{"id":11022,"date":"2026-03-26T21:29:21","date_gmt":"2026-03-27T04:29:21","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=11022"},"modified":"2026-04-02T21:49:27","modified_gmt":"2026-04-03T04:49:27","slug":"office-hours-how-to-write-influence-driven-marketing-messaging","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/office-hours-how-to-write-influence-driven-marketing-messaging\/","title":{"rendered":"Office Hours: How to Write Influence-Driven Marketing Messaging"},"content":{"rendered":"\n<p><em>&#8220;Where we&#8217;re going, we don&#8217;t need&#8230; roads.&#8221;<\/em><\/p>\n\n\n\n<p>Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. We&#8217;re going back to 2021 to that time I (Amanda) presented on writing influence-driven marketing messaging. <\/p>\n\n\n\n<p>A lot has changed since then. AI wasn\u2019t yet swallowing every marketing conversation whole, \u201czero-click\u201d was just starting to take off, and plenty of marketers were still treating messaging like a thin layer of polish instead of the strategic core of how a brand earns attention, trust, and demand. But this session still holds up. Because if you want marketing that resonates, you still need to understand what your audience cares about, how they see themselves, and what kind of language actually moves them.<\/p>\n\n\n\n<p>Just remember that the SparkToro audience research tool has changed considerably since this webinar aired. So while we stand by the broader themes, the SparkToro screenshots don&#8217;t (completely) apply.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"764\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/03\/influence-driven-messaging-amanda-rand2-1024x764.jpg\" alt=\"\" class=\"wp-image-11023\" style=\"aspect-ratio:1.340327868852459;width:602px;height:auto\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/03\/influence-driven-messaging-amanda-rand2-1024x764.jpg 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/03\/influence-driven-messaging-amanda-rand2-300x224.jpg 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/03\/influence-driven-messaging-amanda-rand2-768x573.jpg 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/03\/influence-driven-messaging-amanda-rand2.jpg 1365w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">What You\u2019ll Learn<\/h2>\n\n\n\n<p>In this session, Amanda and Rand break down what effective marketing messaging actually does, why it matters, and how audience research can help marketers create messaging that resonates. You\u2019ll learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why strong messaging matters in the first place, including its role in telling a consistent brand story, conveying value, attracting the right customers, evoking the right emotions, and setting accurate expectations.<\/li>\n\n\n\n<li>What effective marketing messaging tends to have in common, including specificity, benefit-driven language, emotional resonance, memorability, and category creation.<\/li>\n\n\n\n<li>Real-world examples of messaging in action, with breakdowns of how brands like Zapier, Nike, Recess, Marketo, Gong, Calendly, SavvyCal, and mattress companies differentiate in crowded markets.<\/li>\n\n\n\n<li>How to study competitive categories to uncover stronger messaging, especially in B2B services, SaaS, and consumer products where offerings can otherwise blur together.<\/li>\n\n\n\n<li>How audience research can inform messaging strategy, including how SparkToro data can reveal the language, interests, identity markers, and sources of influence that shape how customers see themselves.<\/li>\n\n\n\n<li>A practical example from Amanda\u2019s time at Fitbit, where audience research helped shape messaging for HR and benefits leaders by identifying how they thought about themselves and what motivated them.<\/li>\n\n\n\n<li>How marketers can use audience language, not just search data, to write messaging that sounds more native to the customer\u2019s world and less like generic brand copy.<\/li>\n<\/ul>\n\n\n\n<p>Have fun!<\/p>\n\n\n\n<script src=\"https:\/\/fast.wistia.com\/player.js\" async><\/script><script src=\"https:\/\/fast.wistia.com\/embed\/hfwat6a39b.js\" async type=\"module\"><\/script><style>wistia-player[media-id='hfwat6a39b']:not(:defined) { background: center \/ contain no-repeat url('https:\/\/fast.wistia.com\/embed\/medias\/hfwat6a39b\/swatch'); display: block; filter: blur(5px); padding-top:56.25%; }<\/style> <wistia-player media-id=\"hfwat6a39b\" aspect=\"1.7777777777777777\"><div class=\"wistia_preload_transcript_outer_wrapper\" style=\"width: 100%; height: 100%; display:flex; justify-content:center; align-items: center; margin-top:-56.25%;\"><div class=\"wistia_preload_transcript_inner_wrapper\" style=\" overflow: auto;\"><p class=\"wistia_preload_transcript_text\" aria-hidden=\"true\" tabindex=\"-1\" style=\"text-align: justify; font-size: 5px !important;\">all right so today we will we will be talking about influence driven messaging what does that mean that is using audience research to create effective marketing messaging i mean why why do we need good messaging why not just uh throw spaghetti at the wall and see what sticks so i uh i might have i might have created some slides here and uh amanda&#8217;s gonna drive as i as i briefly explained so you know my contention and i think the reason that this presentation is so valuable and important is that uh we need to tell the right message for a variety of reasons yeah there we go uh five in particular so uh you&#8217;re gonna have to animate these for me okay jump in yes you need a message that consistently tells the right brand story uh and this is because as frustrating as it is especially for me as a founder who sort of tells the story of the brand over and over again is that a it doesn&#8217;t always stick the first time and b there are constantly new people who are being introduced to the brand and so you are telling the story over and over this is less true for massive brands right if you&#8217;re coca-cola almost everyone already knows the brand story but even coca-cola has to tell it to new generations of consumers new markets that they enter it&#8217;s got to convey your value proposition what is unique about what you offer and do and uh how does that help your potential customer your audience this is also this also helps you target right customers not wrong ones almost every brand even in b2b even in the most boring you know i&#8217;m selling i don&#8217;t know geological survey equipment to surveyors it has an emotion associated with it right that emotion could be very straightforward or could be quite complex but your messaging&#8217;s job is to elicit the emotion that the brand is trying to tell and to uh associate that emotion potentially for example like with sparktoro right we&#8217;re trying to associate the emotion of i&#8217;m frustrated that my marketing is not working as well as it could or that i can&#8217;t pitch as well as i could to my client or customer or that i couldn&#8217;t do the kinds of research easily and quickly that i want to do and get the data that i need and so that frustration is actually um kind of the emotion that&#8217;s tied to sparktoro which is oh it&#8217;s like this this breath of relief that it solves the problem quickly i think this is probably true for a lot of research tool products in software as a service it&#8217;s not it is uh penultimately it&#8217;s got to resonate with your customer targets right so the message that you tell should be something that compellingly convinces the audience you are trying to target and reach that you believe will turn into customers uh and that means it that messaging has to be using the language that they use amanda will talk a bunch about this and uh using the phrasing and style and approach that connects with how they view the problem in your solution and last uh you definitely want to create appropriate expectations meaning you don&#8217;t want to sell a product or a service that is not what your product or service actually does and this um i&#8217;ve had deep problems with this uh all the time in fact even with spark toro i&#8217;ve had challenges like this where people email and say i thought this was a sales prospecting tool and you would show me a list of all the people who matched the criteria and had to explain nope it&#8217;s an audience research tool we anonymize and aggregate the data and where is that perception coming from and how do we fix that perception because there is nothing more powerful in messaging than creating an expectation and fulfilling it and conversely nothing more disappointing than creating an expectation and not fulfilling it right if over the weekend southwest airlines told you hey we&#8217;re going to fly you to uh denver and then there was no flight to denver that&#8217;s very disappointing right uh so right message plus right medium which we we won&#8217;t talk about too much in this webinar plus great timing uh equals a high conversion rate with the right customers and this is essentially the goal of marketing right to attract the right customers and right audience and then to convert them to check out your product service non-profit whatever it is that you are offering so uh on brand positioning right this is on the where of where are we doing this that was the why the where is essentially there&#8217;s there&#8217;s a few places where you use brand messaging this almost certainly is one of the most obvious ones right in terms of the positioning of your brand i i pulled some paper boutiques i was looking at these the other day if you&#8217;ve read my blog post from uh from yesterday which went to the top of hacker news and had some had some controversy around it uh i looked at fabriano which of course is an italian paper maker and moleskine which makes the famous like hemingway notebooks and they have a very different marketing message in terms of and brand positioning message to sell essentially very similar products and the way that the messaging works is to tell you that this brand and product is right for you this that that is an art and a science um that amanda will talk about a little bit did you buy either of those i own multiple notebooks from both brands uh landing pages this seems like an obvious one but especially true in b2b you are essentially writing the marketing messaging to help to to speak the language of your customers and my favorite way to go about this is um learn from from carl blanks and ben jessen at conversion rate experts i love their methodology of essentially when you are writing your landing pages you want to use the language that your best customers use to describe your product or service and how it solves their pain points and that&#8217;s how i do messaging product and service copy quite similar i think this is where a lot of that like unique value proposition has to stand out and the is this for me question needs to be answered so you know when asia uh over at demand maven right makes her pitch to potential customers of her agency right it&#8217;s how to make your next million dollars right so essentially early and mid-stage software as a service growth experts she&#8217;s positioning uh what her product does and who it&#8217;s for and making the i think relatively compelling pitch that this is about growing your sales revenue through um the tactics and channels that she&#8217;ll help you accomplish straightforward i like it social media messaging this is uh taken from nanotail which is uh a a video game and you can see that their their social media messaging is all about um and this is this is true in a lot of indie game spaces right it&#8217;s about attracting new players and also fan service to people who are already playing the game and following along and potentially haven&#8217;t been able to buy it yet but are interested in doing so and they&#8217;re essentially speaking to the desire and also fulfilling the um sense of almost like a serendipitous joy that comes from experiencing the product works works quite well ad copy most of you have probably had to write some of these i have written a few tens of thousands in my era and uh whether that is display ads or retargeting ads or or social media ads or uh google search ads um or copy for organic landing um organic titles and and snippets this type of copy is designed to communicate very quickly who it&#8217;s for what it&#8217;s for and set the expectations so that you can fulfill those on the landing page effectively all right i&#8217;m going to turn it over to amanda all right so so rand walked us through you know what good marketing messages what good marketing messaging is on a strategic level you know what it&#8217;s for how we use it but when we get a little bit more tactical right so when we you know get to the point where we are starting to create some of this messaging what is effective marketing messaging right so we there are um so one way i think about it is good marketing messaging is really at the intersection of knowing your target audience understanding their pain points and articulate articulating why and how your service or product is valuable so right in the middle there that right there that&#8217;s that&#8217;s where the amazing messaging is some of the other elements of how to actually do this or some frameworks to consider um i&#8217;ve been doing a lot of you know thinking and research on this and i&#8217;ve uncovered maybe five and what i&#8217;ve found is that um really great messaging tends to include at least one of these elements um it&#8217;s specific so when you&#8217;re doing this you know you need to be clear who you&#8217;re talking to better yet make your target audience feel seen we&#8217;ll walk we&#8217;ll go through some examples of each of these in the next slides um great messaging focuses on the benefits not the features so show what&#8217;s in it for them don&#8217;t get too bogged down in some of the details of the features but focus more on the value and outcomes and benefits um great messaging is emotional so the way i think about it is it&#8217;s not even just making the customer or your target audience feel something it&#8217;s finding a way to share that feeling i feel like that kind of framework will help you create you know great messaging that resonates it&#8217;s memorable so be novel or clever in a way that sticks with them and finally sometimes you know great messaging defines a new category maybe it is done through reframing an existing solution or it&#8217;s done through creating a brand new category entirely so some of these specific examples specific right so let&#8217;s look at great this is ginger or ginger dot io they are an on-demand mental health support company so they started out as more of a b2c business right so you can download the app um speak to behavioral health coaches within seconds talk to therapists but they also have a b2b unit so on their b2b unit they&#8217;re selling to employers right so they focus more on some of the outcomes that an employer that a business might get when they provide this as a benefit to their employees so the thing here when looking at specific messaging is sometimes it&#8217;s really helpful to look at one brand that has both b2c and b2b units because then you&#8217;re seeing the ways in which they&#8217;re presenting what is essentially the same product to two different audiences next we have benefits not features so i think a lot of software as a service or software companies are really good at this in particular i think zapier is really good at this right so zapier helps you connect your apps and automate workflows so it&#8217;s sort of an integration tool to help two different apps talk to each other um if you were to get into the you know the specific features or details as to how that works it&#8217;s a little bit hard to to understand if somebody isn&#8217;t already familiar but the benefit is clear automate workflows it&#8217;s easy automation for busy people and then the second screenshot here is from their blog so their blog um it has entirely to do with productivity automation um it goes beyond just sort of the help desk content of how to use zapier but there are all kinds of things like ex like marketing tips like what it was like to join a couple of slack groups um and they&#8217;ve basically doubled down on productivity across a number of industries and so it&#8217;s applicable to kind of anybody who is you know really into understanding how they can optimize their workflow next emotional so lego had a great campaign on get girls ready for the world so this campaign focused on you know helping helping young girls um better understand creativity or better hone their creative skills learn how to build things um set them up for a successful future it was a campaign that really tapped into our emotions but it was also a really uh it was also really easy to get behind this cause right like everybody wants young you know girls children to be successful so this was a great example of that and then also nike nike does a great job with the way that they kind of evolve their just do it campaign um the way they keep it fresh um in particular last year they had the you can&#8217;t stop us campaign which was kind of a natural extension of just do it but here they also tapped into some of the this campaign came out you know last summer um when political tensions were running high so i think you know some people found this polarizing but um it was ultimately a successful campaign it drove you know impressions it helped grow their business brought in money um but it was it was something that really stuck with a lot of people and i think it won a bunch of awards too memorable so um emotional well memorable content remember memorable messaging doesn&#8217;t always have to be emotional right so what is memorable um i was thinking about some of my favorite some of my favorite consumer brands or direct to consumer brands and one of them is a hemp-based adaptogen drink called recess their messaging is very distinct and it kind of it permeates across their entire customer experience so on instagram they had this kind of funny post it was strawberry rose or strawberry rose mood is the resident ted lasso fan at recess she&#8217;s a real inspiration they have some kind of funny quirky uh messaging like this and they&#8217;ve also really doubled down on the all lower case which i think is interesting um this this second shot here this came from this is a screenshot from an order confirmation it says hi amanda thanks to the miraculous power of technology we have received the order that you placed only moments ago how this is possible is wildly beyond my comprehension as a mere copywriter but here we are face to face so to speak inside the confines of an automated email two lost souls searching for something intangible in an eco incomprehensible world anyway your order should should ship soon so this is this i thought was really funny endearing definitely memorable um the lower case thing makes me think that it&#8217;s a human being that&#8217;s crazy yeah it&#8217;s very it&#8217;s very personable right and it&#8217;s very self it&#8217;s self aware self referential it says as a me or copywriter so it acknowledges hey me you know a copywriter wrote this so clever and then out of curiosity i signed up for their affiliate program because i don&#8217;t know even then all the all lowercase so this was so this is their affiliate program so it says we&#8217;re so glad you decided to join peach ginger&#8217;s publicity team colloquially known as our affiliate program we believe you have what it takes to do for peach ginger what kris jenner did for kim kardashian so dude yeah i know i think i know who kim kardashian is but i don&#8217;t know what kris jenner is um they&#8217;re just there&#8217;s some family some people know who they are some people keep up with them i think okay wait i got that reference i am old but not that old right so this is a good example of something that it&#8217;s not necessarily emotional right but it&#8217;s it&#8217;s memorable it&#8217;s very unique to them it&#8217;s kind of edgy and it&#8217;s fun and then finally here we have defines a category so there are some really good examples of this like marketo so marketo um you know their marketing automation software and i don&#8217;t know if a lot of people know this at this point because we&#8217;ve come so far in marketing automation but um marketo was um the first company to really popularize this phrase they may have coined this phrase even but they&#8217;re known for this another example gong so gong does um a sort of they sell a sort of ai software that integrates with sales calls to help you get to help you get better insights into you know why maybe your deals aren&#8217;t closing stuff like that but they have called this revenue intelligence that&#8217;s the coin phrase that they that they created um as they kind of have created this new category and then finally us spread carl so i think you know who we are i hope so um so we&#8217;ve kind of doubled down on this messaging of audience research um it&#8217;s not quite market research although it&#8217;s similar um but this is research on your intended audience um so we now uh we&#8217;ve been we&#8217;ve been doing this audience research newsletter um you can sign up we&#8217;ll find it we&#8217;ll find a link somewhere but we decided to just call this we decided to just call this the audience research newsletter right not the sparktoro newsletter the audience research to basically help people do great audience research um with or without sparktoro hopefully you will use our tool but yeah i have a favorite story about this amanda so um you know our friend will reynolds over at seer he uh years ago was was talking about how he was pitching mercedes-benz for their seo campaign this is you know for search engine optimization and he was like you guys you you&#8217;ve got to get a used cars page like you don&#8217;t have any pages targeting used cars on your whole website it&#8217;s ridiculous and uh the vp he was pitching said we&#8217;ll we&#8217;re not gonna do it like mercedes-benz is not going to put up a used cars page uh we have decided that we&#8217;re investing in creating a new category pre-owned vehicles and this was this was like 2002 or 2003 or whatever and will thought this was the dumbest thing in the world there&#8217;s no search volume for pre-owned vehicles right there&#8217;s millions of searches for used cars turns out mercedes-benz building this category worked like a charm it was basic it was like that messaging definition of a new category that made people who are interested in luxury vehicles use luxury vehicles like shift their mindset around it and i um it stuck with me ever since like i just i love that example wow but yeah yeah no that&#8217;s incredible i didn&#8217;t know that i didn&#8217;t know that they like invented that phrasing yeah we should see if we could get them on to uh to talk about it sometimes yeah that would be cool all right so what do i have okay so we&#8217;ve talked about all these frameworks you know why you need great messaging an overview of kind of how to do it so how can we really get in there and how can we really create this messaging um i think it&#8217;s wait what&#8217;s my next slide all right so here here&#8217;s what i have so i think it&#8217;s good to learn from the brands that you already know and love right like that&#8217;s kind of what i did with the recess drink example um but what i think is what is usually more helpful is to look at some of the highly competitive brands or highly competitive spaces especially when there isn&#8217;t a ton of differentiation um some easy starting points might be in b2b services sas and custom and consumer products so let&#8217;s start with b2b services um like an agency there are a lot of marketing agencies a lot of content marketing agencies um if you&#8217;re not familiar with the space it might seem like they&#8217;re all the same right but i think you know just just the same way that all people can be different all agencies can be different too it&#8217;s just um it&#8217;s sort of up to them to figure out the messaging that really resonates with people that best communicates their offering so our friends over at siege media they kind of have this when i look more closely at some of their messaging i saw there&#8217;s a little bit of the us versus them narrative they do content creation they do digital pr so they&#8217;re messaging this is from their home page other firms waste your time and budget guessing at which content will get traction with your audience and stick in results not us we are a content marketing agency that tears through search data to find lucrative ranking opportunities we know you can capture then we create content your competitors can&#8217;t match with coverage they can only envy it&#8217;s seo focused customer centric and it&#8217;s hugely effective so very clear about the outcomes that they provide how they&#8217;re different why you should choose them i&#8217;ve heard april dunford talk a bunch about like in any sector where the problem space is well understood positioning yourself in opposition to what else is out there is a really really good idea yeah our friends over at foundation um so i&#8217;ve noticed their content kind of it tends to go a little bit beyond seo they have a focus on research and data and content distribution so from their website we have we create and distribu we create and distribute content your audience will love we combine qualitative and quantitative data to better understand competitive landscapes brand opportunities content trends and growth channels for b2b brands so i mean maybe they may or may not consider themselves a content marketing agency at this point but i think this messaging does a good job of communicating that value of content that goes beyond seo yeah and then finally my old stopping grounds growth machine uh growth machine is more of a boutique agency where it&#8217;s more of like if you wanted someone to run your blog for you so they focus on keyword research writing the actual content and link building so from their website uh our core it just dives into what the core offerings are search focus content marketing so planning the keyword research part writing they have a huge writer database where even if you just wanted to um tap into hiring one of their freelance writers you could do that they do optimization so they make sure they do an uh sort of audit to make sure each content kind of passes the test and is up to standards and then they also do link building this is all just on their home page very upfront about what they do uh now let&#8217;s look at some sas companies doodle calendly and savvy cal so these are all pretty similar offerings um i don&#8217;t know if calendly considers doodle a competitor but they do very similar things they do they help people schedule meetings so for doodle um doodle has been around for years right i mean more than five years they are sort of the category leader and they call themselves a scheduling service so doodle from their twitter bio it says doodle the leading online scheduling service from their home page meetings made simple save time scheduling your day with the power of doodle what does calendly do calendly focuses more on the ease of use and they call themselves modern scheduling so from their twitter bio it says calenly is modern scheduling that makes finding time a breeze and then from their website easy scheduling ahead calendly is your hub for scheduling meetings professionally and efficiently so this is sort of interesting that they uh have stayed away from words like tool software um and they&#8217;ve really just tried to on their twitter bio especially it just says calendly is modern scheduling so yeah i really feel like there&#8217;s this difference between we&#8217;re for be like we&#8217;re for businesses and professionals versus like we&#8217;re for everybody and calendly is seems very clearly going after the like oh you&#8217;re a whatever fiction writer who&#8217;s busy like we&#8217;re for you as well as vp of account marketing you know at a software company yeah and that&#8217;s interesting because then i now i was looking at savvy cal savvy cal seems more a it&#8217;s like it&#8217;s like savvy cal um is for people who are maybe more mature in the space of scheduling tools because they their messaging is more around user satisfaction um and they&#8217;ve they&#8217;re just you know they&#8217;ve just used scheduling tool finally a scheduling tool both the sender and the recipient will love i feel like they&#8217;re very aware of this whole like i don&#8217;t like calendly links or scheduling links um and they focus on the overall like no you&#8217;ll love it right on their homepage it says finally a scheduling tool both you and your recipients will love so yeah there it is you&#8217;ll love it for the advanced features to keep you in control of your calendar they love it for the personalized scheduling experience all right and so finally my last example here is in uh consumer businesses uh mattress companies this is a really good example of you know a category where there&#8217;s a ton of competition it&#8217;s basically the same thing but a lot of the leading brands have figured out how to differentiate their messaging and they speak to very different kinds of consumer needs or pain points so let&#8217;s look at tuft and needle first um i was looking at their website and was seeing that they&#8217;ve kind of doubled down on being the best across multiple categories of like overall quality decent pricing they do a bunch of bundles and focus on sleep itself so i mean there&#8217;s a ton of magic messaging on their site but this this one kind of seems to embody most of it our new betting bundles make it easy to get guests ready so this speaks to you know all this copy here speaks to general value but not you know not like high discount right saving time savings is that a play on like the holidays are upcoming and so we&#8217;re guessing that you will soon have guests and so we&#8217;re we&#8217;re like pitching a problem we think that people are thinking about i think so but it doesn&#8217;t say holiday on their website right at least not when i looked at it a couple days ago but i think yes i think this is a good way to kind of tap into some seasonal needs without necessarily saying hey holiday season&#8217;s coming up right because we all know that but yeah so focused on like bundles having guests um having multiple products another good example here is nectar so nectar is you know they i mean looking at their website they&#8217;re very much a discount brand right so 499 dollar special offer um 100 off and accessories included our biggest offer ever um details what&#8217;s included says it&#8217;s extremely high demand don&#8217;t miss out so a lot of this is focused on discounts fomo um get the best deal that kind of thing and there&#8217;s casper casper this one was a little bit tougher i think for me to figure out specifically what they were talking to because they have a lot of messaging for a lot of things but what i think they are focused on is features so modern mattresses designed with everyone in mind better restful sleep no matter your preferences so i think this is a little bit of trying to talk to everybody but trying to talk to everybody in the sense that we have different kinds of things that fulfill everyone&#8217;s needs i think they also do bundles as well and then finally avocado they are focused on you know natural and organic go natural certified organic mattresses with a one year sleep trial and so all their messaging is very much focused on like their materials you know being organic that kind of thing so and i should also say that i think most of these other brands like casper and tuft and needle i think they also have organic mattresses too so it&#8217;s interesting that avocado is sort of like uh they&#8217;re focused on really just that organic part all right so if you don&#8217;t know your audience well can you create messaging based on their sources of influence so this is kind of hopefully cutting to the meat of why we&#8217;re all here if you can identify some of the sources of influence can you create messaging based on that i hope so this is what i did when i worked at fitbit this is just a very manual example of finding sources of influence when i worked at fitbit on the bdb team we sold devices in bulk and software to hr and benefits leaders this was not an audience i knew much about but i learned through a survey that they read psychology today and entrepreneur so to me this told me that they see themselves as many ceos of their department they are in the business of people and they care about inspiring change so the messaging that i came up with that we really focused on for a while was hey there overachiever right we didn&#8217;t want to say like hi hr director or like hey benefits leader um you know i mean i don&#8217;t know that anybody really wants to be called hey job title right um but i think overachiever was something that it resonated very deeply with them because they self-identified as that too even whether or not they said it um they and also because like hr and benefits leaders tend to have a lot of different interests too um and when we focused on this kind of messaging of them being overachievers and calling them overachievers uh we got great response to it um we even had a couple of emails that went out that people replied to it to say i love that you called me this this is totally how i see myself i thank you so much for this um and this kind of shaped the way that we created content for the rest of the year because then we were focused on like how can we help these overachievers meet their business goals um and so we created white papers on helping to drive or inspire change we had conferences with keynote sessions from people like amy cuddy um the unknown ted speaker and i think columbia professor um so yes this kind of helped to really elevate the our messaging and the kinds of content we were trying to create so can you do this with sparktoro we really hope so we hope maybe um i had some fun with this because i kind of wanted to treat this like uh as an exercise and how can i use spectoro to try to brainstorm at least some initial message some initial messaging so the fake example that i came up with for myself was coffee so i decided to pretend like let&#8217;s say i was trying to create uh you know like a high-end or like a nice subscription-based coffee brand like a nice coffee d2c brand uh we have we have a couple of subscribers here i&#8217;ve been helping the angler coffee folks with exactly this so there you go oh cool all right um maybe they&#8217;re here maybe they&#8217;re yeah uh so what i did here was this is a screenshot from the sparktoro dashboard um i tried a query that kind of spoke to the high-end type of audience i think this query was from uh typing in my audience frequently talks about fair trade coffee um like hypothesis being that maybe you know there&#8217;s an audience of coffee drinkers that really cares about making sure their beans are fair trade um so these are the social accounts they follow the most and then some of the high engagement hidden gems i was overall looking at this like okay this is my this is my sort of starting point i&#8217;m going to start i&#8217;m going to do a couple of queries to see what kinds of patterns i can uncover so the things that jump out to me here are you know roast magazine barista magazine sweet maria&#8217;s coffee daily coffee news spreads.com all right so i&#8217;m going to do a couple more searches so the next search i tried was okay then i was thinking i i have been i have a coffee drinker and i have strong opinions about how i like my coffee um so i decided to look at the different kinds of coffee preparation methods um one popular way to to brew coffee is through a device called a chemex it looks kind of like a beaker that you&#8217;d see in a science lab um so okay so spectoro&#8217;s database has found over 2000 people that talk about chemex and i&#8217;m always interested in what the text insights in sparktoro said the top words in bios or specialty roaster husband best specialty coffee um that&#8217;s interesting and top hashtags were espresso latte art frequently used phrases costa rica french press okay it&#8217;s interesting um i dug deeper in the top words and bios so there were things like roaster husband best specialty coffee father that&#8217;s interesting so i tried another search term aeropress this is personally how i like my coffee i make it through an aeropress our database found over 2000 people that talk about aeropress so there&#8217;s a pattern here right a lot of these words are really similar um the only one that looks distinct to me is under frequently used phrases there&#8217;s aeropress championship i&#8217;m going to have to look that up later because i wonder what that is um but we&#8217;re seeing husband again so i&#8217;m like hmm maybe there are a lot of men who really like chemex and aeropress there are like every software engineer i&#8217;ve ever worked with is basically is obsessed with those two um so then i try to search for a burr grinder so a bro grinder is you know it&#8217;s a little countertop machine that grinds coffee beans and you can choose the grind size on this um this is a smaller search right only 671 people talk about burr grinder but look there&#8217;s more best husband professional roaster um really interesting suggest to me that you&#8217;ve got a big uh pro audience that&#8217;s talking about it right yeah i&#8217;m in the professional coffee world as opposed to like a amateur at home maker of coffee totally yeah so then i started thinking okay there are definitely some patterns here there are some social accounts and my spark toro searches that i&#8217;m gonna look up some podcasts youtube channels these are all things i&#8217;m gonna do some research on and then maybe this will help guide a way that i might create some of my messaging so what am i seeing here i&#8217;m seeing a lot of self-identifiers dad husband roaster espresso enthusiast coffee lover coffee addict next i found a podcast sweet maria&#8217;s coffee this kept coming up as one of the top influential podcasts so i checked it out and it seems like a very pleasant podcast each episode was like 20 minutes or so which was nice uh and i saw one in particular really nice find they had an episode called personal brewing routines and the weirdness of coffee culture this seems very niche and i really like that because i that personally you know helps me figure out how i can kind of talk to this audience and then finally a very popular website that came up was sprudge.com very very clearly for coffee lovers um i checked out the website i saw there&#8217;s a good focus on like local coffee cultures design like designs of like burlap bags that hold uh large quantities of beans who knew there was a content opportunity for that oven coffee shop recommendations so you know this i thought okay this gives me i think a good starting point into how i might create some messaging and so for fun i decided like what are some messaging things i might consider and by no means is this like a very strong recommendation for me i mean this could be terrible right this is the first draft of messaging so maybe you know on the landing page i would want something like we roast and ship you grind and hand pour maybe right it&#8217;s kind of direct it speaks to the different kinds of coffee methods maybe there&#8217;s a campaign that we do right like an email marketing thing that&#8217;s slow down for a change between school drop off and board meetings aren&#8217;t you tired of the grind i don&#8217;t know maybe that&#8217;s silly and like kind of you know ridiculous to say part of the grind but maybe it would resonate i would test this messaging um and then finally maybe we have kind of an aspirational top line sort of tagline productivity shouldn&#8217;t be a grind so maybe this speaks to the sort of high performer type of audience this speaks to the notion of wanting to be really productive after you drink a couple cups of coffee maybe this would work maybe so i&#8217;ll take i&#8217;ll turn it back over to rand because i know he has some great advice on b2b messaging oh yeah so i i like the methodology that you&#8217;ve described here amanda and i know obviously you know we&#8217;ve seen i think we we sort of learn from our customers in a lot of ways right we&#8217;ve seen a bunch of agencies and consultants and you know in-house marketers like use this this data to form their messaging and also to do like um uh brand research and audience research but in b2b what i like about um what sparktoro lets me do is that in a space that i don&#8217;t understand well for example um whiz here is in this sort of cloud security field which i was helping someone with the other day um and i do not have a lot of experience in cloud security you know technically we did some stuff like back at moz and obviously casey does a bunch of stuff for us it&#8217;s fucktoro but it&#8217;s just not my world right it&#8217;s kind of over my head technically but but you can get this like deep sense of what conversations and topics are popular over the last kind of quarter right because farturo&#8217;s date is essentially from the last about 120 days so you get this sense of oh okay people who have cloud security in their bio or people who use clouds who talk about cloud security online talk about azure and kubernetes and hybrid cloud and private cloud and disaster recovery and then you go over to like the messaging of some of these places like like whiz right and you find those same words and phrases like oh okay everybody knows everybody in cloud security knows aws azure gcp and kubernetes and you get this sense of like aha the language that people use in one place is the same language that you want to reflect and make resonant in your messaging on your website what i what i worry about is when you as an agency or a consultant or marketer exclusively use search data to populate this because there are often terms and phrases content context um topics that don&#8217;t get searched for but do get discussed and that that&#8217;s sort of like you know it&#8217;s it&#8217;s like the missing half of keyword research is where i feel like sparktoro is really useful and obviously you could use other um you know social listening tools for this as well or or social media monitoring tools right if you were set up a specific alert for a sector but it&#8217;s nice to be able to do it for any given sector at any time and get this data i&#8217;m also really excited because i think uh casey&#8217;s next project is working on trending this over time and that i think will be killer too awesome that&#8217;s what we have for now yeah and we have got a ton of q a so oh awesome that is let me try<\/p><\/div><\/div><\/wistia-player>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Note: We recorded this webinar on October 2021. My, how time flies! Any screenshots of SparkToro are now outdated, but we think the takeaways from this episode stand the test of time. If you want more, peep the <a href=\"https:\/\/sparktoro.com\/resources\/office-hours\" target=\"_blank\" rel=\"noreferrer noopener\">SparkToro Office Hours library<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Where we&#8217;re going, we don&#8217;t need&#8230; roads.&#8221; Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. We&#8217;re going back to 2021 to that time I (Amanda) presented on writing influence-driven marketing messaging. A lot has changed since then. AI wasn\u2019t yet swallowing every marketing conversation whole, \u201czero-click\u201d was just starting to take<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,76,18],"tags":[],"class_list":["post-11022","post","type-post","status-publish","format-standard","hentry","category-marketing","category-office-hours","category-tactics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Office Hours: How to Write Influence-Driven Marketing Messaging - SparkToro<\/title>\n<meta name=\"description\" content=\"&quot;Where we&#039;re going, we don&#039;t need... roads.&quot; Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. 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