulting in lower sales. 📉

Focus on the Ideal Customer

Focus on speaking to your ideal customer in a way that addresses their problems, overcomes their objections, and helps them achieve their goals.

Deliver value at every opportunity. 🎯

The more specific and tightly focused your messaging is, the better it will be received and the more engagement you’ll generate.

Specificity demonstrates an understanding of your audience’s needs, allowing you to address their issues directly.

You can then bridge this understanding from how they’re feeling now to how they want to feel, with your product serving as the key to transforming their experience. 🔑✨

People are less likely to connect with your brand if your messaging is too generic.

Be willing to alienate those who are not your ideal customers.

This means you will be eliminating a significant portion of the market, but that’s acceptable because they’re not your buyers.

Avoid the misconception that you have to sell to everyone.

It’s costly to operate that way, and only global multi-billion-dollar brands can afford to do so (and even Nike doesn’t target everyone). 🚫👥

Those who resonate with your specific message are the ones who will stay with you longer. They are your ideal customers. 💖

The Star, Story, Solution Framework

Russell Brunson, founder of ClickFunnels, has a teaching that transformed our marketing: Star, Story, Solution. 🌟📖🔧

Your brand has a star, much like a movie. Think about Frodo in Lord of the Rings.

He is the star, tasked with getting the ring to Mordor to save the world, embarking on a journey filled with challenges. 🧙‍♂️💍

You likely created your brand and product for a reason, and you can be the star of your story by offering a solution.

This concept aligns with the Hero’s Journey:

1. Someone goes on a journey. 🚶‍♂️

2. They encounter challenges they must overcome. 🛡️

3. They return home a changed person. 🏡

Sample Star, Story, Solution

"I created this brand because X. Here’s the journey that I went on from being an overweight, middle-aged male to becoming a champion cyclist. And then, here’s the solution that helped me get there." 🚴‍♂️➡️🏆

With your star, story, solution messaging, you guide your audience through their customer journey, making your message resonate and encouraging them to join you and buy your solution or product. 🛒✨

Many entrepreneurs and brand owners are hesitant to position themselves as the star.

However, depending on your background and the reason you created your product, you should often be proud to be the star of the show.

Being the star can help people relate more to you and your brand. 🌟💼

Stay Tuned for Next Week's Finale: "Offer"

Get ready for the grand finale of our Audience, Message, Offer series!

Next week, we'll dive into "Offer," where we'll reveal how to craft irresistible offers that your audience can't resist.

Learn how to bundle your products, create compelling calls to action, and provide value that turns prospects into loyal customers.

Don't miss out!

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Talk soon,

-Brent and Rush