“It all starts with the message,” said David Ogilvy, the father of advertising. In a world saturated with noise, especially on social media, standing out means more than just shouting louder. The art lies in how you say what you need to say—differentiating yourself with clarity and purpose. This is the foundation of a winning message strategy.
The Three Ways to Enter the Marketplace
Ogilvy pointed out that there are three main ways people can enter the market: the Promise, Premise, and Pinnacle.
- Promise: This is your “how-to” statement. For example, “Learn how to double your sales in 30 days.” While promises can be compelling, remember that many competitors will make similar claims. This makes your delivery crucial to standing out.
- Premise: This goes beyond what you offer—it’s your positioning, your unique take on a common problem. It’s how you differentiate your voice when others are saying similar things. This is where you “zag” when others “zig,” creating distinctiveness through perspective.
- Pinnacle: Also known as “the Big Idea” or the “Preeminent Idea,” this is the ultimate differentiator. Think of this as your “Purple Cow” (to use Seth Godin’s term)—the element that makes your offer truly remarkable and sets you apart in an uncontested market space.
The Power of Empathy in Copywriting
Nicholas Kusmich, author of Give: The Ultimate Guide to Using Facebook Advertising to Generate More Leads, More Clients, and Massive ROI, emphasizes that good copywriting is “more caught than taught.” He suggests using the formula Feel, Felt, Found: empathize with your audience’s feelings, relate to their experience, and present your solution. Authentic empathy makes your message resonate, ensuring that your audience feels understood rather than just spoken to.
Kusmich’s approach boils down to this: “A good message isn’t when your ideal prospect understands you. A good message is when your ideal prospect feels understood by you.”
Writing with Empathy: The “Feel Felt Found” Formula
- Start by expressing empathy: “I know how you feel.”
- Share a relatable experience: “I felt the same way until…”
- Present your solution: “I found this product/service…”
This human-centric approach ensures your message resonates deeply.
Understanding Your Market: The Pareto Principle Refined
The Pareto Principle, or the 80/20 rule, has long been a staple in market analysis. However, Kusmich refines it further with his “4% Rule.” Instead of targeting the broad 20%, zoom in on the top 4%—the niche within your niche. This micro-focus can yield significant returns. He recommends using the Targeting Trifecta:
- Who does your 4% follow? Identifying influential figures and thought leaders they admire provides insight into their values and aspirations.
- What do they frequent? What platforms or publications do they frequent? This tells you where to meet them where they already are.
- What do they fund? What do they spend their money on? Understanding their spending habits can offer clues to their priorities.
Create a detailed list of influencers, platforms, and purchase behaviors for your 4% to precisely tailor your outreach.
Creating a Compelling Magnet
A magnet is a valuable piece of content offered in exchange for contact information to grow your audience. Kusmich, among others, uses the SAGE framework for an effective magnet:
- S – Short: Ensure your content is consumable in 4-7 minutes.
- A – Actionable: Provide insights, not just information.
- G – Goal-oriented: Help the audience move closer to their objectives.
- E – Easy: Keep it simple and straightforward.
The Long Game: Building a Mechanism
Your marketing mechanism is how you nurture prospects from interest to conversion. Remember that while 15% of potential customers may purchase within 90 days, the majority (85%) require longer engagement. Don’t overlook follow-up and remarketing—maintain consistent, value-driven interaction over time.
The 3C Invisible Influence Formula
Kusmich’s 3C Formula—Click, Capture, Convert—focuses on engaging users from the moment they see your ad:
- Click: Use compelling visuals (Look), intriguing headlines (Hook), and strong calls to action (Took).
- Capture: Build interest with a clear, authentic message.
- Convert: Foster trust that translates into action.
Remember that the key to a powerful message strategy is empathy, precision, and continuous value. Your audience isn’t just looking for solutions; they’re seeking connections and experiences that resonate. Let your message not just speak but truly understand your audience.
In a world full of noise, crafting a message strategy that resonates is more than just a one-time effort—it’s an ongoing commitment. From understanding how to present a compelling promise, building a relatable premise, and striving for the pinnacle of a “Big Idea,” the journey of message development requires empathy, precision, and strategic thinking.
Make your message so authentic and relevant that your audience feels understood, valued, and eager to engage.