Why Construct A Superpowered Marketing Message
In 1978, Cavett Robert, sagely cautioned the infamous marketer, Dan Kennedy:
âDonât be in too much of a hurry to promote, until you get good.â
Reflecting on this, Dan âobserved that large numbers of businesspeople in all fields rush to promote without stopping long enough to be sure they have something really worth promoting.â
Itâs kind of hard to fathom. And its easy to say âoh no not meâ, especially if your product or service sells⌠But remember, this is coming from one of the greatest marketing minds of all time.
And if you look at the messaging of your competitors through their website, or socials or even their customer emails and phone conversations⌠you will quickly see they all do it pretty much the same.
Thatâs why âŚ
You need a truly great
marketing message more than ever
Now, having said that, it MUST be truthful to the actual customer experience.
Obviously, you canât run around promising things you canât deliver.
But, you can look at what your competition is advertising and look for things that:
A) they arenât doing, that you do, but you donât mention in your advertising
B) they arenât doing, you arenât doing and you could start doing
C) things they arenât willing to do, youâre not doing yet, but youâre happy to start
But No Matter WhatâŚ
Avoid Copying Competitor
Messaging âStrategiesâ
Most of the market is saturated with terrible messaging.
Thatâs because local business owners often write their own copy by copying competitors or hiring a minimum-wage intern and giving them the task. That intern then goes away and ⌠copies competitor messaging in their own words.
This is terrible for results. It positions the business like a comodity, and so begins the race to the bottom.
And not only that, but today AI copywriting is muddying the waters even furtherâŚ
Messaging With Generic AI Copy
We canât talk about messaging without talking about AI copy in 2024.
We have a new generation of armchair copywriters who literally plug in a few prompts into CHAT GPT and present THAT as a piece of work âŚ
Unless youâve trained yourself to spot generic AI copy⌠you wonât know the difference.
The clicheâs poke me in the eye ⌠But itâs not the writing thatâs so bad. Itâs the messaging.
You can get CHAT GPT to write nice, but that doesnât mean it will sell. There is a huge difference between these two things. Great messaging is like a killer salesman in writing.
Constructing A Superpowered Marketing Message
Take a thorough survey of all you are up againstâeveryone else of significance who may be presenting their messages to your targeted consumer.
You need to trump their messaging and become a âcategory of oneâ in your customers' minds. Just like in Inception, your brand must implant itself deeply in their subconscious.
âOK ⌠BUT Where Do I start?!?â
First, recognize that websites are fiercely competitive. (If youâre not making the most of your website, constantly optimising and strategising around it then youâre falling behindâŚ)
But more importantly, each potential customer is a milisecond away from checking your competitorsâso you need a way to get one-on-one with your customer with email or a phone call in order to sell.
Dan Kennedy called this âselling in a vacuumâ.
Selling in a vacuum is a VERY ⌠wait no ⌠is the most effective way to sell.
We specialise in vacuuming up your customers into a convenient ⌠errr ⌠bag?
If you would like to optomise your message for selling, or get a bespoke funnel that puts customers in your ⌠bag, reach out for a consultation here:
https://www.tearitupmarketing.co.uk/contact
Sam Terrett
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