Thread by @amandanat

5 elements of great marketing messaging — with real examples from Nike, Calendly, Always, and more:

1/ It's precise and value-driven.

Truly effective marketing messaging lies at the intersection of:

• Knowing your target audience
• Understanding their pain points
• Showing how your product is valuable

2/ It's specific.

It's clear who you're talking to. Your audience feels seen.

Example: Brands with B2C and B2B. See how they position the value of the same product.

@carebyginger:

• B2C: "On-demand mental health support, day or night."

• B2B: "Delivering 4.2x ROI."

3/ Focus on benefits, not features.

Be clear what's in it for them.

Example: SaaS companies. They're often great at selling outcomes.

• @Calendly: "Eliminate the hassle of back-and-forth emails."

• @Zapier: "Easy automation for busy people."

4/ It's emotional.

Don't just make your audience feel something. Share that feeling with them.

Example: Consumer products. Think...

• Always' #LikeAGirl campaign

• Nike's "Just Do It" ... and every time they revamp this messaging.

5/ It's memorable.

It's novel or clever in a way that makes a lasting impression.

Example: DTC brands often do this well. Like...

@takearecess. All their messaging is in lowercase. Quirky, a little edgy, but still approachable.

This is from their order confirmation:

Any other elements of great messaging that I missed?

Feel free to drop them in the replies.

And follow me @amandanat for more marketing advice.

Lots more guidance on this from @randfish and me in this Thursday's #SparkToroHours.

Sign up (free!) in the link below to save your seat or get the replay.

crowdcast.io/e/sparktoro-of…