Marketing messages must get a person’s attention, keep their interest and stimulate desire for a product or service offering. The marketing message should lead the person to want the service offering. A powerful message will result in the reader imagining the experience derived from the personal benefits of the offering. To elicit desire for a service offering the message must be personal, it must tie the offered benefits to the customer’s need and it must be specific. Following are tips on developing marketing messages that stimulate desire:
- Tie Service Benefits to Perceived Need – Demonstrate how the service offering can solve the reader’s problem. Depict the way that the benefits address the reader’s need.
- Use Before and After Images – Using a before and after image can be an effective way to demonstrate the way in which service benefits will address the reader’s needs. An image of a vehicle needing repair or an unhappy vehicle owner vs. a vehicle in tip-top condition with a happy owner could be used to convey before and after messages.
- Appeal to Personal Needs and Wants – Answer the question ‘What’s in it for me’. Speaking directly to personal benefits is a powerful way to stimulate a person’s desire for a specified service.
- Be Specific – Relate the offered benefits to a specific need. Being too general will result in a watered down minimally effective message.
- Stimulate Fascination – The key to turning interest into desire is the imagination of the experience gained by availing oneself of an offered service. A marketing message that motivates an individual to imagine the positive experience derived from the service provided will stimulate desire to purchase.
- Make an Offer – A marketing message must state a clear offering in order for a reader to want something. If the offering is not understood the reader will have nothing to be interested in.