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Marketing Messages with Add Zest & Appeal


Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.

Your marketing message is how you communicate with the public; it needs to be appealing and memorable. In order to do that, consider the concept of the meme. A meme is a thought, idea or belief that replicates over time. What that means in terms of your marketing is creating a marketing message that is strong, bold, and exciting so that it stays with the customer and becomes a part of their thinking.

A good example of this is Nike's "Just Do It". This phrase is used in a lot of different contexts outside of talking about Nike's products. People get what it means because it has permeated our culture. Below are some ways that you can avoid being boring by adding extra marketing appeal to your message.

1. Add visuals. There are so many ways to bring attention to your marketing message. One of the best ways is to add something visual. As a picture speaks a thousand words, so too can it communicate all sorts of things about you and your business. What types of pictures or graphics would you use to convey who you are? Adding a picture of yourself on your website or in other marketing materials will help form a stronger connection between you and potential clients.

2. The meaning of colors. Colors hold great meaning when it comes to your marketing message. Yellow elicits high levels of attention. Orange and red indicate quickness. The concepts of money, health, and nurturing are symbolized by green. Black can mean power and strength, but it can also indicate hiding or blending into the background. Purple is the color of royalty and wealth. What types of colors are you drawn to? What meaning do you want to convey to people by the colors you use on your business cards, brochures and even on your website. Too many colors are distracting and look chaotic. Certain colors on colored backgrounds can cause the same reaction. Make sure to work with a professional when selecting colors so you can communicate your business in the best light.

3. Try technology. Adding audio or video to your web site is a great way to allow someone to get to know you better. Adding real audio recordings of your classes, an interview, or even a welcome message gives someone an opportunity to hear your voice. Because technology is so low priced and easy to use nowadays, you might even consider adding a short video as well. Again, it will help to develop a rapport with your audience. One thing to keep in mind is that while technology is great and exciting and can do wonderful things for us, not everyone has the bandwidth to enjoy it fully. Over 50% of consumers are still using dial-up computer access which limits their ability to enjoy both real audio and video to its fullest.

4. Creative business cards. One great way to stand out from the crowd is to develop a creative business card. Add your picture to it or a professionally designed graphic. Use a brochure type card, which allows you 4 different surfaces to print contact information as well as information about what you do. You can include quotations, a mini-brochure about your company, or even some helpful tips or a short quiz. Think about the use of colors and type of fonts, which also can add excitement and pizzazz.

5. Action. When people see or read about action, they often feel empowered to take action themselves. Employing motion on your website is another way to add appeal to your marketing message. You can have text that changes colors on its own, or graphics that move. You might even have a marquee. One thing to keep in mind is that motion can also quickly drive people away from your site as it can be considered obnoxious and childish. Talk to a web professional before using these techniques. You can also imply action by the types of words you use in your web copy.

6. Target your audience. A quality-marketing message speaks directly to its target audience. Who is your target audience? Is it moms, singles, seniors, solo-professionals? The words you use to communicate with a mom are quite different from the words you would use to communicate to a corporate human resources manager or to a medical doctor. The words you use must fit your audience. If they don't, you'll have an immediate disconnect with people who read your message.

7. What's in it for me? Fundamental to all marketing messages must be the mantra?"What's in it for me"? The only reason anyone is even looking at your brochure, viewing your website or reading your business card is to see what they can possibly gain for themselves. People are busy and are inundated with thousands of marketing messages each day. The only ones they will pay attention to are the ones that really speak to their needs. They have problems or issues they want solved and they are looking for solutions. An appealing marketing message is one that speaks to the typical problems faced by your target audience. Communicating how you can solve those problems quickly and cost effectively is critical to attracting new clients.

8. Ask "yes" questions. If you want to capture someone's attention, ask them questions that they can answer "yes" to. Whether you are asking questions on a website, in a brochure, or during a sales presentation, make sure they are worded in such a way that the respondent will answer "yes" consistently. The word "yes" opens people up to accept more feedback, whereas the word "no" will quickly close them down. Also, create questions that can help the reader or viewer identify with what you're saying, giving them the sense that you truly do understand their problems or issues.

9. Features and benefits. Don't just tell people what you do. Instead, relate the features and benefits of what they can experience as a result of doing business with you. A feature is some aspect of the product whereas a benefit is the feeling or result that someone will experience as a result of that feature. For example, a hospital unit might feature some of the latest innovations in new baby care and services. The benefit to the new mother will be the confidence, security, and peace of mind that she and her baby will be cared for in the best ways possible.

10. Be unique. Show how you, your product, or services are unique. Not only will that help people to remember you, it will make you remarkable. The sense of being remarkable is that people will comment about you to others. Word of mouth advertising is some of the best advertising because it costs you nothing and it comes with a testimonial from the person who is telling others about you. Can you relate what you do to someone in history? Or are you the first at doing something or introducing something? Do you use unique ingredients in your products or employ specialized knowledge in the work you do? This type of information will make your marketing message not only interesting and memorable, but remarkable.

© Copyright 2004 by Alicia Smith

Alicia Smith is a Coach and Trainer whose specialty is helping coaches to Make Money Now. This article is derived from just one of the 90 lessons contained in her e-course, 90-Day Marketing Marathon. To learn more about that course and her other products and services, please visit the following sites. (You also can email her at alicia@aliciasmith.com.) http://www.90DayMarketingMarathon.com http://www.discninja.com http://www.InternetAssessments.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. January / 23 / 2020

Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader - Inc.
Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader  Inc.

Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts - SportsBusiness Daily
Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts  SportsBusiness Daily

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

DoubleVerify targets connected TV advertising fraud - FierceVideo
DoubleVerify targets connected TV advertising fraud  FierceVideo

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising - MarTech Series
Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  MarTech Series

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

OUTFRONT Media (OUT) Clinches WMATA Advertising Contract - Yahoo Finance
OUTFRONT Media (OUT) Clinches WMATA Advertising Contract  Yahoo Finance

National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food - Yahoo Finance
National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food  Yahoo Finance

VDO.AI: Shaping the Future of Video Advertising - Yahoo Finance
VDO.AI: Shaping the Future of Video Advertising  Yahoo Finance

CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign - Yahoo Finance
CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign  Yahoo Finance

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers - Yahoo Finance
Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers  Yahoo Finance

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - MarTech Series
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  MarTech Series

ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture - Coeur d'Alene Press
ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture  Coeur d'Alene Press

Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles - WCBS 880
Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles  WCBS 880

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising - Business Wire
Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising  Business Wire

Successful advertising: it's what you know, not who - Netimperative
Successful advertising: it's what you know, not who  Netimperative

Polish Industry Fighting Against Advertising Tax On Supplements - HBW Insight
Polish Industry Fighting Against Advertising Tax On Supplements  HBW Insight

Massive Facebook influence on public opinion makes its ad policy a serious election threat - USA TODAY
Massive Facebook influence on public opinion makes its ad policy a serious election threat  USA TODAY

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Out of Home Advertising Association of America Launches Biweekly News Service - Citybizlist Real Estate
Out of Home Advertising Association of America Launches Biweekly News Service  Citybizlist Real Estate

After an Erroneous Report, the NFL Clarifies Its Position on Las Vegas Advertising in Super Bowl - Adweek
After an Erroneous Report, the NFL Clarifies Its Position on Las Vegas Advertising in Super Bowl  Adweek

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Upper Providence Advertising for Police Officer - The Schwenksville Post
Upper Providence Advertising for Police Officer  The Schwenksville Post

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority - MarTech Series
OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  MarTech Series

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road… - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road…  Coeur d'Alene Press

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Kelley Drye Launches Advertising and Privacy Law Resource Center - Ad Law Access
Kelley Drye Launches Advertising and Privacy Law Resource Center  Ad Law Access

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

Advertising's Share of Time Spent With Media Continues To Erode - Editor And Publisher Magazine
Advertising's Share of Time Spent With Media Continues To Erode  Editor And Publisher Magazine

Brand advertising is broken. Here's why. - The Drum
Brand advertising is broken. Here's why.  The Drum

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Marketing pros give their take on 2020 challenges at AAF Pittsburgh event - Pittsburgh Business Times
Marketing pros give their take on 2020 challenges at AAF Pittsburgh event  Pittsburgh Business Times

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails?  Coeur d'Alene Press

Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts - Business Insider
Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts  Business Insider

A New Decade Dawns – The Shaping of the Advertising Ecosystem - MarTech Series
A New Decade Dawns – The Shaping of the Advertising Ecosystem  MarTech Series

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Revcontent Launches Industry-First Video Marketplace - MarTech Advisor
Revcontent Launches Industry-First Video Marketplace  MarTech Advisor

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

New agreement locks in 25 percent more revenue from WMATA's advertising network - MassTransitMag.com
New agreement locks in 25 percent more revenue from WMATA's advertising network  MassTransitMag.com

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Advertising watchdog bans 'anti-hangover drink' ad - The Drinks Business
Advertising watchdog bans 'anti-hangover drink' ad  The Drinks Business

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Former Trump Aide Named Advertising Agency CEO - Patch.com
Former Trump Aide Named Advertising Agency CEO  Patch.com

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Merkle launches digital advertising solution for retailers to monetize their customer data - MarTech Today
Merkle launches digital advertising solution for retailers to monetize their customer data  MarTech Today

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

AppsFlyer raises $210 million in Series D for mobile advertising attribution - GamingStreet
AppsFlyer raises $210 million in Series D for mobile advertising attribution  GamingStreet

Meet the entrepreneur redefining the TV advertising industry - Business Leader
Meet the entrepreneur redefining the TV advertising industry  Business Leader

Longtime FTC Advertising Official to Leave the Agency - Bloomberg Law
Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics - AgraNet
Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics  AgraNet

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Google Appoints Former Advertising Executive To Head Its South African Operations - Moguldom
Google Appoints Former Advertising Executive To Head Its South African Operations  Moguldom

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook - Investor's Business Daily
Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook  Investor's Business Daily

Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem? - CryptoTicker
Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem?  CryptoTicker

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Lamar Advertising offering $1B in debt - Seeking Alpha
Lamar Advertising offering $1B in debt  Seeking Alpha

Blockchain In Media, Advertising And Entertainment Market Latest Trends, Demand And Analysis – Dagoretti News - Dagoretti News
Blockchain In Media, Advertising And Entertainment Market Latest Trends, Demand And Analysis – Dagoretti News  Dagoretti News

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33% - Simply Wall St
If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33%  Simply Wall St

Lamar Advertising looks to redeem $510M in debt - Seeking Alpha
Lamar Advertising looks to redeem $510M in debt  Seeking Alpha

Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News - Dagoretti News
Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News  Dagoretti News

Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News - Dagoretti News
Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News  Dagoretti News

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny - Irish Post
Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny  Irish Post

2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News - Dagoretti News
2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News  Dagoretti News

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Spanish Minister Criticises 'Jungle Law' On Gambling Advertising - GamblingCompliance
Spanish Minister Criticises 'Jungle Law' On Gambling Advertising  GamblingCompliance

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Land Rover Evoque PHEV Spied Advertising Upcoming Powertrain - Motor1
Land Rover Evoque PHEV Spied Advertising Upcoming Powertrain  Motor1

Advertisers Revolted Against Firings In Des Moines - Radio Ink
Advertisers Revolted Against Firings In Des Moines  Radio Ink

Advertising Ban Fails To Check Italian Online Growth Momentum - GamblingCompliance
Advertising Ban Fails To Check Italian Online Growth Momentum  GamblingCompliance

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