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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 [email protected].) 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. May / 06 / 2021

Legislation would prohibit marijuana advertising in Idaho - Durham Herald Sun
Legislation would prohibit marijuana advertising in Idaho  Durham Herald Sun

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

Signal tried to use Facebook's targeted advertising data against it - Yahoo Tech
Signal tried to use Facebook's targeted advertising data against it  Yahoo Tech

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement - Lexology
Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine
Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat  vegconomist - the vegan business magazine

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

Zynga acquires mobile advertising company Chartboost - Shacknews
Zynga acquires mobile advertising company Chartboost  Shacknews

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

7 Advertising & Marketing Trends in Banking for 2021 - The Financial Brand
7 Advertising & Marketing Trends in Banking for 2021  The Financial Brand

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

Vice Media Group Blasts “Shallow” Industry Use Of Gender, Age And Ethnicity In Advertising, Unveils New Brand & Google Teaming At NewFronts - Deadline
Vice Media Group Blasts “Shallow” Industry Use Of Gender, Age And Ethnicity In Advertising, Unveils New Brand & Google Teaming At NewFronts  Deadline

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

Quick Click Solutions: 3 Tips to Transform Your Digital Advertising - HFA - Home Furnishings Association
Quick Click Solutions: 3 Tips to Transform Your Digital Advertising - HFA  Home Furnishings Association

Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels | NewsChannel 3-12 - KEYT
Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels | NewsChannel 3-12  KEYT

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

The Future Of Advertising In Video Games With Adverty’s Niklas Bakos - AList
The Future Of Advertising In Video Games With Adverty’s Niklas Bakos  AList

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

Apollo's $5 Billion Bet on Yahoo Aims to Go Beyond Advertising - Bloomberg
Apollo's $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Bloomberg

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

Dear Dave Says Goodbye to Advertising - Yahoo Finance
Dear Dave Says Goodbye to Advertising  Yahoo Finance

RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report - MarTech Series
RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report  MarTech Series

‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth - Digiday
‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

Facebook Postpones Meetings With Advertisers on Trump Ban Decision - Business Insider
Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

ADVERTISING: Advertorial — Expectations - Coeur d'Alene Press
ADVERTISING: Advertorial — Expectations  Coeur d'Alene Press

Ogilvy names advertising president for China | Advertising - Campaign Asia
Ogilvy names advertising president for China | Advertising  Campaign Asia

3 advantages of printed signage and advertising for driving traffic back to the store - Marketing Dive
3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC - AdExchanger
Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

06:00 ET Admix In-Play Advertising Verified for the First Time by IAS - PRNewswire
06:00 ET Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

CTV is still among the fastest-growing channels in digital advertising - eMarketer
CTV is still among the fastest-growing channels in digital advertising  eMarketer

Microsoft Advertising Also Expands Phrase Match To Cover Broad Match Modifier - Search Engine Roundtable
Microsoft Advertising Also Expands Phrase Match To Cover Broad Match Modifier  Search Engine Roundtable

YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021 - MediaPost Communications
YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021  MediaPost Communications

Strictly Legal: Apple false advertising claim survives dismissal motion. - The Cincinnati Enquirer
Strictly Legal: Apple false advertising claim survives dismissal motion.  The Cincinnati Enquirer

S4 Capital raises targets on advertising rebound - Financial Times
S4 Capital raises targets on advertising rebound  Financial Times

Andi Foster joins newspaper staff as advertising consultant - The Light and Champion
Andi Foster joins newspaper staff as advertising consultant  The Light and Champion

Is Brand Relevant for Businesses That Don't Advertise? - BBN Times
Is Brand Relevant for Businesses That Don't Advertise?  BBN Times

Hot Topics In Advertising – Pricing And Environmental Claims (Video) - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Hot Topics In Advertising – Pricing And Environmental Claims (Video) - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House - LevittownNow.com
After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House  LevittownNow.com

Frequent CTV Ad Scams Risk Spooking Advertisers - Variety
Frequent CTV Ad Scams Risk Spooking Advertisers  Variety

Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued - GuruFocus.com
Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued  GuruFocus.com

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers - FOX43.com
Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers  FOX43.com

ADVERTISING: Advertorial — Living with pain - Coeur d'Alene Press
ADVERTISING: Advertorial — Living with pain  Coeur d'Alene Press

Apple Privacy Update And Advertisers | Avast - Security Boulevard
Apple Privacy Update And Advertisers | Avast  Security Boulevard

South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID - CBS News
South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID  CBS News

With advertising spending back, here’s why WPP is an economic-recovery play - MarketWatch
With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

'The wild, wild west of advertising': the business of distinguishing personal from paid posts - ABC News
'The wild, wild west of advertising': the business of distinguishing personal from paid posts  ABC News

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

What Are The Two Most Powerful Words In Advertising? “Call Now” - MarTech Series
What Are The Two Most Powerful Words In Advertising? “Call Now”  MarTech Series

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

Pa. House forms panel to investigate botched effort to advertise constitutional amendment - PennLive
Pa. House forms panel to investigate botched effort to advertise constitutional amendment  PennLive

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Product safety body investigates Philip Morris 'smoke free' advertising - DutchNews.nl - DutchNews.nl
Product safety body investigates Philip Morris 'smoke free' advertising - DutchNews.nl  DutchNews.nl

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards - Adweek
Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever - Forbes
Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

Job Opening - Apply Now | The Spinal Column - Spinal Column Online
Job Opening - Apply Now | The Spinal Column  Spinal Column Online

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Leaked Facebook memo reveals how advertisers will be impacted following iOS 14.5 release - 9to5Mac
Leaked Facebook memo reveals how advertisers will be impacted following iOS 14.5 release  9to5Mac

Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids - AdExchanger
Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids  AdExchanger

Connecting CPG Advertising Strategies To Business Outcomes - AdExchanger
Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

Advertisement For Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement For Bids | Legal Announcements | oanow.com  Opelika Auburn News

3 Online Advertising Stocks to Buy Now - MarketBeat
3 Online Advertising Stocks to Buy Now  MarketBeat

Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest - CNBC
Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Tazewell County set to advertise budget | Richlands/Clinch Valley News | swvatoday.com - Southwest Virginia Today
Tazewell County set to advertise budget | Richlands/Clinch Valley News | swvatoday.com  Southwest Virginia Today

Amazon Surpasses 10% of U.S. Digital Ad Market Share - The Wall Street Journal
Amazon Surpasses 10% of U.S. Digital Ad Market Share  The Wall Street Journal

MICROCAPITAL BRIEF: Cívico of Colombia Launches “Negocios” App to Help MSMEs Advertise, Sell, Maintain Customer Relationships Online - MicroCapital
MICROCAPITAL BRIEF: Cívico of Colombia Launches “Negocios” App to Help MSMEs Advertise, Sell, Maintain Customer Relationships Online  MicroCapital

Advertisers Flock to Oscars, Even as Viewership Falls - Morning Brew
Advertisers Flock to Oscars, Even as Viewership Falls  Morning Brew

Fox Nation to Advertise Gov. Andrew Cuomo Scandal Special – During Chris Cuomo’s CNN Show - Yahoo Entertainment
Fox Nation to Advertise Gov. Andrew Cuomo Scandal Special – During Chris Cuomo’s CNN Show  Yahoo Entertainment

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

Digital Advertising Harms Society. Here's How - Forbes
Digital Advertising Harms Society. Here's How  Forbes

What Is Industrial Advertising (With Examples) - ThomasNet News
What Is Industrial Advertising (With Examples)  ThomasNet News

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