This Time To Win, I want to focus on how successful marketers create winning campaigns. It doesn’t matter if you are in the B to C space or B to B. To have winning marketing, it comes down to message, frequency, and audience: Say the right thing (message) the right number of times (frequency) to the right people (audience) and it works. For this article I want to highlight the message, its importance, and how GKB has leaned into this piece of our business.
To create the right message for your customer the first step is understanding what your customer wants their audience’s takeaway to be. However, too often those of us that sell marketing solutions don’t dig deep enough into the message. Instead, we just ask the lazy questions when building a message:
- What makes your product better?
- What’s your message to your target?
- How do you differentiate yourself from competitors?
These are all questions that your contacts have likely answered thousands of times, and they can answer in their sleep. The issue with those questions is none of them ask what we actually need to know. A good question to get brand marketers thinking is: When a current or future customer hears, sees, or interacts with your brand, what do you want them to think and/or feel?
In addition to asking better questions in the process, invite teammates who will be part of the message creation to your meetings. In doing this, the following may happen:
- By investing time and resources into your customer’s business they will feel better about working with you.
- Adds two more ears to the meeting that might hear something the other teammates don’t.
- Adds another perspective.
If you want to learn more about building a winning message, there is a seven-part podcast series from 2019 that I have sent around a few times. The podcast series was called “Building a Story Brand,” with Donald Miller, and I have linked the seven episodes below:
How to define what a customer wants.
The Science of Why Your Brand Needs a Villain
Productive Tips That Help You Conduct More Meaningful Interviews
How To Lead With Vision So Your Brand Stands Out
How To Motivate Your Customers To Take Action
How To Create FOMO and Make Your Marketing More Powerful
What If You Sold Your Product In a Crazy Unexpected Way
Winning in 2025 starts with your customers winning. For that to happen, they need to have effective messaging, and you can help!
