Want to know the secret to increasing your conversion rate?
No, you don’t need a new website or a million TikTok followers…what you need is a messaging strategy that makes your audience feel seen, heard, and deeply understood.
Your messaging is the bedrock of your brand. It’s the subtle thread that runs through every piece of content you create and every touchpoint in your customer experience. It’s what turns leads into customers and customers into loyal, lifelong fans.
It also happens to be one of the most misunderstood aspects of marketing.
Simply put, your messaging strategy is what governs all communication within your business. It’s how you show up in the world, differentiate yourself from competitors, and communicate with leads and clients throughout their customer journey.
It’s both what you say and how you say it.
Think of your messaging strategy like True North on a compass: it provides direction for content creation, copywriting, design, customer experience, business development, and so much more.
Even if you think you know what your core messages are, getting them down on paper will help you gain clarity and make it easier for team members to understand your vision.
So how do you craft a message that resonates? Here are three simple tips to help you create a powerful (and high-converting) messaging strategy.
Before you can craft a high-converting message, you need to know who you’re speaking to, and you need to know them well.
It’s not enough to know that your target audience is female and in their early twenties. Go beyond the basic demographic data and get to know your ideal client on a deeper level.
Answering these questions will help you create messaging that makes your audience feel seen, heard, and understood – and that’s the feeling that leads to conversions.
Here are a few places you can get to know your ideal client better:
As you’re having these conversations, remember to listen without judgment and try not to impose your own views. You may be an expert in what you do, but this is one scenario where the customer really does know best!
Let your audience tell you what they need instead of assuming you already know the answer.
It’s no secret that the online business space is crowded. If you want to rise above the noise, you need a unique message to grab your audience’s attention.
Here are some questions to help differentiate your business:
Remember, good messaging both attracts the right people and repels the wrong ones. Don’t be afraid to take a stand or buck trends that you don’t agree with.
You don’t need to be bold if that’s not your style, but you do need to know what makes you different. If you’re not sure, ask your current customers what made them choose you – you might be surprised by their answers!
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There are lots of different ways you connect with your audience.
The idea is to look for common ground between you and your ideal customer, whether that’s through your brand story, values, or a shared sense of mission, like protecting the environment or supporting women in business.
Some founders shy away from showing their personality or sharing personal stories, but that’s often what draws people into your brand! We buy from people we find relatable.
Even if you’re not building a personal brand, every business has a story behind it. Sharing yours is a powerful way to connect with potential customers (and connection is the first step to conversion).
Here are some questions to help build a deeper connection with your audience:
Once you’ve gotten clear on your audience, your position in the market, and your connection pieces, you’ll likely be overflowing with messaging ideas. Now comes the hard part: narrowing it down.
That’s where a messaging hierarchy comes in. These are your brand’s core messages, distilled down to the most essential words and phrases, then ranked in order of priority.
For example, The Awakening’s messaging hierarchy would include words like freedom, alignment, legacy, and soulful business.
I like to have one primary message plus a few secondary ones, but you may need more or less depending on the size and complexity of your company. You can also include extras like your brand values, mission statement, and elevator pitch.
These phrases may never make it word-for-word onto your website, but they underpin every piece of content your brand creates.
Conversion ultimately comes down to one thing: how well you communicate the value of your offer.
Without a strong messaging strategy, it doesn’t matter how many Reels you post or how beautiful your branding is – you won’t see those views translate into sales.
But if you take the time to get to know your audience, understand your differentiators, and build meaningful connections… you’ll create loyal brand advocates who buy from you not just once, but over and over again.
Megan Smyth is a former science student turned sales copywriter for trailblazing entrepreneurs. After realizing three years into her pre-med degree that she was chasing someone else's idea of success, Megan decided to take the leap and start a business – one that supported other female entrepreneurs, and more importantly, required zero knowledge of organic chemistry.
Through her in-depth research process, personality-filled copy, and pull-no-punches consulting, she helps visionary founders distill their vision for change into a powerful message uniquely crafted with equal parts art and science.
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