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11/29/2014

Crafting the Perfect Text in 3 Steps

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SMS messaging isn’t just the most popular form of communication between individuals, it’s an increasingly common marketing tool, favored by any business wanting to reach more people, more quickly, for less money and effort than virtually any other ad platform. Text marketing is undoubtedly effective, but only if you create the right sort of message. 

If you’re new to mobile marketing, it’s not immediately obvious what constitutes a good text message. Well guess what, we’ve made it obvious with our three-point guide: 

1) Lead with the offer. The first sentence should state clearly and concisely what you are offering. Bury it at the bottom of the message and some people won’t even get that far. Remember, for all your advertising fireworks and brand promotion, people just want the deal. Be upfront about what your offer is and then you can pull out the bells and whistles.

2) Make sure the offer is of value to the customer. Don’t issue a text blast every time you have a new product line or a redesigned website. People don’t care about that – they only care about discounts and other special offers. To optimize the value of your offer, make sure it’s only redeemable inside a tight, finite time frame: exclusivity and urgency make consumers likelier to pounce.

3) Include a direct call to action. Again, concision and clarity are the watchwords here. Close your text message with a direct call to action that lets recipients know exactly what they have to do to retrieve the offer. It might be in the form of a link to your website – a good method of ensuring your company name is also included.

Follow these rules and you have a foolproof message. To wit, an example of the ideal text message for a mid-market chain restaurant: 

“Buy 1 entrée, get 1 free. Only open to Mobile Members tomorrow night. Show this text to take advantage, and visit pizzaplace.com to see our full menu!”

As you can see, the offer is announced in plain, simple language, right at the start of the message. A sense of exclusivity is engendered by the reference to Mobile Members being the only patrons who can take advantage of the deal; restricting the offer further still by limiting it to the following evening, the text also parlays an air of urgency. The call to action is clear, imploring recipients to show the text to staff to take advantage of the deal and the name of the restaurant is communicated along with a link to the website (killing both those birds with one stone obviously only works where a domain name is identical to the restaurant name… which frankly, SEO marketers will tell you, it should be!). 

So, next time you come to devise a bulk text for your business, cross-reference your message with our guide to make sure you’ve included all the important information. 

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