043 - “Messaging is like onions - it has layers!”
1* “Messaging is like onions - it has layers!”
It’s really easy to overcomplicate messaging and it’s really hard to get right.
Wynter founder Peep reiterates the need to simplify language and to talk like a human being to ensure your message lands.
Your buyers are busier than ever, they have so many choices from products to content to assume, and the words we need to use to engage them have never been more important.
This is a simple logical framework that breakdowns complexity and reinforced by thousands of messaging tests from B2B companies.
This post is great, please check it out.
1. Clarity. What is it?
2. Relevance. Is it for me?
3. Value. Do I want it?
4. Differentiation. Why you?
2* Shifting to brand from search & performance marketing is working
Back in 2019, Airbnb made a pretty big bet.
After some pretty sizeable legacy investments into performance marketing, Airbnb opted against that continued investment and opted for a larger stake into brand investment, indulging in more spending in TV and PR.
It seems the move was fully justified, with their recent earnings call ,Chief Financial Officer Dave Stephenson said “Our brand marketing results are delivering excellent results overall with a strong rate of return, and it’s been so successful that we’re actually expanding to more countries,”
Not every brand has the luxury of the riding wave of popularity and becoming so associated with a category.
Whilst not a B2C company by definition, we continue to see blurred lines between B2C and B2B companies, with B2B companies similarly a few years behind our counterparts in B2C land.
Performance marketing still has a big role in the B2B marketing mix, and its importance varies by maturity of brand.
Performance marketing and capturing demand, can only do so much for your growth.
Brands need to play the long game, winning brands are investing in the future and investing in brand,
Conversations / Articles You Should Read
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Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
Nathan Latka - SaaS founders on business growth
Exit Five - B2B marketing on everyday challenges