Messaging (Tone and Voice)

Messaging is the foundation of your brand and a vital element of your marketing mix, that helps you stand out from the competition and attract the target audience you’re after.

Before meeting with a potential client we always review the company’s website in order to prepare and familiarize ourselves better. In most cases the website content we come across is full of industry jargon and difficult to digest, and the gap between what we read online and hear later in a face-to-face meeting can be vast. The problem with complex language and extensive use of professional jargon is that new website visitors must learn about your industry before they can understand your unique value proposition and why they should turn to you.

If what makes your business special and different from other competitors isn’t straightforward and clear, the money you spend to bring more traffic to your website is wasted and generating relevant leads will be much more difficult. The first and most important thing we do once we start working together is to understand what the company is all about. We prepare several versions of copy that expresses this – in one sentence, in 50 words and in 100 words, and we make sure the message is simple, coherent and consistent.

But it is not just about the high-level messages and the company description. It is mainly about generating high quality content that will be relevant to your buyer personas. Quality content has been proven to generate the most relevant organic traffic and leads, and also helps establish a company as a market leader.

Strategy and content are closely tied together as without effective strategy it’s going to be very hard to reach your goals and produce high quality, performing content. We try to encourage each website visitor to go through the whole customer journey, beginning from awareness through to purchase. At each stage of the marketing funnel we’ll use the most relevant content in order to: 

  1. Attract prospects and encourage them to pay attention to what you have to offer.
  2. Convert interested visitors into leads.
  3. Convert these leads into customers by engaging them with our content.
  4. Delight customers with more valuable content in order to create loyalty and upselling opportunities.

At SAGE we also understand the importance of working closely with our client’s sales teams in order to glean relevant insights that we then transform into powerful marketing messages. We take time to participate in calls with prospects and customers, review sales presentations, observe the sales team at trade shows to hear them present to the audience. This is how we learn more about customer pain points, concerns and objections, and make sure to use the most relevant language and terminology in the materials we produce.

We take a similar approach to content marketing, and focus not on telling the story about the company and what it does, but rather highlighting how the company’s potential customers can benefit from these products or services and solve their biggest problems. The content strategy we build also takes into account different interests your target audience might have, in order to provide them with real value.

Content formats we employ can vary greatly depending on the defined goals and objectives. They can include infographics, videos, one-pagers, case studies, presentations, blog posts, website content, white papers and e-books, surveys, articles, email campaigns, landing pages, newsletters, social media posts and more. In each case we pay close attention to using the right tone of voice, consistent with the brand. In some cases a cool and funky tone is more effective to pass the message, while in others there’s a need for a more conservative approach, and sometimes being provocative will do the trick of capturing the target audience’s attention and rising above the noise. 

With years of marketing experience behind us, we know that the more personal and granular we get with our messaging, the more successful we will be in achieving our marketing goals. It’s important to develop content to address each target group’s problem, rather than going for a “one size fits all” approach, as in the world of marketing personalisation is key. 

One of the most powerful types of content is UGC, or user generated content, for example customer testimonials, reviews, quotes etc. When others recommend your company or product, it is much more effective than even the best piece of content you can write about yourself. UGC helps build stronger relationships with your target audience and gain their trust. Articles written by analysts and journalists also play an important role and should make up part of a successful content strategy.

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