Three Ideas For When Your Message Just Isn't Landing
The In Pursuit of Branding Newsletter #33
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You know that feeling when you put something out into the world and it just... doesn't land? Maybe it's a new offer that didn't get the response you expected. Or a social post that felt really good when you wrote it, but crickets after you hit publish. Or even that amazing new freebie that you were sure would resonate, but somehow isn't connecting.
Yeah, I've been there too. And if I'm being honest, it probably happens more often than any of us would like to admit.
The good news? It's likely that you don't have to throw everything out and start from scratch. There are usually just a few key things that you can focus on when your message isn't meeting expectations, and today I want to talk about three common changes to make when your message is falling a little (or a lot) flat.
Message Goal: Building Brand Awareness
Message Problem: Not Meeting Them Where They're At
You may be struggling with this if...
Your audience isn't growing despite your deep expertise; you've picked your awareness strategy (i.e., SEO, pitching yourself to other audiences, doubling down on a social media channel) and are consistently showing up but the needle isn't moving forward. This is especially frustrating when you know the value of what you offer.
Key places where this may show up include...
Social media captions explaining your approach
Topics you're pitching to industry publications
Blog posts about your unique approach
Podcast episodes sharing your expertise
YouTube videos demonstrating your craft
If any of this is resonating, look at changing...
The words, phrases and topics, ensuring you're translating your expertise into language that resonates with those who need it most
Think about all the places that someone can first discover your brand. Is your focus on social media outreach and having people share your information? Are you getting in front of audiences who need your specific expertise? Are you leveraging SEO to help people find your distinctive process?
Now, look at how you're describing your work. Are you sharing it in a way that your ideal client would understand? Or, are you using language that only your peers would recognize? Remember, even though you've mastered your craft, your ideal clients are still on their journey. They need your expertise translated into terms that resonate with their current challenges and aspirations.
Message Goal: Building Brand Awareness
Message Problem: Not Showing Up in the Right Spots
You may be struggling with this if...
You have a similar outcome as above, meaning despite your proven track record, your audience size isn't growing. You're sharing consistently but your impact isn't expanding.
Key places where this may show up include...
Search engine optimization/keyword targeting that isn't capturing your unique framework
Social media marketing that isn't reaching the right audience
Pitching to outlets that don't align with your evolution
If any of this is resonating, look at changing...
Where you spend your time, energy and resources – making sure you're showing up in spaces where your expertise is most needed
Think about your current efforts. If you're clear on who needs your specific expertise and you know you're translating it effectively, then it's time to look at where you are spending your time.
Are you utilizing social media? Try a new channel.
Are you pitching yourself to other audiences? Refine how you're sourcing opportunities to focus on platforms that value your expertise and niche.
Are you focusing on search engine optimization? Update your keywords to reflect how people actively seek out your work.
Yes, the possibilities can be endless with this change so please don't get overwhelmed. What I want you to keep in mind is that you have the ability to pivot your platform – you're not married to one particular strategy forever. If it's not serving you, don't be afraid to switch it up.
Message Goal: Getting Audience Buy-In
Message Problem: Not Highlighting the Problem/Solution
You may be struggling with this if...
Your email list isn't growing despite increasing visibility. Your awareness is expanding (you're getting on podcasts, your blog traffic is increasing, podcast subscribers are going up, etc.), but people aren't taking the next step to learn more about you.
Key places where this may show up include...
On your website as a resource portal
Landing pages showcasing your unique process
Your own social media channels and professional networks
If any of this is resonating, look at changing...
The language you’re using to promote your freebie/opt-in
After someone becomes aware of your brand, they simultaneously will become more aware of their problem. You’ve used their language to pique their interest and the next step is to get them to buy into the message – to officially step into your circle of influence. The most common way an audience member can do this is by signing up for your email list.
Messaging at this stage of the customer journey is all about articulating the problem and utilizing the opt-in/freebie as the solution. So, if your email list is stagnant, take a look at how you’re promoting what you have to offer. Is your message a general ‘Sign up for weekly updates!’ or are you actually discussing a problem that your ideal client is most likely experiencing and positioning your opt-in as the solution?
The two questions I like to make sure my freebie language answers are:
What is it that I’m offering?
Why should they care?
Now, this isn’t your permission slip to be smarmy and manipulative about a problem, or create a problem that doesn’t actually exist. It’s about truly understanding your ideal client and what they’re looking for, and clearly communicating how you can help them. No scare tactics or manipulation. Here’s your opportunity to connect with your audience on a deeper level by showcasing your willingness to truly help them reach their goals.
Are there more ways to update a message that misses the mark?
Absolutely.
However, these three pivots are a great starting point, and if you've been around here for any length of time, you know I hammer on the goal of taking action to get brand clarity, so no time like right now to get started.
But also, the point isn't to feel paralyzed by all the ways your message could miss the mark, but rather to view this as an evolution of how you share your work and expertise. We're all doing the best we can with the knowledge we have – and the more you put your unique approach out there, the more you'll learn about how to share it effectively.
📘 What to read:
Marketing for the quiet, introverted and overwhelmed ones. I love Astrid’s three different ideas for how to think about marketing differently, and how she escaped the burnout-prone strategies that seem to be everywhere. READ IT
🎙️ What to listen to:
Fi Finds Herself in an Impossible Dilemma, Style and Substance. This episode walks through what Fiona did when she had an uncomfortable conversation with a potential client. I really love their strategic perspective on her situation - highly recommend for service providers. LISTEN TO IT
With that, happy branding :) And we’ll see you back here on February 20!
— Kelly
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