What is key messaging?
A key message is the main point that you need your audience to remember. In advertising, it's the value proposition(s) you are offering. With video production as your main vehicle, you often only have a few sentences to explain the value and convince the audience you are the best choice.
Key marketing messages are the core of an ad that helps create a sale or conversion. Now, there are three main key messages when you are competing with other products that function in the same way. What three key messages do advertisers use when trying to close a deal and step ahead of their competitors? Below are messages many marketing directors use to build trust, make you want to try it, and incentivize the sale.
Three key messages advertisers use:
Popularity
Examples of popularity statements are: "Everyone is doing it." "The new favorite choice." "Trusted by over ___ companies." "#1 on the market." Smart Marketing Directors capitalize on any proof of popularity they may have, whether it is their current market position in terms of sales or if they can spot a social media trend and find a way to tie their product to it. Keep it honest and real, but look deeply for evidence that your target buyer, is not alone in their choice when they purchase your product or service.
Enjoyable Experience
Examples of Enjoyable Experience statements are: "It's fun to use our products." "The easiest way to do____." "The most comfortable option." "The fastest solution." Buyers want to know that your product or service is not another nightmare added to their day. Either it is fun to do, fun to use, or makes their life and tasks easier so they can have more fun in the future, quicker. Whether you are advertising a physical product with video or marketing a SAAS or APP with a Video Explainer, making the product user friendly and enjoyable is key.
Forward Movement in life or career
Examples of Forward Movement statements are: "You will be more successful when you use this product." "This product will help you achieve your goals quicker." "This product will put you in a position to get what you want from life."
Key Messaging is not always verbal
Keep in mind that many of these statements are made in subtle ways. For example, popularity can be expressed by showing multiple people and large groups using the production in the same video. Enjoyable Experience is sometimes as simple as showing the person's emotions while using the product, and forward movement can simply show the person's lifestyle in a positive light, nice clothes, or on a nice date, as a result of using the product. In the real world, 70 to 90% of communication is non-verbal. And keep in mind when you're making product videos for online, nearly 70% of your audience is often watching with the volume down. Try to find a way to push your key messages both visually and verbally at all times.
"Everyone is doing it"; 2. "It's fun to use our products"; 3. "You will be successful if you use our products.".
Brainiac Pictures develops message-based videos using keywords discovered in SemRush and Tubebuddy.
Deciding on the main message is not always easy, even for season marketing directors. And articulating it in the right way, both verbally and visually is key. Looking at the 3ps often helps.
The three P's are not as defined as they used to be.
Some say the three P's are "Price, Place, Promotion." Others say they are "Presentation, personality, and perception or positioning". "Presence, perspective, and personality" are the three Ps of ads that avoid stereotyping. The truth is, it is all of the above. Know your market and what makes the pricing of your product appeal to that market.
If you are a high-ticket item, show it embedded in a high-ticket lifestyle that is appealing to those who only want expensive things. If it is a lower-cost sale, embed it into relatable environments. Where you place the product has everything with how it is positioned to have the right pricing. What type of people are in the ad show where it exists in the real world and peoples real lives, and that informs their perspective and ultimately, high-end looking production value of the video or marketing materials is what will position the product in a light that makes customer trust it is of quality.
Strategic key messaging examples
Creating a marketing message that is strong. Take every point you need to make, put it in the spreadsheet when creating your video or copy, and then have your writer/diurector boil it down into one strong message. Consider:
What sucks most about your target market's life?
What the actual person you want to sell to cares about?
How does your product make their life better and fit into what they care about?
Keep all of the above in mind when working with your video director to deliver a message-based video that hits the mark.
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