One of the fastest ways you can see increased sales is by changing how you talk about your product with your target audience.

The landscape of marketing and consumer behavior has evolved significantly, yet the core principles of effective messaging remain timeless. To stay ahead and boost sales, it's essential to revisit and refine how you communicate with your target audience, whether that be across various social media platforms, in-store, or through other marketing channels.

At Crew, we've streamlined a message-development process that blends tried-and-true techniques with modern insights. I honed this approach while marketing fabric softener at Procter & Gamble, inspired by Doug Hall's book Jump Start Your Business Brain. The insights in that book are as relevant today as when it was released in 2005. (Note: See our list of great books for CPG marketers)

When developing or evaluating messaging for your promotional activities, ask yourself these five questions as a way to think alongside the typical buying behaviour of the average consumer.

For illustration purposes, we've included an example of these questions applied to a 30-second detergent TV ad.

Ask yourself these five questions if you want to increase product sales:

#1 - What NEED does my target audience want fulfilled?

This question helps you figure out what your target audience really needs. By understanding their specific pain points, you can tailor your message to show how your product or service solves their problems.

Ad Example: Uh oh! Here's a familiar scene; a child getting dirty. What this dad NEEDS (aside from maybe better behaved children) is to get the grass stains out of his kid's clothes...

#2 - How does my product or service fulfill that need?

This question forces you to look clearly for a benefit. Try to use only one significant, clear benefit. There will always be supporting benefits, but choose the one that your audience cares about most and that you can deliver.

Ad Example: Our detergent can gets the worst stains out.

#3 – Why should my target audience believe I can deliver?

Communicate this through testimonials or proven results, by pointing out new technology or a product patent, etc. 

Ad Example: Our detergent has a patented formula that leaves fabric brilliantly white...

#4 – How is what I’m offering different and better than competitors or alternatives?

Next, we focus on the "Dramatic Difference." Effective comparisons are especially important if you’re trying to get consumers to switch to your brand.

Ad Example: Compared to the other leading brands of detergent, we simply get fabrics cleaner...

#5 - What do I want my audience to do?

Call, email, sign up, go online, jump up and down? People are bombarded with countless advertisements throughout the day; it needs to be very clear what you want them to do and how they can get your product. If your product is an established brand found at every store, there’s less of a reason to tie it back to a website, phone number or direct call to action.

Ad Example: Choose our detergent today.

Using these five steps will enhance your sales process, attract new customers, and improve customer retention. Implementing these strategies can provide a competitive advantage and lead to significant business growth. Remember, aligning your messaging with your target market’s needs is a great way to drive increased sales revenue.