Clear brand messaging can be the difference between capturing the attention of your ideal client and getting lost in the sea of competition. To capture the attention of your ideal client and interest them in what your business has to offer, you have to have a message that identifies what you do and how you’re able to help them. And when your audience can see your business can benefit them and provide them with value, they’ll be excited to work with you.
Today, I’m sharing how to create brand messaging that converts.
Your brand message should address critical points related to the problems your dream clients might be looking to solve. It should also make them feel like they’ve found their answers with your business.
When you speak to your clients’ values and show that you understand, you’ll be able to stand out and start attracting all the right people. When you can affirm their values and understand their goals, you’ll be able to speak with them about the things they care about most.
Brand messaging that shows your business offerings align with your dream client’s goals and values is what converts an interested audience member into a customer.
Don’t skip this step: Defining your brand is the foundation to creating brand messaging that converts!
Defining your brand is very important to the success and longevity of your business. Your branding shapes the message of who you are and what you do, influences your marketing and advertising efforts, and plays a significant role in developing a relationship with your audience.
Branding also establishes you in your marketplace and sets your business apart from the competition.
If you need a refresher on defining your brand, take a look at my blog, How to Define Your Brand.
Determining a vision for your brand is key to its future and an integral part of creating brand messaging that converts. When you know where you want your business to become, you can shape your messaging to support that path and drive conversions.
Think about your big picture goals – what would you ultimately like your business to become? Ask yourself what you want to achieve in the long run and what accomplishments will represent success.
By outlining and identifying these concepts, you’ll be able to ensure that your brand messaging supports the long-term plans behind your conversion goals.
Brand messaging that converts will highlight your business’ identity, so it should include your mission. Your mission statement will clearly state why your business exists. It should provide a convincing explanation of what you bring to the table.
When creating your mission statement, give some thought to what your business stands for (your ethics and values), your ideal customers and what they need, and what your business provides that might serve them.
A powerful mission statement will help your audience understand who you are. And when they feel good about your business, they will be more likely to convert to customers.
The next step to create brand messaging that converts is identifying your dream client. Creating a customer persona will help you personify your dream client and learn important information about them. You can craft messaging to attract them.
To create a customer persona, answer the following questions:
You can access a helpful worksheet to develop your dream client’s persona in my free resource, The Guide to Attracting More Clients
The voice you communicate your brand messaging with should align with the rest of your branding. Communicating authentically and genuinely in your messaging will allow audiences to feel that they are getting to know you and developing trust in your brand.
One step for discovering your brand voice is studying your target audience and how they communicate. Are they casual or formal? Do they enjoy stories, or are facts and stats what matter?
Once you know your brand voice, an excellent way to test it is to read your content aloud. Do the words and phrases sound like you? Don’t use fancy vocabulary or sophisticated copywriting styles if they don’t resonate with your business.
Your brand messaging needs to speak to your audience’s values, challenges, and goals, but it also needs to point them to take action: Ultimately, to convert.
If you’ve developed brand messaging so far that speaks to your dream clients, shows them that you understand what’s important to them, and that’s communicated in a relatable way to them, encouraging them to take action should be a natural next step.
This is where you remind your audience that the things they want and need are attainable and that your business has service or product offerings to make that happen.
Help them make that decision by showing them how you’ve helped others reach solutions with similar challenges. Testimonials, stats, client success stories, and positive reviews are powerful tools for your brand messaging. They show that your business can help them achieve what they’re seeking to do.
Then, they will feel informed and confident to invest in your business and, yes, convert!