Research, insights, and segmentation that sharpen your message
Messaging fails when businesses talk from their perspective, not the customer’s.
The goal isn’t to impress — it’s to resonate.
Here’s how to build messaging grounded in real customer insight.
Step 1: Identify Your Ideal Customer
You need more than demographics — you need behavioural and emotional insight.
Look for:
- Their biggest pain points
- Their goals and priorities
- Their frustrations with current solutions
- What success looks like for them
- How they make decisions
Use real inputs:
- Customer interviews
- Reviews (yours + competitors)
- Sales conversations
- Analytics data
- CRM insights
Step 2: Segment with Purpose
You don’t need 10 personas.
You need clear segments you can market to strategically, such as:
- Decision-makers vs. influencers
- First-time buyers vs. returning customers
- Value-driven vs. speed-driven buyers
- Industry verticals or solution use-cases
Segmentation allows for relevance — and relevance drives conversion.
Step 3: Find Their Language
Your messaging should use the same phrasing, concerns, and priorities your customers use.
Analyse:
- Common phrases
- Repeated challenges
- Objections
- Emotional triggers
- Desired outcomes
When you reflect their words back to them, they feel understood — and connection builds.
Step 4: Build Your Core Message Framework
Every digital marketing strategy needs a strong core messaging system, including:
- Primary value proposition
- Differentiators
- Core benefits
- Key emotional drivers
- Brand promise
- Proof points
This becomes the foundation for all marketing: website, ads, content, email, social, SEO.
In Part 3
We’ll turn this insight into strategic messaging and tactical execution that you can apply across all your channels.