The 3 stages of unforgettable brand messaging
Distraction and noise.
Two things we’re all trying to block out and two things we’re all experiencing all the time now.
Case in point, each day the average person sees and gets:
- 5,000 ads
- 65 text messages
- 12 phone calls
- ~120 emails
And that doesn’t count the 11 signs they couldn’t read on their drive to work because they were distracted by the mattress store sign guy doing a onehanded back handspring while throwing his sign 30 feet up in the air.
So in a world where your customers are bombarded with ads all the time, how do you stand out and get their attention?
Simple: with a clear brand message.
Not so simple: creating a clear brand message.
But it’s not so hard once you understand the 3 stages of unforgettable brand messaging.
In this post, we’ll dive into each stage where I’ll provide a real example of a website headline and provide actionable tips to help you craft messaging that truly resonates.
STAGE 1: CONFUSING MESSAGE
Real-world confusing website headline:
“Innovation Drives Us Forward”
That’s a real headline from a website. I don’t want to call out the business so I’m not going to show the example but know it’s real, and know it’s really bad.
It’s bad because you’re left wondering:
- What do they do?
- Who it’s for?
- What do you get?
It’s a big-ol’ nothing burger of a message full of filler meat.
When people come across your website, you only have a few seconds to grab their attention. It’s what I call the 5-second rule. If a visitor comes to your website (or anywhere physically and igitially) and they can’t answer those 3 questions in 5 seconds or less, they’re gone.
Look at your website. Are you answering those questions?
STAGE 2: CLEAR AND SIMPLE MESSAGE
Clear and simple headline example:
“A Lead Generation And Marketing Agency For Real Estate Agents”
This is pretty dang good because:
1. I know what they do:
A lead generation and marketing agency.
2. I know who it’s for:
Real estate agents.
Eliminating confusion is half the battle we’re trying to fight with customers because as we mentioned before, when our customers come across our business, they’re only half-tuned into what they’re looking at. That goes for all of us.
Studies have shown that our attention spans have decreased to around 8 seconds. I don’t know about you but I’m getting distracted just thinking about thinking for 8 seconds…so I think the study is probably right.
Long story short: when talking to customers (digitally or in person) get to the d*mn point quick and make sure they know exactly what you do and who it’s for.
Sidenote: 8-second attention spans are also why it’s important to have a website that is skimmable and scannable and optimized for speed. Visual aids like images and videos, and short punchy copywriting also key.
STAGE 3: CLEAR, SIMPLE, AND DIFFERENT BRAND MESSAGE
This clear, simple, and different is brought to you by Curaytor and they’re knocking it out of the park.
This is an unforgettable headline and sub-headline combination because:
1. It promises to eliminate the pain no real estate agent wants:
2. It clearly explains how:
Lead generation and lead conversion
3. It clearly explains who it’s for
Real estate agents
4. And why it’s better aka different than other options
Qualified appointments set for you – without sacrificing 35% of your commission
That’s an unforgettable message because it’s clear, simple, and different. That leads to a flood of customers and sales.
HOW CAN YOU CRAFT AN UNFORGETTABLE AND DIFFERENT MESSAGE LIKE THAT?
1. Reflect and find the problem
Your customers are telling you what they hate and what they want to avoid. You just have to tune it and listen. Curaytor knows the last thing any agent wants is to cold call.
2. Use your customer’s words
When describing your business, use the words your customers understand and would use themselves. Real estate agents understand lead generation (their business depends on it) and lead conversion.
So instead of talking about your business the way you do, describe your business the way your customers would describe your business.
3. Clearly state who you help
Nobody’s coming to your business looking to play a game of 20 questions. Make it obvious who you help.
4. Define your USP (unique selling proposition)
If you’re clear, you’ll get customers. But if you’re clear an different, ha If you don’t know this off the top of your head, this may take some research but it’s not that hard.
Interview customers and ask:
- Who else/what other options were they considering?
- Why they chose you versus other options?
- What they found surprising about your product/service?
- And just ask them why they think you’re better and different than other options?
That’s what you need to dig into. Figure that out, and then repeat it over and over.
Clear is good but clear and different is better.
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