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17 Types of Marketing Message

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A marketing message is any media or communication that is designed to influence customers. They are often used to generate demand, build brand awareness and sell. The following are the basic types of marketing message.

Ethos

An appeal based on authority, credentials or credibility. For example, selling a product developed in space with a famous astronaut as a spokesperson.

Pathos

An appeal to emotion. For example, a message that does nothing more than associate a brand with positive emotions to build brand awareness.

Logos

An appeal to logic such as an insurance commercial that states a region has a 70% chance of a major flood in the next 20 years but only 10% of homeowners have flood insurance.

Humor

Your audience is far less likely to ignore your message if it is genuinely funny.

Call to Action

A direct and unambiguous command such as "buy now" or "check it out."

Nudge

A nudge is a gentle suggestion that understates a message to allow the audience to develop a conclusion for themselves.

Price

Mentioning a price or a sale. This can get the customer thinking about whether its a good value or whether they can afford it.

Offers

Offers such as a free trial.

Functions

Illustrating things that the customer can accomplish with your product or service. For example, a digital piano that includes in-built lessons for beginners.

Features

Features are how functions are implemented. It is a common marketing rule that it is better to communicate functions over features. However, if features are remarkable they might be communicated. For example, a digital piano that lights up the keys you are supposed to press for a piece of music.

Quality

Pitching the quality of your product. For example, "handcrafted from fine Italian leather."

Storytelling

The art of making information interesting, humorous and relatable by wrapping it in a story.

Fear of Missing Out

Create a sense of popularity and urgency around your product to trigger a fear of missing out.

Anticipating Objections

Identifying some of the common reasons your audience rejects your message to handle objections. For example, an ad for a chocolate bar that ends with "only 110 calories."

Choice Architecture

Offering choices that are structured to achieve your goals. For example, a price menu that has options that are obviously superior. This may trigger a desire to purchase when customers notice that one option is a much better deal.

Signaling

Demonstrations of social status such as a brand that shows a celebrity wearing their products.

Countersignaling

Displaying confidence and authenticity by downplaying your social status. For example, a story that talks about your early failures in developing your product. Countersignaling might be described as bragging by being humble.
Overview: Marketing Messages
Type
Definition
Media or communication that is designed to influence customers.
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