Maverick Martin is the Founder of a Non-Profit Organization in Baltimore that connects impoverished citizens with underutilized government resources. He is also a hybrid leader who develops the marketing strategy and messaging for a lean but capable marketing team. The team worked tirelessly on a multi-channel digital campaign which they will share the initial results at the all-hands meeting tomorrow at 8 a.m., including the foundation’s board members. 

Due to Maverick wearing multiple hats, he trusts the development and execution of the campaign to his campaign manager and the team. He’s gathered from the manager’s apprehension that there may be opportunities. Still, he is confident in his strategy and the team’s abilities and will hear the results for the first time tomorrow morning.

Fast forward. With sweaty palms, Maverick holds his steaming Americano with both hands as he listens to unexpected, lackluster campaign results. Maverick avoids the look of confusion from the CFO, whom he persuaded to allot more of the foundation’s budget to marketing. Panic sets as he listens to whispers from board members questioning who led the campaign. 

This campaign had all the makings of a grand slam; they considered the audience’s demographics and targeted them on the channels where research said they would be. Regrettably, the KPIs indicate the campaign didn’t connect with customers, as evidenced by high traffic and low conversions. They did a great job of attracting prospects and a poor job of engaging them. 

Maverick quickly realizes in wearing too many hats, he lost his objectivity – the messaging was too feature-driven. They hadn’t sold the customer on what was in it for them. They were talking at their customer and not to them.

Have you ever been there? 

Without a dedicated marketing leader, it can be difficult to dodge these pitfalls. Purchasing decisions are driven by emotion, and then logic is later used to justify those decisions. If you can make your target audience feel something, you can connect with them. 

Here are three ways to avoid Maverick’s mistakes and write messaging that connects and converts.

1. Inject emotion in your messaging by discussing the issues stressing your customers out. After, acknowledge how this may make them feel.

2. Frame your messaging, structure your offers, and write copy that describes the benefits of your product or service. Present your solution as the thing that would protect them from the issues that keep them up at night.

3. Finally, follow up with rational reasons to learn more – give the facts and appeal to logic.

By shifting your focus to your customers and relieving the pain they might feel or want to avoid, you will stop having to wonder why your marketing fell flat or seems ineffective.