Why Your Messaging Matters From Promo To Sale
Today we will be talking about Why Your Messaging Matters from Promo to Sale. We will zero in why consistency is key and how you can make your marketing more consistent.
Why Messaging Needs to Feel the Same
The purpose and value of your in-person event should be clear and consistent throughout your marketing messages. From the day you begin promoting your event all the way to the follow up emails sent after the event, your message should be the same.
Why is this so important? Because consistency builds trust. When an event’s advertising messages change, people begin to think the event organizers don’t know what they are doing. By providing consistent messaging, you are reassuring your potential clients that you know what you are doing and you plan on providing them something of value.
Consistency is also key because people need to see your event at least seven times before they commit. If you change your message or branding too drastically, they may not recognize it as the same event. Now you are starting over with that person. When people see the same information over and over again, they not only want to attend the event, they become excited. Excitement gets them talking and helps fill your event, but the emotion only builds when your messaging is consistent from the very beginning.
How to Create Copy That Feels Consistent
Before you even begin putting together your promotional materials, you need to decide how you’re going to convenience people that they need to come to your event. What are your audience’s pain points? How will your event address those pains? This could be a series of questions your audience is asking or a statement you have heard repeatedly from your target audience. Do your best to mirror their exact words.
Once people have committed to attending your event, you need to build excitement. Here are a few ways to excite your attendees.
From people who attended your event before or have worked with you in the past.*Pro Tip* Get written and or video feedback so you can mirror the EXACT words your attendees are using in your copy. When you mirror their pain, it’s easier to communicate what they can expect to experience when they show up to your event. You’re providing a solution to their problem.
Show people before and after your event and how attending helped them.
Be a little vulnerable and share your unique journey leading to you putting on the event.
Let them know you’re excited
Let people bring their friends for free
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Now that your attendees are excited, make sure you use that same language from your promotional materials at the event itself. Keep their excitement going and address their pain points to give them what they came for. The consistency of your message will make your audience feel like you delivered on your promise to provide value solutions to their problem.
Continue to use the same language when you follow up with your attendees after the event and add in some of the language from the testimonials you collected at the event. Use these testimonials to create graphics with quotes from the event. Post photos to remind attendees of their fabulous experience and to let others see a bit of what they missed. Highlight the most memorable moments at the event. Now that you have them excited again, announce a save the date for your next event and consider opening pre-registration or a waitlist.
Special Guest Krysti Turznik
Krysti reads between the lines and hears what people are not saying, quickly identifies their areas of self-sabotage or limiting beliefs, and helps them to shift those to a more empowering mindset that is based upon self-love, value, and worth. She helps people stop their inner struggle and feel confident in their choices.
Find out more about Krysti . . . https://powerful-mind.com/
Creating Consistency in All Aspects of Your Event and Brand
Consistency of message is important in all aspects of your brand. In high school, I pretty much dressed my mood or for whatever I happened to be doing after class that day. Sometimes I wore makeup and dresses. Sometimes I wore sweatpants and a swimming shirt. Other times I wore jeans, a band tee-shirt, and Doc Martins. I continued mixing up my outfits as an adult and business owner until I wanted to level up my speaking game. A great piece of feedback I received was to have a more consistent image when networking locally. This does not mean I had to start dressing to the nines every day. That just isn’t me. Instead, I wear cowgirl boots, leggings, and a tunic or jeans and a brand appropriate t-shirt depending on the venue. One of the things I love about Denver is that you can show up as yourself without pretension and jeans are acceptable in nearly every situation here!
Are your outfits consistent with your branding and message? Are your graphics? Is your copy? You must understand who you are speaking to and why. This is the CONNECTION that matters. To create strong, consistent messaging, find out what your audience's needs and wants are (their pain) and then mirror that language on your promotional materials, make sure your post registration email sequence is building anticipation, and create a follow up strategy that will promote your next event and share participants’ wins from your event. If content is king in marketing, then consistency is queen.
The main point of your messaging is to communicate who you are and how you can help your ideal client make a change in their life or business that will bring them closer to their burning desire. The last thing that you want do is confuse them! Get clear about who you are and how you can help. Lead people down a path that makes them want the help you have to offer.