Digitally She Does It Podcast

EPISODE 78: 3 steps to effective messaging

February 21, 2024 Karen Davies Season 1 Episode 78
Digitally She Does It Podcast
EPISODE 78: 3 steps to effective messaging
Show Notes Transcript

In this episode, I dive into the art of creating messaging that not only captures attention but also converts your audience into valuable customers. I emphasise the significance of comprehending the specific needs and challenges of your target audience, tailoring your products and marketing efforts to align with your ideal customer, and effectively communicating solutions.

Throughout the discussion, I share practical tips to kickstart your journey. Additionally, I explore the potent impact of storytelling in marketing and guide you on how to carve out a distinctive messaging approach to stand out in the online crowd. Brace yourself for a deep dive into my 3-step framework, crafted to empower you in crafting messaging that truly resonates. Tune in to the complete episode for a wealth of insights.


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Karen Davies [00:00:00]:
Hello, and welcome to the Digitally She Does It Show. This is episode 78. And in today's episode, I'm going to be sharing 3 really simple steps to creating effective messaging that attracts customers. So let's jump right in, and let's get started. To the Digitally She Does It Show. I'm your host Karen, and I'm here to lift the lid on what it actually takes to create a successful business.

If you are an ambitious creative ready to build a business on your own terms and without compromise, then this podcast is perfect for you. With my award winning approach to and expert knowledge in creating online courses, this show will leave you feeling inspired, energised, and ready to bring those big dreams to life.

Karen Davies [00:00:52]:
Join me each week for a dose of motivation and marketing know how along with actionable step by step strategies to help you accelerate your businesses' in, and don't forget to subscribe to all my upcoming episodes which drop every Wednesday. Hello, and welcome.

Thank you for joining me today. I'm your host, Karen, and I really appreciate you hitting the play button to listen to today's episode. Now today's episode, I'm going to be talking about messaging because it is one of the most important aspects of any marketing. So I'm going to dive into that topic. I'm going to share with you 3 very simple steps that's going to help you to get started so that you can start attracting your audience and then hopefully convert them into paying customers. But before I do, I just want to tell you about the digital creators hub.

Karen Davies [00:01:56]:
Now I've been working on this for a while. I have accumulated so much content and create so many resources over the years. I've been at this for a while now, so I've got a lot of content there. And so my goal is to help you to get started to move your business online so that you can start building that freedom into your business and into your life as well. And so the Digital Creators Hub has been created to support you with that. Now it's completely free and it's just full of so many different resources and tools that I have put together just to help you get started. We have resources in the hub where you can get access to expert guides, essential tools, and they've all been designed to support you on your journey. I've also included a business planning tool.

Karen Davies [00:02:53]:
I love Notion. I've not spoken about it on the podcast before or I don't believe I have, but the system that I use that helps me essentially run my business is Notion. I love it. And what Notion is, it's a project project management tool that enables you to kind of build out pages that all link together. So it's a bit like an intranet for your business. And what is great about Notion is that it's so simple to use. And so all of my planning, whether I'm planning, a new product or a launch or a webinar or I'm writing my messaging, I go to Notion and I do it all in Notion because it's absolutely fantastic. And so what I've done for you guys is I've created a business planner in Notion to help you get started because this is where you can crystallize your goals and work out what steps you need to take in order to create your online business.

Karen Davies [00:04:00]:
So that is available in the digital creators hub as well. And I've also created some templates in the hub because not everybody knows what they're doing when it comes to designing visuals. And so what I've done is I have curated some templates that's gonna help you to get started online. So you don't have to worry about the design because it's all plug and play. You just change the colors, change the fonts, change the images, but essentially you're good to go. So if you are looking to get started, then go and check out the Digital Creators Hub. As I said, it's completely free. All you need to do in order to it is pop over to my website www.pink-lemondigital.com/hub.

Karen Davies [00:04:51]:
Because there's no better time than now to get started with creating your digital business. So go and get access to these free tools and resources and get started today. Okay. So talking about today, let's dive in to today's episode. And as I said, I'm going to be talking about how to draw in your ideal customer and connect with them on a deeper level. And we're going to do this by going through 3 very simple steps that is ultimately going to help you to create effective and compelling messaging that is going to help attract and convert your audience. And that's what we wanna be doing. What.

Karen Davies [00:05:40]:
Wherever you are in your business, whether you're a service based provider or you're a product creator, you need good messaging. People are not gonna find you just by you existing and so we have to create messaging that lands with the people that we want to attract in order to buy our stuff. And so we need to spend that time working through what that looks like and what is gonna land with our audience. And the only way we can do that is by kind of going through a simple framework and that framework is what I'm gonna share with you. In last week's episode, I spoke about your ideal customer and how important it is to profile them and to really understand who they are. So when it comes to your messaging, defining your ideal customer is paramount. Honestly, I can't stress this enough. It is so incredibly important because the more you know about the person that you're looking to connect with, the better your products are going to be.

Karen Davies [00:06:54]:
The better your messaging is going to be. Essentially, the more better you're going to be because you know exactly who you are serving. So the first step that I want to talk about today when it comes to creating messaging is defining your target audience. Now knowing your ideal customer is going to allow you to tailor what it is you're creating. And it's going to allow you to tailor your marketing as well because you can be really specific about what it is you're creating and then what it is you're saying to the people that you're looking to attract. And this is going to increase the effectiveness of your marketing as well. So understanding your customer's needs, their preferences, and their challenges It's going to help you to craft really compelling messaging that's going to land with them on a much deeper level. And the more personalised you can get in your messaging, the stronger the connection is going to be.

Karen Davies [00:08:05]:
Because when you have nailed it so to speak and you have created a message that really does speak to their pain points and what they're going through. They're going to come over onto your side. They're going to want to find out more and they're going to listen to you because you are talking their language. You are understanding them. And when it comes to marketing, what we have to remember is that we are marketing to humans at the end of the day. And humans want to be listened to. This is really important. We're not talking to robots.

Karen Davies [00:08:48]:
We're not talking to AI capabilities. We are speaking to other people, and people have things that they're going through in their lives. They have problems that they're facing. They have challenges that they're having to deal with. And so our job as digital product creators or service based businesses is being able to come up with solutions that ultimately responds to those challenges. And when we do, we have to communicate that. And when we communicate it, we have to be effective in what we're saying. So we always have to keep at the very center of what we're doing.

Karen Davies [00:09:27]:
We have to remember that we are speaking to humans. So that is gonna play out in the visuals that you use and the the copy that you use and and effectively the the words that you use as well. But by knowing who your ideal person is, you will have a really good idea on what all of those other bits are going to look like. And then you can develop offers and messaging that just speaks to them. Now this customer centric approach is going to increase the likelihood of people buying what you have. Because if you can create something that is specific to a need and then you can communicate it in a really effective way to that person then the likelihood is that you're going to get those sales. And that's what we're looking to achieve. So getting really clear about who your ideal customer is, it's a foundational step in building a successful online business because it's going to give you that clarity and that direction that you're going to need that is going to guide your decisions and how you approach the things that you create, your messaging, your marketing in general.

Karen Davies [00:10:46]:
It's going to influence everything. It's going to be really important. So I know I spoke about this in last week's episode but I'm bringing it over into this episode because this is the first step and it is key to creating that effective messaging. So spend the time getting to the heart of what your ideal customer wants, what they need, and ultimately what their struggles are. If you can nail those 3, then you are going in the right direction because those 3 elements are the most important. In the Digital Creators Hub, I have the ideal customer workbook. And what I would recommend is that if you are at the start of this process and just a side note, it is a process. This is going to take time.

Karen Davies [00:11:46]:
So please don't think that you have to have everything nailed ASAP because it takes time to figure things out. And what you need to allow yourself is that time and that space to get clear on what you're doing, get clear on the people that you wanna work with, and get clear on who they are and what they're about. So in the Digital Creators Hub, I have a workbook that I have created to support you with this. So if you haven't signed up to the hub, please go and sign up and download this workbook because this is going to help you to get really clear. Once you have this information, then it's going to, as I mentioned, influence the next step of the process so which is going to help you. It's gonna make everything so much easier. Because the moment you know exactly who that person is, every decision that you make going forward, you can then sense check it against whether or not it is right for them. So as I said, spend some time in this area.

Karen Davies [00:12:52]:
Get to know your ideal person. Understand their wants, their needs, their desires, their challenges. Write it all down. Get really clear about it because that is going to influence the messaging that you then go on to create. Step number 2 is going to be about understanding what makes you different. So this is where you need to have a really good understanding about what your USP is, your unique selling points. You need to spend some time and figure out what sets your product or your service apart from your competitors. Now we all have competitors.

Karen Davies [00:13:40]:
Competitors are good. They keep us on our toes. They keep us focused. Because if you know your competition is doing the thing that you want to be doing, that's going to focus your intentions because what you want to be doing is is making sure that you're getting what you have out there so you can serve the people that need what you have. Now competition is good because as I said it makes us look in the mirror and question what it is we have to offer and why we are different. What what makes us unique. And that's really important because we are all unique. There may be 100 other branding studios out there, but I guarantee each of those studios are going to have something a little nuanced and makes them different.

Karen Davies [00:14:33]:
So you can create an online course that somebody has already created. It could be an online course on how to shift mindset. There will be an online course out there that talks about how to shift mindset. The difference is going to be the way that you approach it is going to be different. It's going to be unique. It's going to be like your thumbprint. You're gonna have a different way of approaching your subject because, ultimately, you are different and your experiences are different. And the way you feel about something is different.

Karen Davies [00:15:05]:
And the way you see something, your perspective is different. So that's gonna result in whatever you create being different. But we still have to do our due diligence and we still have to look at what's out there so that we can understand the bits that are different. Because when it comes to writing your messaging, that needs to be incorporated. Doing research around your competitors is always a really good thing to do because that's where you can get really great ideas and you can get inspired. So it isn't just about, obviously, looking at what makes you different. There are other benefits to do in this exercise as well. But if you can really cement what it is that does make you different, then when it comes to writing your message in, that can then get weaved into the copy that you are creating.

Karen Davies [00:16:03]:
And then that starts to make your messaging different. And, also, it's gonna help your perfect person, that person that you wanna attract. It's gonna help what what it is you have to say. Land with them. Because when somebody's handing over money to buy something, whether it's a service or a product, they wanna know that they're going to get the best deal for their buck. They wanna know that they are handing over their hard earned money to the right business or the right person. And and in return, they're going to get that service or product that is going to fix whatever problem it is that they're they're experiencing. So the clearer you can get on why you are the person to help them, it is going to really help you to stand out.

Karen Davies [00:16:56]:
For you to sit in that thought that whatever it is you do, whatever customer you serve, whatever results that you achieve, you are unique and you are different. And what you have is a gift and that needs to be shared. But it can only be shared if you communicate it. And so you need to get really clear on what that looks like. So spend some time identifying your strengths, what your unique skills are, what your expertise is, and what you just see shine at. Is there something that your customers come to you and ask you for? Is there something that you do better than someone else? Is there something that you do differently from others in your industry? Do you have a framework or a process or a system that you have created to make something more simple, more agile, more easy? Like, really dig into this and really have a look at what that is. And just write it down on paper. Just I mean, I've I've said it before.

Karen Davies [00:18:03]:
I love a spider diagram. I'm a very visual person. I love writing something on paper, a word or thought, a topic, whatever it is, and then creating lines off of those words and then jotting down ideas. It means that I don't have to formulate sentences. I could just pop down my ideas in a really quick and effective way. So start with a spider diagram and just get all of your thoughts on paper and highlight what your differentiators are. So highlight and identify what makes you different and what makes your offers unique and desirable because this may be what makes the difference between somebody working with you and buying your products or going somewhere else. Okay.

Karen Davies [00:18:48]:
So step 3. My 3rd and final step is going to be about language. Language and tone is so important. And it's already spoken about at any great length. But when it comes to messaging, language is so vital. One of the things that I do is I often go out and work. I like to get out the office. I feel like when I'm in my office, it can kind of stun my creativity.

Karen Davies [00:19:17]:
And so I go to my favorite coffee shops and I go and work. I love it. I spend way too much on coffee. But what I enjoy is listening to people and conversations and also the way they deliver what it is they're talking about. And it's really interesting. If you take the time to listen to how people speak, you can pick up a lot of information that is actually not being said just by listening to the way people speak and their tone. Now when it comes to creating effective messaging, it needs to be clear. It needs to be concise, and also it needs to be compelling as well.

Karen Davies [00:20:02]:
What you're putting out there, you want people to acknowledge and you want them to have some kind of reaction. Because if somebody reacts to something, they're going to take notice of it. They're going to stop in their tracks and they're going to read it and they're going to take on board what it is you're saying. So it needs to be clear. It needs to be concise and it also needs to be compelling. Now language plays a really important role here because language and tone is going to help the words that you use resonate with exactly who you are wanting to attract. So the language that you choose to use and the tone in which you write is going to be what carries that messaging. For example, there's no point using abbreviated terminology in your messaging if you are looking to attract health and wellness professionals.

Karen Davies [00:20:59]:
There's no point talking techie to people that work in a space that is all about wellness and health because they're not going to pick up what you're saying. That it's not their language. It's not going to land with them. Equally, there is no point using emotive language, so language that carries emotion if you're trying to connect with IT people because they're again, they're not going to feed into that. They're not going it's not going to land with them. IT people often like facts. They like figures. They it's it you know, things are black and white.

Karen Davies [00:21:38]:
They operate in a world of tech, and tech is data. So if you're trying to use emotive language for people that work in the world of data and technology, then they're not going to pick up on what you're trying to say. It's not gonna land with them. It's not their language. It's not it's not the way they speak, and so it won't resonate with them. So this is why really understanding your ideal customer is so important because this is where it comes into play. If you've done the work of step 1, then you'll know that your ideal customer speaks a certain way and they use certain language. And that's what you can then feed into your messaging.

Karen Davies [00:22:19]:
Always remember that in your marketing, you are talking to humans. You're not talking to robots. So you need to speak their language when you're addressing their pain points and desires. Now something to really consider when it comes to your messaging is using storytelling. Storytelling is incredibly powerful, and that's why so many marketers use storytelling in their marketing activity because stories evoke emotions and they create connection. If somebody tells you a story then you're most likely going to remember that story far more than you're going to remember them telling you a load of facts and figures because there'll be something about that story that lands with you. It might be the outcome of that story. It might be the drama within the story.

Karen Davies [00:23:16]:
It might be the fact that it's a humorous story or it might just be that you resonate with what they're saying. But stories go a long way to helping us remember things that are going on. That's why when the news reports on things going around the world, they'll often create stories around what is happening because that's what you're then going to remember. Now one of the brands that I think is absolutely brilliant at doing this is Innocent Drinks. They are amazing at telling stories, and they are a prime example of how powerful story telling can be, because they've built their entire brand around the idea of living well and enjoying life simple pleasures. And they use storytelling techniques to convey this to their customers. Now I don't know if you know about Innocent Drinks. They had very humble beginnings.

Karen Davies [00:24:12]:
I think it was 2 guys founded the company just by selling, smoothies at a music festival when they were young. And so they often tell this story in their marketing. And what this does is this helps their customers to connect with their brand. And it it feels an authentic way in which they operate. So and people love that. People want to be connected authenticity. When a brand uses that kind of tactic, then it makes people feel as though they're being transparent and they're being honest and that they operate from a place of ethics and whatnot. So it really does help to build that know, like, and trust.

Karen Davies [00:24:58]:
So what Innocent has managed to do because of their storytelling approach is they've been able to differentiate who they are in their space, and they've also been able to build a loyal customer base off the back of that because of the way they have approached their marketing. So it proves that it can be really powerful. So how can you weave your story into your marketing and into your messaging? A well crafted story can really capture attention, and it can keep your audience engaged. So it could be that there there's an element of suspense or there's a bit of humor or maybe there's a bit of drama. Maybe it was something where, you know, you had a corporate job and maybe there was health issues and in order to create a better life for yourself you've you started your business and off the back of your business you've been able to help more people overcome the challenges that you had experienced in your own life. Just that alone is so powerful. And people wanna be connected with that. People want to know your why.

Karen Davies [00:26:03]:
That's why in marketing, people often talk about the power of the why. If you can really dig in and connect to what your why is, not financial but what your why is on a more deeper cellular level and then you can share that in your messaging, that is going to help you connect with your ideal person, with your audience on a far deeper level because then they get to know who you are, what you're about, what you stand for, and then what's important to you. And that goes a long way in building trust and credibility. So where possible, weave in your story so that you can really create messaging that's powerful and compelling and that's going to attract and engage your audience. So do not underestimate how powerful at all storytelling is because it ultimately taps into the human experience. It creates emotional connections and it makes messaging more memorable, relatable and most importantly more impactful as well. So they're my 3 steps. My very simple framework to creating effective messaging.

Karen Davies [00:27:27]:
You've got step 1 where it's about defining your ideal customer. Step 2 is about understanding what makes you different. And then step 3 is about weaving in storytelling and persuasive language into the words that you then go to use in your marketing. So spend some time working it through. You're gonna have rough drafts. You're gonna go through a process and then allow your messaging to evolve over time as well. Always remember that when you are doing this, it is a process. It's going to require you to test, refine, and test again.

Karen Davies [00:28:06]:
So you're gonna constantly go through this. And the more you do it, the more you're going to understand more about what your customer needs, more about what they want because you're gonna go deeper and deeper every time you do this. And that's going to mean that your understanding of what you're building and who you're building it for is going to be more powerful and it's going to create more impact. So take the time. Embrace the journey. And I guarantee that the time that you spend investing in this stage of the process in in creating your messaging is going to contribute to you building a really strong and authentic connection with your audience. Thank you so much for taking the time to listen to today's episode. I hope you found this episode of value, and, of course, please feel free to share it with others who you may think will also benefit from listening to today's episode.

Karen Davies [00:29:09]:
If you're feeling inspired and ready to get your business started and you want to know more about getting started online, then go and sign up for the Digital Creators Hub. It's free. You can get access straight away, and then you can dive into the treasure trove of resources and tools that's there for you to enjoy. Head over to www.pink-lemondigital.comforward/hub. I will be back next week with another episode, but until then, have a great week. 

I hope you enjoyed this episode of the digitally she does it show. Don't forget to check out the show notes for all the links and resources mentioned in today's episode. New episodes drop every week on Wednesday, So why not rate and subscribe so you never miss an episode? Thank you for tuning in today, and I will see you next time.