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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