How to Create Marketing Messaging That Resonates

Short answer: Marketing messaging that resonates speaks to what customers actually care about - their needs, problems, and desires - in their language, not yours. To create it, understand your customers deeply, focus on the value and benefits that matter to them rather than features, speak clearly in their terms, and make the message about them. Most messaging falls flat because it's about the business, not the customer. Messaging resonates when it connects to what customers care about and speaks to them, not at them.

Messaging that connects

Most marketing messaging falls flat - it's about the business, its features, and what it wants to say, not about what customers care about. Messaging that resonates connects to what customers actually care about, in their language. It speaks to them, not at them. For a business in your area, messaging that resonates is what makes marketing connect and persuade. Here's how to create marketing messaging that resonates.

Speak to what customers care about

Messaging that resonates speaks to what customers actually care about - their needs, problems, and desires. Rather than what the business wants to say, resonant messaging addresses what matters to customers. This customer focus is what makes messaging connect; messaging about the business, not the customer, doesn't resonate. Speaking to what customers care about is the foundation of resonant messaging.

This matters because customers care about their own needs, not the business's messages. Messaging that speaks to what customers care about - their problems, needs, and desires - connects because it's relevant to them. Messaging about the business, its features, and what it wants to say doesn't resonate, because it's not about the customer. Speaking to what customers actually care about is the foundation of messaging that resonates, making it relevant and connecting. Speak to what customers care about, not what you want to say. Customer-focused messaging connects.

Focus on value, not features

Messaging that resonates focuses on value and benefits, not features:

• The value the customer gets.
• The benefits that matter to them.
• What the customer gains, not just features.
• The outcomes customers care about.
• Value over specifications.

Focusing on value and benefits, not features, is what makes messaging resonate. Customers care about what they get - the value and benefits - more than the features themselves. Messaging that translates features into the value and benefits customers care about connects; messaging that just lists features doesn't. Focusing on the value and benefits that matter to customers, rather than features, is central to messaging that resonates, speaking to what customers actually want. Focus on value and benefits, not features. Value connects; features alone don't.

Speak in their language

Messaging that resonates speaks clearly in the customer's language, not the business's jargon. Customers respond to messaging in terms they understand and use - clear, relatable language, not internal jargon or complex terms. Speaking in the customer's language makes the message clear and relatable; speaking in jargon alienates. Clear language in the customer's terms is essential to resonant messaging.

This matters because messaging in the wrong language doesn't connect. Jargon, complex terms, or the business's internal language confuses and alienates customers. Messaging in the customer's language - clear, relatable, in terms they use - connects and is understood. Speaking clearly in the customer's language, not the business's jargon, is important to messaging that resonates, making it clear and relatable. Speak in the customer's language, not jargon. Clear, relatable language connects.

Make it about them

Messaging that resonates makes the message about the customer, not the business. Resonant messaging centers the customer - their needs, their outcomes, their story - rather than centering the business. Making the message about the customer, speaking to them and their situation, is what makes it resonate. Customer-centered messaging connects in a way business-centered messaging can't.

For a business in your area, marketing messaging that resonates speaks to what customers actually care about - their needs, problems, and desires - in their language, not yours. To create it, understand your customers deeply, focus on the value and benefits that matter to them rather than features, speak clearly in their terms, and make the message about them. Most messaging falls flat because it's about the business, not the customer. Messaging resonates when it connects to what customers care about and speaks to them, not at them. Creating resonant messaging is part of fractional marketing leadership, making marketing connect and persuade rather than fall flat.

Frequently asked questions

How do I create marketing messaging that resonates?

Understand your customers deeply, speak to what they actually care about (their needs, problems, and desires), focus on the value and benefits that matter to them rather than features, speak clearly in their language, and make the message about them. Messaging resonates when it connects to what customers care about and speaks to them, not at them.

Why does most marketing messaging fall flat?

Because it's about the business - its features and what it wants to say - not about what customers care about. Messaging that centers the business, lists features, or uses internal jargon doesn't resonate because it's not relevant to the customer. Messaging resonates when it speaks to what customers actually care about, in their language, making it about them rather than the business.

Should marketing focus on features or benefits?

Benefits - customers care about what they get (the value and benefits) more than the features themselves. Messaging that translates features into the value and benefits customers care about connects; messaging that just lists features doesn't. Focusing on the value, benefits, and outcomes that matter to customers, rather than specifications, makes messaging resonate with what customers actually want.

Why does the language of messaging matter?

Because messaging in the wrong language doesn't connect. Jargon, complex terms, or the business's internal language confuses and alienates customers. Messaging in the customer's language - clear, relatable, in terms they understand and use - connects and is understood. Speaking clearly in the customer's language, not the business's jargon, makes the message clear, relatable, and resonant.

Related reading

• Fractional Marketing
• How to Build a Brand That Stands Out
• How to Build a Marketing Strategy That Actually Drives Growth