Tired of cliches?
Well, sorry, but here’s another one—communication is king. This cliche is especially true when it comes to capturing your target audience’s attention… and driving successful marketing campaigns.
That’s why promotional messages exist: to promote your business. (And we all know marketing is importing—the digital marketing industry alone is expected to “reach $786.2 billion by 2026.”)
There are many ways to send promotional messages to your customers: email and social media, to name a couple. SMS marketing is an especially effective way to communicate promotional messages directly to your customers’ mobile phones. Mobile advertising in general saw an astounding spend of $327 billion worldwide in 2022, and SMS have a reported 98% read rate.
So in this comprehensive guide, we’ll step into the world of promotional messages, with a special emphasis on SMS marketing. We’ll talk about tips and best practices, and then give you several concrete examples of promotional messages you can use for your business.
Join us on this journey as we uncover the intricacies of crafting effective promotional messages, particularly through SMS marketing. Discover how you can captivate your audience, boost engagement, and drive tangible results.
Let’s jump in, shall we?
Promotional messages are communications sent for the purpose of promoting a product, service, or brand. These messages aim to capture the attention of potential customers, convey the unique value proposition, and encourage them to take a desired action, such as making a purchase or engaging further with the brand.
Promotional messages can be sent through any variety of communication channels, including SMS, email, and social media, or even more indirectly, such as through streaming service ads or billboards.
This article will focus primarily on promotional messages sent through direct channels.
In order to be as effective as possible in your promotional messaging, there are a few tips you can follow.
(A lot of these tips can be attributed to the marketing and copywriting experts at Copyhackers.)
Promotional messages work best when they are highly relevant.
In order to create highly relevant messages, you’ll need to understand who exactly you’re targeting.
Who is the primary audience you’re trying to reach? What are their pain points? Their desires? Why should they care about what you have to say?
You’ll need to think through these questions if you want to really reach people.
So how can you get to know your target audience better? There are many ways, but here are just a few:
Conduct interviews: interviews with people who are a part of your target audience allow you to do a deeper dive into what people are thinking and feeling; offer an incentive to help compensate people for their time.
Administer surveys: surveys can give you a large number of results more quickly, and can quantify your data for you.
Mine reviews: see what people in your target audience are saying about not only your product but about other similar products.
Analyze internal interactions: pore over and analyze your business’s support and sales interactions with people in your target audience, paying close attention to what they say about things they want, feel, need, or are looking for.
Observe messaging on other sites: check out other successful sites that target the same audience as you (though not necessarily competitors) and see what kinds of messaging they’re using.
Once you have a better understanding of your target audience overall, you’ll be better able to speak to them in a way that really speaks to them.
Your goal at each level of the sales funnel is to simply get your target audience to take the next step—whether that’s signing up for a free trial period, browsing clearance items, registering for a webinar, making a purchase, or whatever other action you want them to take.
You need to use language that guides them into this next step as painlessly as possible.
A few tips:
Make your messaging about them, not you: it’s not actually your job to promote yourself, but rather to show your audience how you can benefit them. Hence, it’s best not to talk about yourself but rather to talk about them.
Emphasize benefits and outcomes, not work: how often have you seen CTAs like “Sign Up” or “Learn More”? They’re all over the place, and yet when you think about, language like this can subtly communicate that more work is waiting for users, which can be a source of friction.
Showcase what they’ll get, not what they’ll pay: no one likes to part with their hard-earned money. Your audience likely already knows they’re going to have to pay, so there’s no need to put it in their face with friction-filled language such as “buy,” “purchase,” and “pay.”
This tip is marketing 101, but it never hurts to be reminded.
CTAs are, with good reason, discussed a lot in marketing.
Your marketing simply won’t be effective if people don’t know the next steps they need to take.
Use clear and compelling CTAs that speak to something your audience actually wants.
In general, it’s best to have just a single CTA per message and to make that CTA as friction-free as possible (see point #2 above).
If your promotional messages are dripping in blasé-sounding “marketing speak,” they won’t stand out.
You know what I’m talking about—we marketers often have certain cliches we fall back on.
Sometimes these cliches work, sometimes they don’t. But they’re not memorable; they won’t stick in your audience’s mind.
This is where competitor research can sometimes backfire. We want to see what our competitors are doing and see what’s effective for them, but if we copy them, we’ll sound just like them.
So experiment with different ways to get your messages across—things that aren’t run-of-the-mill, things that will make an impression on your audience.
You could have the most thoughtful, powerful, and well thought-out message in the world.
But if you apply it to the wrong marketing channel, it may fall flat.
What may be gripping in an email may come across as obnoxious in an SMS. What works as a social media post may sound awkward on a site pop-up.
So make sure your message matches the channel(s) you’re using to communicate it.
Humans are visual creatures.
By some reports, the brain processes visual information 60,000 times faster than text-only.
We know this intuitively. Images, videos, infographics—graphical elements like these often draw our attention more than just plain text.
Take advantage of this visual appeal to get the attention of your target audience. Incorporate strong visuals that add real value to your promotional message.
Need I say more?
There are many different kinds of promotional messages you can send for your business—whether via SMS or via other marketing channels.
Sales are probably the most common type of promotional message.
Everyone loves a good discount!
You can run sales or discounts to help drive up purchases and convert people, or to win repeated business.
When your business undergoes changes or when you have something you want your target audience to know, promotional announcements help you communicate that info.
But beyond simply communicating information, you can use these announcements as an opportunity to move your audience down that sales funnel—maybe by coupling the announcement with some kind of discount or special deal.
A product launch is really a type of extended announcement. But it involves buildup and anticipation.
Product launch promotions can help drive attention to your new product or service—which can not only help drive up sales short-term as the new product is released, but it can also help drive awareness (which will help your business in the long run).
You can help promote your business’s events using promotional messages. Reminders, particularly via SMS, will help you get more attendance and engagement in your events.
An “event” could be a physical event (if you’re a brick-and-mortar location) or a virtual event like a webinar.
For whatever event you’re hosting, more attendance and engagement means your event will be more successful in accomplishing whatever goals you have for it.
Appointment reminders are more specific than general event reminders, and typically only apply to service-based businesses.
No-shows can be a major problem for businesses that rely on clients keeping their appointments. Appointment reminders can go a long way toward helping to reduce those no-shows so that you can make best use of your time (and your clients’ time).
If you have a customer or a lead who’s expressed interest in your business, sales follow-ups can help you give them a gentle nudge in the right direction.
These types of promotional messages don’t need to be long-winded, but they can help remind your lead of their interest and help keep you top of mind.
Let’s dig in a little more in regards to sending promotional text messages specifically.
How do you actually send promotional texts?
If you don’t have an SMS platform (like ours at Mobile Text Alerts) already, find one that works for your business so that you can pursue promotional SMS in a way that’s scalable.
Pick a solution that’s easy to use and has robust features that will help you in your business.
As with any marketing effort, you don’t want to jump into SMS marketing blindly. Work up a plan with your marketing team that has clear goals and well thought-out marketing copy for your SMS.
Make sure everyone involved is in the know about what the plan is and what their responsibilities are.
Depending on what strategy (or strategies) you decide you want to implement, you’ll either (1) build out all of your messages in an automated drip campaign, (2) schedule out the messages for specific times, (3) work up automatically triggered messages based on responses people send in, or (4) a combination of all of the above.
Whichever route you choose, you can implement the messages into your SMS platform as desired, so that messages can start going out as soon as possible.
If all your messages are ready to go, you just need to get contacts loaded in so that there’s someone to receive your messages.
You can let people opt themselves into your texts via one of several opt-in methods. You can also set up integrations with your CRM or other services you use. Or, if you already have an existing list of SMS subscribers, you can import them directly.
After your messages have gone out for a while, you’ll be ready to analyze the results so that you can make decisions about how to optimize those promotional efforts.
You can make decisions about elements such as…
Here are some examples of the types of text messages you could send using the categories listed under “Types of Promotional Messages” above.
Huge End-of-Season Sale! Enjoy up to 50% off on all clothing and accessories. Limited stock. Shop now: [insert your link]
Book now and save! Get 30% off your stay. Limited availability. Reserve your room today: [insert your link]
Ready for your next adventure? Enjoy 15% off all domestic flights this week. Use code FLY15. Book now: [insert your link]
Join us for a delightful dining experience! Enjoy a complimentary appetizer with the purchase of any entrée. Visit us today and show this text to your server!
Get fit and save! Join our fitness classes this month and enjoy a 10% discount on all memberships. Don't miss out! Register here: [insert your link]
Pamper your mom with our Mother’s Day Spa Package! Get 20% off when you book a massage and facial together. Limited appointments available. Book here: [insert your link
We're delighted to announce the grand opening of our new downtown location at 245 Third Ave! Join us this Saturday from 9am to close at 5pm for exclusive discounts, giveaways, and a chance to win exciting prizes. See you there!
Save the date! Our annual summer festival is back on July 15th. Live music, food trucks, and family fun await. Don't miss out on the highlight of the season!
Big news! We've partnered with Keppler Technologies to bring you even more benefits. Stay tuned for exclusive offers and enhanced online services!
We're revamping our loyalty program to reward you even more. Starting next week, earn double points on every purchase. More details to come!
Attention fashionistas! Our most popular dress, the Melody, is back in stock, but quantities are limited. Grab yours before it's gone again!
Your voices have been heard! We've listened to your feedback and made improvements. Introducing our upgraded version of your online dashboard with enhanced features and performance. Upgrade today: [insert your link]
Exciting news! Coming soon for you - the XYZ Smartwatch! Get ahead with cutting-edge technology on your wrist. Check out the details here: [insert your link]
Ready for an exciting announcement? Experience enhanced navigation, easy online shopping, and a seamless user interface with our new website coming soon! Take a tour of what’s coming here: [insert your link]
You're invited to an exclusive sneak peek of our upcoming collection. Join us this Friday at 10:00am CT via Facebook Live to get a first look at the latest trends and enjoy early access to shop!
Introducing a mouthwatering new menu addition - the BBQ Bacon Burger! Sink your teeth into this flavor explosion. Available now for a limited time!
Get ready for something extraordinary! Over the next three days, we'll be sharing exclusive glimpses of a mysterious and exciting new product launch. Stay tuned for the big reveal!
Time for some fun in the sun - Save the date for an epic launch party! Join us on July 1st at Sheridan Beach from 1-3pm to celebrate the arrival of an exciting new product to be announced. Live music, giveaways, and an unforgettable experience await!
Don't forget! The highly anticipated Leffler Gala is happening tomorrow at Embassy Suites downtown. Join us for an evening of networking, insightful speakers, and opportunities. See you there at 7pm.
We're excited to see you at our upcoming book signing with Dr. McGuire on August 3rd! Please reply with 'YES' to confirm your attendance.
Just a friendly reminder! Discover how to make your grocery budget stretch twice as far with Shane Howard’s webinar tomorrow at 11am CST. Don't miss out on valuable insights and expert advice!
Ready for the virtual “Develop Your Singing Voice” workshop? We're excited to have you join us online. Check your email for login instructions and event access details. Get ready for an immersive experience!
Webinar starts in T minus 5 minutes. Hop on now and say 'Hi' before we start! [Insert your link]
Reminder! The Family Fun Extravaganza Palooza is TODAY from 12pm-3pm. Free ice cream, bounce house, and balloon animals! See you there!
Hi Keesha, just a reminder of your upcoming appointment with Dr. Bridget on 8/6 at 9:30am. We look forward to seeing you!
Hi James, don't forget your appointment with Larson Tax Services on 4/1 at 4:00. Remember to bring your ID and any necessary documents. See you then!
Hi Annie, it's MassageWorks. We wanted to remind you about your upcoming appointment on Saturday at 10am and check if you have any questions or need further assistance?
Hello Robbie, your upcoming appointment with Dr. Locke is on 8/25 at 8am. Please remember to fast for 8 hours prior to your visit. Thank you!
Hi Tanya, your appointment at Clips ‘n Snips is coming up tomorrow at 2:30pm. Get ready to rock a stylish new look!
Hi Mr. Pelton, we want to remind you of your upcoming consultation with Rick Daly on 9/27 at 11:30am. Please bring any relevant documents or information.
Hi Allie, thank you for your interest in growing your work from home business! What questions did you have at this time?
Hi Laura, we hope you enjoyed the product demo! What else can I help answer for you?
Hey Luke, hope you're enjoying your trial so far! Are you ready to upgrade, or do you need more time?
Hi Aaron, we wanted to follow up on your inquiry about our services. Our team is eager to discuss your specific needs and find the best solution for you. When are you available for a call?
Hello Katie, hope you found the webinar insightful! Did you have any questions about what next steps would be for your business?
Hi Aelin, we noticed you left some items in your cart. Is there anything we can do to help? We'd be happy to answer any questions or provide assistance with your purchase.
Start ramping up your promotional messages with a free SMS platform trial at Mobile Text Alerts. Get your free account here.
Start sending mass text alerts to your entire list today!GET FREE TRIAL