What marketing messages do you embed into your blog?
Many bloggers don’t like to market.
But they do want their blogs to profit.
Well, here’s the thing about that.
Prospective customers and clients are everywhere.
But they’re not likely to buy anything that is not marketed to them.
You may not like it.
But it’s a fact.
People buy and hire much more readily when they receive tantalizing marketing from a trusted source.
It’s those irresistible marketing messages that can unlock blog profits for you.
What is a marketing message?
A marketing message is something you create to let people know that you’re offering something for sale.
It could be a software program, a physical product from your Amazon link, a digital product of your own or from another vendor.
You might even be trying to sell your services.
Maybe you want people to hire you as a freelance writer.
Or perhaps your business is fence construction and you’re looking for customers.
Blogs for these and every other type of service provider must use marketing messages to get people interested in hiring them.
Just like blogs that sell or promote digital products and services must.
Marketing messages are simply content that you use to tell your readers
- what you have to offer, and
- who can benefit from buying it.
Marketing messages vs your Core Message
Your core message is something different than the marketing messages you put on your blog.
Marketing messages are intended to inform people as to why they should buy something.
But the core message of your blog is almost like a mission statement.
It’s the reason you blog.
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For instance, you might have a blog called “Fly fishing adventures.”
Let’s say it’s all about “fly fishing in the Pacific Northwest.”
Now you might have many marketing messages on various blog posts.
Maybe they’re for fishing equipment, boats, travel accommodations in the Pacific Northwest, or any of a thousand other things.
You might have marketing messages for your ebook about fly fishing, or an affiliate course about getting started with fly fishing.
But aside from all those marketing messages, you also have a core message for your blog.
Your core message is usually something very simple, that summarizes the mission or purpose of your blog.
It’s your brand.
Moreover, it’s why you have your blog.
Janice Wald gives you some excellent
blog branding tips on Mostly Blogging.
In the fly fishing case, it might be something like “the excitement of fly fishing in the Pacific Northwest.”
So that core message would underlie all the content you develop for your blog.
The marketing messages you put in your blog posts would simply offer tools for your readers.
Those tools are things that would help them to experience and enjoy fly fishing in the Pacific Northwest.
What should you market?
The marketing messages you choose for your blog need to be things relevant to your niche topic, of course.
Let’s say your blog is called “Nancy’s Home Care Blog.”
Your main topic could be caring for your home-bound elderly parents.
This could lead to all kinds of “home care” content.
Perhaps you have an article about walkers to help your parents get around.
Another one might be about preparing their meals.
Yet another could give exercise tips for the elderly.
Now, each of these topics would give you very specific things to market.
Here are just a few ideas for ways to do that.
Your “walkers” blog post
In the article about walkers, you could review several top brands.
You could explain the pros and cons of each one.
Your review and pros and cons explanation would be your marketing message.
Basically, you’re telling your readers why they might want to purchase one or the other walker.
Then you’d give them a link to make their purchase.
Your “food preparation” blog post
The same thing goes for the article about preparing meals.
You might talk about how to prepare a specific dish, for instance.
At some point, you could explain that a specific kitchen appliance (like a blender, for example) would make the process faster and easier.
That’s your marketing message, accompanied by a link to the product.
Your “home exercise” article
In the exercise article, you might embed a YouTube video featuring a specific treadmill, for instance.
You could caption it with a quick marketing message like “I found this to be the best treadmill for my mom.”
Who should you market to?
Each of your blog posts will obviously target a specific audience.
For each specific audience, you need to know what their needs are.
Part of defining their needs is to understand what pain points your audience has.
That means, knowing what their problems and challenges are.
These are the same problems they are probably searching for on Google and YouTube, for instance.
Your blog posts, and the products you promote in them, should offer solutions to those problems.
Your target audience is the people who have those problems and challenges.
They are the people you are writing your blog posts for.
And of course, they are who you are marketing to.
So each marketing message should focus on who it can help.
Who needs your solution?
You want your articles to offer things to people who need your product or solution.
The marketing messages in your blog post must appeal to who your readers are.
Understand who they are by building a customer profile.
How old are the people who will read your article?
Where do they live, what are their buying habits and any other demographic information you can discover that will help you know who needs the things you offer.
The most important thing to know about them is their specific problems, or pain points.
That will help you write effective marketing messages in your blog posts.
You must figure out who actually needs the solutions you offer.
Who has the specific problems that your content helps to solve?
Those are the people visiting your blog that your marketing messages will appeal to the most.
How do you craft marketing messages for your blog?
To actually craft your marketing message, there are several things to keep in mind.
Remember, you are making an offer for a product or service.
So you need to be credible.
Your blog posts are the perfect place to have your marketing messages if they are helping people solve their problems.
If they are, your marketing messages are simply an additional way for you to help them.
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Your content should give them good, valuable information, and your marketing messages should be a natural extension of that.
If you just finished explaining how important images are for someone’s social media interactions, it’s just natural to offer them a software to help them create images… right?
Now here are some other things to keep in mind when writing those marketing messages.
The first thing you need to focus on is your tone.
It should be friendly and conversational because people don’t like to have someone hard-sell them on anything.
And what’s the best way to promote something?
Well, people trust their friends and neighbors more than some sales spokesperson.
So adopt a friendly and conversational tone.
That way, your readers will be more open to considering your offers.
Let people know you’re offering them value.
Not a product or a company.
You’re not marketing to them in order to earn a commission, or so that some company will get a sale.
But you’re marketing a product or service to them because you truly and sincerely feel that it can help them to solve a specific problem they have.
You know they’re feeling pain, so you’re offering something that can put an end to it.
In other words, you know their problem and you’re offering them a paid solution.
That’s giving them value.
And it’s especially effective if it’s embedded in your blog post talking about the problem your product can help them overcome.
These are exactly the kind of marketing messages you want to have on your blog.
Give trustworthy advice
Besides being helpful, the marketing messages on your blog must be trustworthy.
You see, any marketing message is actually giving advice.
To be effective, and even irresistible, it should be short and get directly to the point.
You’re telling people that a certain product is the best solution to their specific problem.
Now, that’s pretty good marketing.
But it only works if people trust you.
Sure, you can deliver great marketing messages that make all the sense in the world.
But nobody wants to hear it unless and until they’ve come to trust you.
Why should they take your advice in the form of your marketing message?
Because they trust you, that’s why.
And the way to build that trust is to make your blog posts truly helpful.
That way, when they get your marketing messages embedded in your content, they will trust them… because they trust your content in general.
In other words, because you’ve given them such excellent content, they’ve come to trust you.
There’s no more irresistible marketing messages as the ones that come from a trusted source.
Use “testimonial messaging”
Marketing messages that read like testimonials are highly effective.
Now, this doesn’t mean that you need to include actual testimonials in your messaging, although it’s fine to do that.
But, if you are a user of the product you’re marketing, then your message becomes more sincere, authentic and enticing.
If you haven’t used it, then perhaps you could tell the story of someone who has.
Just be real, be personable and tell your story in an authentic and convincing manner.
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In any case, using a testimonial slant to the marketing messages on your blog will seriously help you to unlock those profits you are seeking.
The most important part of your blog’s marketing messages is establishing value.
Your readers will have little interest in anything you’re marketing to them unless they are convinced that it has value for them.
When you’re constructing your marketing messages, you are making a proposition.
Your proposition is that the product you are offering has value for them.
For this reason, this part of a marketing message is often referred to as a “value proposition.”
Whatever you want to call it, just understand this.
Unless you establish the value of your offer, nobody will be interested in it.
And the more convincingly you establish that value, the more irresistible it will be.
So make this the keystone of any marketing message you include in your blog posts.
The more clearly and directly you establish the value of your offer, the more likely it will be to unlock blog profits for you.
Irresistible marketing messages unlock blog profits
Your marketing messages must be convincing.
They must be powerful, authentic and clear.
Most of all, they must convince your readers that whatever it is that you are offering, it has great value for them.
The more you are able to do this, the more irresistible your marketing messages will be.
And the more friendly, personable, authentic and sincere your marketing messages are, the more likely people are to want to buy from you.
Now I’d like to get some feedback from you.
Leave me a comment below.
Tell me about the kind of marketing messages you put together.
Let me know…
What do you think is the most important thing you could do right now to create irresistible marketing messages on your blog?
PS: Please share this article on your favorite social sites!
Such a wonderful post you shared with us!
Most people are not aware of these things. Promoting your business and your products is the best way to grow your business but if you don’t know how it can give you negative feedback.
The tips you mentioned above are very relevant and necessary for all businesses.
July 19, 2022 at 5:40 am #
At the heart of all of this, our readers want to know they are acknowledged and understood.
They have pains.
We have pains. It’s what you do with the pains that helps people like you, Ryan and I prosper. We’re in this together and we can bring many more into the fold when we address the insecurities we all have.
Clear Marketing messages require bravery and having just read Ryan’s excellent post on the 1 thing people don’t want to blog about before this, it demonstrates we are all facing the same challenges yet, proactively on our parts, we put our content out there to help our readers help themselves.
Wonderful! Thank you again!
July 22, 2022 at 10:05 am #
Yes, for sure, people want to be acknowledged…
To understand our readers, we must let them know we are aware of their problems, and that we can help them solve those problems.
And sometimes, that means buying products and services.
I love buying stuff that makes my life better… and so does everyone.
So brave up and be the blogger who offers those solutions!
Donna Merrill recently posted..Can you achieve financial freedom online?
July 13, 2022 at 12:41 pm #
Bloggers should pay close attention to your post Donna because money fears manifest as resistance to marketing creates blogging profits struggles.
Bloggers want to make money through their blog but their money fears block the money through resistance to crafting clear marketing messages. Like it or not, you need to market and sell stuff in order to make money. But when you read many blogs the bloggers do not market their premium products and services at all. Naturally, no sales follow because people only buy what bloggers feel clear on, marketing and selling-wise.
Get really comfortable with presenting this idea through your blog:
“Hey guys; this is what I do professionally and this is how what I do professionally helps you, benefits you, solves your problem and improves your life.”
Ryan Biddulph recently posted.. 8 Reasons Why Bloggers Fail
July 19, 2022 at 5:37 am #
Such a great point Ryan! Imposter Syndrome strikes most acutely when it comes to money!
We build communities of empowered people by sharing the things we all fear in open and honest ways!
July 22, 2022 at 10:01 am #
Fear is always our undoing, isn’t it?
Fear of failure, fear of success, fear of not monetizing our blog, fear of taking steps to monetize our blog… etc.
Like you say, just figure out what you will market on your blog, and then make it CLEAR to people!
Trying to NOT market clearly for fear of being salesy, just makes you look like you don’t know what you’re doing… or worse… that you don’t want people to know what you’re doing.
Donna Merrill recently posted..Build your email list with free checklists