The actual words in any text messaging marketing campaign are the most important part. After all, it doesn’t really matter how well you execute a campaign if, in the end, the finished ad is confusing or irrelevant to the readers. Of course it’s important that you use dynamic wording that motivates the reader to take action and either contact your company, buy your product, or take advantage of a coupon. But in addition to all of that, there are a few more things to keep in mind.
The first is that you’ll only have 160 characters – that’s characters, not words. And while this may sound like a lot, it’s really not. That means that you have a very short amount of time to get a very important message across to your customers. This is not the time to delve into your company’s history, it’s the time to tell your customers why you’re there and what you have to offer them. It’s the time to make them want to find out more, and to become interested in your product.
Get in any of the most important information first such as your phone number, the promotion code they need, or when a sale is running. Then include your call to action. You’ll probably be surprised that by the time that is done, you’re almost at your character limit – and you might even have to cut what you have down to size!
Always remember to include the word “exclusive” on it somewhere, whether it be “an exclusive text offer”, “for our exclusive customers,” or something else along those lines. Although people might learn that they’ll receive exclusive offers when they first sign up for your program, they may forget this somewhere along the way, and it’s always a good thing to remind them of it.
This one may sound obvious, but include the name of your company somewhere within that 160 characters. Often times a text message will be sent out and only your ad appears, without your company’s name or a link to your website. If your name isn’t mentioned somewhere within the ad, your customers will receive an ad, but they won’t know where to go, who to call, or what to do.
And then it doesn’t matter how well you planned your marketing campaign, how well it was executed, or how powerful the rest of the words are. If your customer doesn’t know what to do after all of that, your ad is entirely useless.