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Messaging can make or break your campaign

A marketing campaign is only as strong as its message, but crafting the right message is easier said than done. A lot goes into creating a message that is effective and works to accomplish your business goals. 

If you’re ready to take your marketing campaigns to the next level, keep reading for some tips for creating a message that gets the right results. 

Setting Goals and Measuring Success

Before crafting the message, you need to set a goal for your campaign: what do you want your campaign to accomplish? Whether you want to increase your website traffic, get more subscribers on your monthly newsletter or get your name out there and increase brand awareness in your community, every campaign needs a measurable goal to shape the messaging around. 

Along with a solid goal, you’ll need to decide how you want to measure the success of the campaign. It’s important to define what you want the campaign to accomplish. Now, we can spend all day (or an entire blog, stay tuned 😉) talking about different ways to measure your campaign goals, but right now we’re going to give you a quick look at Key Performance Indicators, or KPIs. KPIs are the metrics that ultimately help you determine a campaign’s success. KPIs can include metrics such as Click Through Rate (CTR), Impressions, Unique Page Views, or Engagement depending on the channels and tactics you’re using. In other words, your KPIs for a display ad campaign will differ from your KPIs for a social media campaign.

By analyzing these KPIs as a campaign progresses, you’ll be able to gauge its success. Understanding KPIs is crucial when it comes to A/B or split testing what messaging you’re using in the campaign.  

Types of Messages

Like everything in marketing, your campaign’s message depends on what you want the campaign to accomplish. Some messages will work better if you’re selling a product, while others will yield more results if the goal is to create brand awareness. 

It’s also helpful to know who your campaign is targeting. Because you’re likely not the person you’re trying to target, look at your campaign goals from the customer’s perspective. Remember, different message types will have a different effect on different audience types. 

Once you have an idea of who your campaign is targeting, think about the type of message you want to try.


Emotional messaging is incredibly effective—research shows emotions play a huge part in a customer’s purchasing decision, especially when it comes to Millennials and Generation Z. These messages are memorable because they establish an emotional connection between the audience and your brand or product. 

Odds are, you’ve been pulled into emotional messaging before. Think of ads like the famous Sarah McLachlan ASPCA commercials—where the goal is to encourage the audience to donate—or this one by Amazon—where the goal is to show you the convenience of their One-Click shopping experience. While these ads pull at your heartstrings, you don’t have to use a message that will trigger the tear ducts. Your message can tap into other emotions like nostalgia and joy. 

Funny Messaging

If you want people to remember your brand, you have to make a good impression and funny ads are a great place to start. Similar to emotional messages, funny messages are incredibly effective because they’re memorable. By making your audience laugh, you create a connection with them that other brands can’t and put yourself at the top of their mind. 

However, funny messages can have the opposite effect if the humor doesn’t quite land right. To avoid appearing tone deaf or out of touch, make sure you know exactly who your message is targeting and do a little research on what makes them tick. 

One brand that has mastered the funny messaging is Geico Insurance. Over the past couple of decades, they’ve been masters at getting their “Fifteen minutes could save you fifteen percent or more on car insurance” tagline into the minds of consumers using creative and funny ads. I bet as you’ve read this paragraph you’ve thought of at least five different GEICO commercials that made you laugh while also telling you why they might be a great insurance company to switch to. Personally, I always think of the caveman commercials that aired in the early 2000s when I think of Geico, but I also think of Geico automatically when I think of insurance. Clearly, they know what they’re doing.

Informational Messaging

This type of message is pretty self-explanatory. An informational message has the goal of informing consumers about a product or service. These messages tell potential customers about promotions your business might be offering, a new service or product launch, or any other information you want your audience to know about your brand. This type of advertising is common because it’s simple and efficient, but if you want to use it for your ads, don’t be afraid to put a spin on it. Combining informational messaging with another type of messaging is a great way to get people interested in your product, while also aiding in creating that special connection with the audience.

Crisis Messaging

As much as we’d like to not have to mention this, messaging today is different than usual. With COVID-19 affecting everything from travel to grocery shopping, it’s important to remember that your messaging has to be timely. Marketing today is different than it was just six months ago and so therefore messaging is too. Check out our blog about Advertising in the Age of COVID-19 to learn a little bit more about messaging and marketing during this unique time. 

Final Tips

Before we go, we want to give you a few extra tips for creating your marketing campaign message:

  • Be willing to A/B or split test the message: If you have a couple of different messages to choose from, try a split test. When you split test your ad, your audience will be split into two groups and each group will be shown a different message. By the end of the test, you should be able to see which message performs better and that’s the one you move forward with for the rest of the campaign. 
  • Don’t beat around the bush: No matter what type of message you use, make sure people know what the ad is about. Messages that are hard to follow will likely bore or annoy the audience causing your campaign to perform poorly. 
  • Use common language: Many industries have their own language that “outsiders” may not understand. If you’re creating a B2B campaign, using industry jargon is fine, but otherwise, it’s best to avoid it. See what we did there? If you aren’t in marketing or a related industry, there’s a chance you don’t know what B2B means so we wouldn’t want to use it in an ad (it means business to business by the way 🙂). Instead, we’d say “if you’re serving a message directly to others in your industry.” By using common language, your message is easier to understand and therefore more relatable to the audience.


Messaging is the most important part of your campaign. Without the right message, even campaigns with great visuals won’t be as effective If you’re struggling to craft the perfect message for your marketing campaigns, the team at Element 74 can help. Using our years of experience and research, we analyze your business goals to create a campaign message that is effective and gets results. Give us a call to see how we can help.

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