By Anne Popolizio
The key to cutting through isn’t being the loudest, it’s having the messaging that connects immediately with your audience. Your (concise! snappy! on-brand!) messaging needs to show them you deeply understand the problems they’re facing right now.
You might know the problems’ root and the big-picture solution, but your clients don’t care about that. If the sun’s shining too bright in their eyes, they want a hat. That’s the phrasing they’ll use, and that’s the phrasing you need to use to show them you understand them.
You’ve also got to know how to interpret your ads’ data. The data shows you everything you need to know about people’s experience in your marketing funnel…including the spots where they get stuck or turned off.
It isn’t a question of “am I nurturing them enough to convert them into clients?” It’s “am I meeting their needs at every step?” Your data shows you where you are and aren’t meeting these needs.
So how do you change up your strategy and ensure that you’re meeting those needs? Messaging is part of it. So is your message’s framing. Frequency is a big one too…remember what we said about the internet being a noisy place? If you think you aren’t communicating enough, you’re right. You likely need to communicate more. And definitely in a human way.
Click here to watch the interview.