Developing A Creative Marketing Communication Message & Strategy

Developing A Creative Marketing Communication Message & Strategy

Last week we gave you an overview of the skills you will learn. With this, we introduced you to what a competitor analyses is, so that you can develop a clear marketing message by mapping out your competitors ‘on-page’ keywords for YOUR search engine optimization.

This week we look at developing your own marketing message.

If you missed the first class and you are ready to out rank your competition on Google and drive “ready to buy customers” to your website, continue reading!

You can still learn the techniques necessary to obtain targeted contact details that will help you build a relationship and convert your new web visitors into sales! 

In fact, let us help you get started: Download this competitive analysis worksheet and fill it out to catch up. If you’re not already a member of the Facebook group where the file is located, simply request to join.

Once you have joined the Facebook Group:

Access, files, guides and worksheets and get immediate support and help with your questions from other professionals and business owners going through the course. CLICK THE IMAGE NOW TO BEGIN.

Part ONE: Week Two of the Digital Marketing Master Class

Develop your marketing communication message to demonstrate value.

First we need to be aware of the images we use on our website and social media platforms.

Begin by reviewing your competitive analysis.  Take note of which competitors used images you liked and which competitors used images you did’t like, and continue read below.

A) Use images of real people and watch your revenues grow.

In the age of social media, people want to engage with real people and real businesses. The general public are fed up with faceless corporations and big companies.

Todays potential customers want to see your employees, they want to see real customers and they better look happy.

Did you know that images of babies and people smiling release relationship building chemicals into the body? It won’t improve gullibility, but it will improve trust as long as all the other elements on your page also communicate a trusting message.

Your business goal is to make your web visitor feel like your website is speaking directly to them and stock images DO NOT CREATE the desired TRUST you are seeking.

Everyone knows what a stock image looks like, and as soon as your web visitor sees one they feel like you company is faceless and hiding something, and are immediately considered untrustworthy.

So how can we prove using image of real people instead of stock images can improve website conversions and revenues, and to what extent?

CASE STUDY : Stock Photos Reduce Conversions
Here’s a company called Harrington Moving and Storage which used A/B testing techniques to test the “stock photo’s reduce conversion” hypothesis. In the images below, you will see that they replaced the stock image of a couple and some boxes with an image of their team.


The result, “Conversions increased by 45%. Assuming that the constant value per lead, this test added about $10,000 per month in interstate moves.” Reference

How can we use our new knowledge of how images affect conversions if you sell products on an eCommerce website?

Here are the results from some eye tracking studies of two eCommerce websites. Notice how the stock images of televisions are practically ignored on the Amazon website.


“Thumbnails of bookcases were studied intensely, whereas thumbnails of flat-panel TVs were mainly ignored. In fact, on the full Amazon page (only the top part is shown here), only 18% of the viewing time was spent on the photos, while 82% was spent on the text.” Reference

Notice that the images from Pottery Barn were far more engaging to the reader. This is why you don’t always want to follow what the biggest sites’s design.

Another common image mistake: The NNGROUP produced a 225 page report on optimizing the eCommerce user experience. Ranked #10 in a list of web design mistakes, “inadequate photo enlargement” was ranked as #10.

Main Learning: So whether you are selling photo frames, art pieces, or cctv products, you will want to have had professional photographs taken which demonstrates to the end user how the end product is enjoyed, or how the product could make them feel if it were in their home or business. Ensure that when web visitors click on your images that they are at least twice as big as the original image.

B) How to Generate Headlines That Connect With Your Readers

i) Include blurbs with your headlines for further increased engagement with your content.
A blurb is a description text that outlines what readers can expect to learn if they click on the header. Eye tracking software shows how intensely a reader is focusing on areas on webpages. The image below demonstrates how blurbs with headlines will create more engagement with your reader: a chance to communicate value!

Eye tracking heat map proves results

ii) Don’t make your headlines too BIG
The below is taken from a study of online consumer behavior in the age of multimedia.

“When headlines stand out alone by virtue of larger font size and/or by being on a separate line from a blurb, people tend to read the headline and ignore the blurb. It may make more sense, if you want readers to see blurbs on homepages, to have the headline and blurb run together”Reference

iii) Make Your blurbs benefits statements.
Also found in this study was that people primarily focus on the left third of the text in blurbs. This is an ideal place to catch your readers attention with words of value. Remember the first few words matter the most, so make them benefit statements.

Benefits statements bolded on Left Side to Increase Engagement

iv) Use benefit statements as headlines to increase conversions has been working with A/B Testing. They changed the headline in their men’s clothing category page of their eCommerce website. Notice how small changes to your marketing communication message can have profound affects to your bottom line.


They changed the title ( translated) from “Men’s Clothing ” to “Order Men’s Clothing Easily for Bargain Prices”. The change in headline resulted in an increase in conversions by 127%”Reference

They are still continuously testing their pages. I recently visited their Men’s Clothing page and found the below image.

Notice how they now include a blurb which is packed with benefit statements and they also include an image of a man smiling. This helps improve the connection with the web visitor/reader.

v) Include more headlines throughout the body with blurbs in your content for readers who scan for value.
The more opportunity you have at catching your readers attention with headlines and blurbs, the higher the probability of providing them with valuable content, improving your brand equity and relationship with the reader.

vi) Increase Social Sharing of Your Content With These Headlines
OkDork analysed headlines that got shared on the internet. Here are the results. Try them out and improve your backlinks today.

Main Learning: Don’t make your headlines too big, make them benefit statements, try use the words above and include a blurb with benefit statements. This will increase the probability of engagement. To grab people’s attention who scan pages use white space, create plenty of sub headlines and colour or bolden them so they demand attention.

C) Place your call to action where readers will see it.

Your call to action is the request for the web visitor to move to the next stage in the customer journey (the consumer purchasing decision). In other words, the call to action should lead to the next natural stage of the purchasing process. Look what happens when the call to action is placed on the top right hand corner.



“Putting the answer to a typical user’s main question in big red type at the top of your homepage would guarantee high usability, right? Wrong — at least for the U.S. Census Bureau’s homepage, where 86% of users failed to find the country’s current population when it was presented in large red numbers.” Reference

All items on the side bar, to a readers mind, are not related to the main text. So they ignore it. Now let’s look at the blazing results from moving your call to action into the main content area. Web visitors can easily see what is actually on offer.

Nature Air Airlines didn’t need to spend hundreds of thousands on fresh traffic, link purchasing, online ppc adverts, or content marketing. They simply moved the CTA into the main body of text and generated a 591% increase in conversion from their existing traffic.



Your ultimate goal is to make the customer journey as fluid and as enjoyable as possible.
If you think it’s still not a big deal then check out this group of usability researchers in Singapore.

Their only job is to map out the most successful path your customer can take to have a great experience while generating revenue for the business.

Think Tescos. Think about how they design their aisles so you can get what you want easily but they also get an opportunity to upsell and crossell many other products. So when you went in for milk, you came out with a basket of goods.

Main Learning: If you want your reader to take action on something, you must include your call to action in the main body of text for it to be seen.

D) Develop your brand and content with the “RIGHT” colors.

When you share content on Twitter, Facebook, your blog, even when designing your website or lead magnets, you will want to use colours that resemble your brand and it’s values.

From your competitive research file, which colours did you like? Which colours did you not like?

Here’s a quick exercise: Take a look at the words below and ask yourself which group of words most closely describe your business values. Choose a number below and in the next class we’ll provide you with your brand color scheme.

Psychology of brand of colours. Use to choose your brand color.

Part TWO: Week Two of the Digital Marketing Master Class

In part 1, your competitor analysis has shown you the url, title, h1, and keywords that your competitors used to rank in google.

To get started, dig deeper into the competitor analysis that we recommended you to perform, at the top of this post. This time you will want to research your competitors for EVERY KEYWORD PHRASE that you want to rank for.

For instance, if you want to rank for “campervan hire co.down”, and “ 4 berth camper rental Banbridge” you must do a competitive analysis on each phrase.

Completing your competitive analysis will allow you to understand if there is a gap in the market that you can fill and if it will be worth your time and investment trying to rank for those keywords.

This course is geared towards businesses that want to get up & running and earning revenue quickly. To do this I highly recommend the the following WordPress architecture.

If you have a WordPress website, go to plugins, search for the “Yoast SEO” plugin and install it.

If you have a different CMS system you may need to manually update your filenames, titles, h1 etc yourself or ask your web developer to do it for you. (Be aware that when you change a filename, you are effectively creating another page, you must tell google to redirect visitors from your old page to your new page using a 301 redirect. )

We will cover how to use this in the next class.

Click Here Now to Get The Next Part of The Course Delivered to Your Inbox.


1) Get some professional looking pictures of your products
They should demonstrate context on how your product would be used. If you’re an artist: frame your art and take images over mantels or within beautiful surroundings. Can’t find a nice place to give context to your art? Offer a hotel, restaurant, or café to host your art and offer them a percentage of sales if they are sold.

2) Take pictures of your team completing services, or yourself

3) Think about what your brand stands for and choose which group of words most resembles your brand value from the image provided.

4) Create one headline, and two sub headlines for your main page
i. Ensure that your headlines are SEO optimized, that they add value, and let the reader know what they will get on your website.
ii. Include a blurb which adds additional value to the header.

5) List out the customer pain points (VOC – Voice of the Customer)
Reasons why they need your product or the problem that your product or service will solve.

6) Turn the pain points from number 5 into Benefit Statements (USP – Unique Selling Points)
The emotional feeling or value that is gained from your solution; security, time, money, stress, speed, etc…

7) Create a list of all the possible questions a customer could have prior to purchasing your product or service. ( FAQ – Frequently Asked Questions)
What is your return policy, what about shipping, what if it breaks, what if a tradesman injures himself on my property etc…

8) Provide detailed information about each question a potential customer could have.

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Robert is the Chief Marketing Officer at Exodus Digital Marketing. He has achieved a 1st Class Honours B.A in Marketing from Vangaurd University, California, and 1st Class Honours M.B.S in Management Consultancy from UCD Smurfit Business School, Dublin, Ireland.
He has worked for companies like IBM and BT Telecommunications. He consults and trains small businesses in all things digital marketing. Learn more about us here

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