If you’re an entrepreneur, there’s no doubt you’ve seen words like “authentic,” “skyrocket,” and “unique,” used in brand and marketing messaging. These words have become commonplace, which has led to mixed opinions about their effectiveness.
On the one hand, some argue these words are overused and have lost their impact while others believe they still resonate with their audience.
What’s the answer? Well… it’s all about context.
When crafting your messaging as a business owner, it absolutely must align with your audience’s needs and desires. If your words no longer evoke the desired emotions or responses, it might be time for a change. But if your current messaging still converts effectively and you’re getting a positive response from your audience, why fix what’s not broken?
The allure of buzzwords
Buzzwords are akin to pop music… They’re popular for a reason. They have a magnetic quality that captures attention and leaves a lasting impression. These words and phrases act as a way to convey complex ideas in a concise manner. They take aspirations and desires and turn them into words that can make someone go, “THAT! That’s what I want. That’s how I feel.”
The tricky thing about using buzzwords is when overused, they can become cliche and lose their depth.
Here’s the thing business owners need to take into consideration when they’re questioning whether or not the messaging they’re using is overused or not…
Are you the target audience?
Business owners are exposed to marketing and sales messages every single day, which can create the illusion that the same words and ideas are on an endless cycle. But in reality, they may just need to do a quick audit to ensure the effectiveness of their messaging.
Auditing your messaging
If you want to test to ensure your messaging still resonates with your audience, here are a few tips to help you evaluate and refine.
- Survey your audience
Compelling messaging isn’t as difficult to craft as you might think. Why? Because it comes directly from your audience through the use of voice of customer (VOC). Your voice of customer is a powerful tool because you are taking direct quotes you hear from your community and using your offer as the solution to their problem or need.
If your audience wants to learn how to build a business, then you wouldn’t use messaging to teach them how to garden. But here’s where a lot of business owners can go wrong…
They don’t regularly check in on their VOC data. Just as your business grows, your audience grows. You take a step forward and so do they, so regularly checking in on your audience is imperative.
- Monitor conversion and engagement rates
Periodically review your conversion and engagement rates across various platforms, including social media, landing pages, blogs, and your website. You’ll find valuable insights within these metrics as to whether your messaging is resonating with your audience.
If you’re noticing a continual decline in conversion rate, this could be a good indicator that it may be time to update your messaging.
- Shift vs overhaul
One of the most important things you can remember is just because something is no longer working, doesn’t mean none of it is working. Resist the urge to burn everything to the ground and start small.
Oftentimes, making minor adjustments can lead to significant improvements and impact.
Check out these slight shifts in language:
- Build the life of your dreams → Your step-by-step blueprint to curating your dream life
- Skyrocket your business growth → Shatter your bottom line goals to make a more lasting impact
- Find what makes you unique → Discover your differentiating factor
- Build an authentic personal brand → Create a personal brand that feels like home
The overall message is the same, but by slightly modifying the language, you can implement a fresh factor that revitalizes your messaging.
The power of persistence
It may take a few variations before you find the right fit, but remember to be patient while you’re making those subtle changes. Crafting effective messaging is an ongoing process, and you may need to refresh your messaging every few years as the market changes.
Refreshing your messaging is a great practice to stay in touch with your audiences’ preferences, and in a world where buzzwords ebb and flow, the key to continuously resonate with your audience lies in your ability to adapt.
Need a hand in analyzing the effectiveness of your own messaging? The brandiD is here to help. Find out how we can support your business success.