The Anatomy of a Great Marketing Message: It’s More Than Just Features

In marketing, we often get caught up in showcasing the functional benefits of our products, especially when we know we’re superior to the competition. But here’s the thing – customers don’t make decisions based solely on functionality. Even if your product ticks all the right boxes, people are driven by emotions and deeper motivations.

To truly connect with your audience and solve their real problems, we need to go beyond features and benefits and dive into why they’re making decisions in the first place. How do they feel? What challenges are they facing? Crafting a message that taps into these emotional drivers is the key to effective communication. Here’s how you can structure your messaging:

1. You Get Me (Reason to Listen)

Start by showing that you truly understand the customer. Empathize with their challenges and speak to their emotions. This gives them a reason to engage – because they feel seen and understood.

2. I Feel It (Emotional Benefit)

Once you’ve connected emotionally, show how your solution can help them on a deeper level. Address how your product or service mitigates their pain points and meets their emotional needs, creating a stronger bond with your brand.

3. I Get It (Functional Benefit)

Only after building that emotional connection should you present the functional benefits. These rational arguments help reduce any remaining barriers, positioning your offering as the clear choice. But remember, functional benefits alone won’t carry the message—you need the emotional hook to make it resonate.

Looking to elevate your marketing strategy and create messages that resonate both emotionally and rationally? Let’s work together to build the strategic foundation and capabilities your team needs to drive marketing excellence. Let´s get in touch to explore together how we can sharpen your brand’s communication strategy.