How to Identify The Core Marketing Messages of Your Vape Shop

Convincing customers to shop at your online vape shop is not rocket science. You can easily do it with the right words that persuade and entertain. It all comes down to your marketing messaging. With the correct marketing message, you can turn visitors into customers and customers into loyal fans. And all it takes is the right words. But how do you go about creating a marketing message that works?

In this blog, we break down step by step, marketing message strategy for vape shops that only works but that is bound to set you apart from the competition and helps you showcase or discover the unique value your vape shop has to offer.

Table of Contents

1. What is a Marketing Message?
2. Why is a Marketing Message Important?
3. How to Create Marketing Message?
4. Conclusion

What is a Marketing Message?

A marketing message is the words or phrases companies use to communicate the unique value of their products or services to customers. This message should speak to your customers' pain points and offer a unique solution to their problems that inspires customer loyalty and retention.

Why is a Marketing Message Important?

Knowing the core marketing messages your company and your products stand for will dictate every decision you make in your marketing and communications. By letting this core brand message be the "north star" of your branding and marketing, everything will be easier to create (ads, slogans, emails, etc.).

It is also essential to make the distinction between a brand message and a marketing message. While a brand message is what the company stands for (and is a special message like Nike's "Just Do It"), the marketing message can be various messages that always convey a customer's problem.

How To Create Marketing Message

The final goal of marketing messages is to turn your audience into loyal customers, which is why the first step in creating your very own marketing message for your vape shop is to know your audience.

Who Is Your Target Audience? 

To create your marketing message, you have to know who your target audience is. This will allow you to find persons who are already interested in your message and services instead of random spectators who might not be interested in your product.

To learn more about who your target audience is, you need to study your customers; in essence, you want to create buyer personas to see different audiences within your target audience.

You can create buyer personas by using data you already have or gathering information through surveys and interviews. This data will help you narrow down their demographics to get exact pictures of who they are, their age, location, income, etc.

In our experience in the world of vaping, there are at least three target audiences you have to address.

• Beginner vapers who are looking to transition to vaping
• Vapers that have transitioned but might be looking for more advanced devices,
• And veteran vapers who own multiple devices.

These audiences can vary from store to store, ensuring that you do your due diligence when creating your target audience and buyer personas to understand who your target audience.

Solve Your Target Audience Pain Points

After identifying your target audience, the next order of business is to identify their pain points. Pain points are everyday issues that affect your target audience. Pain points are problems your target audience is looking to solve and which your marketing message should address.

To identify your target audience's pain points, you have to understand your target audience. For example, new vapers might have a hard time choosing their very first e-liquid, getting lost on what ratios to pick, what nicotine strength to get, or what flavor to choose. When creating your marketing message, you should mention or include that customer service employees are available throughout the week to solve issues and help them shop and pick products.

Another central pain point, especially for vapers shopping online, is the insecurity of receiving broken or faulty items because they were mishandled during shipping. By creating a marketing message that reassures them, they can get their money back if an item arrives broken, you can turn visitors to your site into customers.

The more you study your customers and learn about their pain points, the better you can communicate with them, and the more precise and effective your marketing message will be.

Present Your Unique Value

After discovering your customers' pain points, you'll need to offer them unique solutions to their problems or offer them the unique value your vape shop has that no other vape shop can offer.

Like in the example above, this unique value can take shape as a shopping assistance program to help new vapers choose devices and vape juices or take form as a money-back guarantee on all purchases. Both of which could be clearly stated in the marketing messages that the vape shop displays on the front page of the eCommerce website.

These two examples explicitly address the pain points of your target audience. The first addresses the fear new vapers have of possibly choosing the wrong device or vape juice, and the second solution addresses the fear of online vape shoppers whose items might be mishandled during shipping.

It's possible that once you get to this step, you might be stumped on what your vape shop's unique value is. If this is the case, we suggest you go back and examine your target audience and their pain points. What are the things that make potential customers leave without shopping? Is it the interface of the checkout page? The prices? or is it something as simple as not having enough deals?

By creating buyer personas and identifying your target audience and their pain points, you can reverse engineer your vape shop's unique value. Find out their problems and solve them, and once they are solved, come up with the perfect marketing message.

Clarity is Key

When writing your marketing message, you need to be as straightforward as possible. Your audience should instantly understand your message. You want to be precise with every single word you choose to use.

If your message is too long, it can distract customers from the message; it might not be understood if it is too short. Choose a middle-of-the-road solution where clarity is king. After all, your messages should answer their pain points straight away with no meandering.

So, to go back to our vape shop examples, something as straightforward as "Free Returns, No Questions Asked" conveys the message to your customers that even if the device breaks during transport. They can still return it, and your vape shop, with no hesitation, will refund their purchase.

Use A Conversational Tone

Another critical aspect of creating a compelling marketing message is to be clear in your message and use a conversational tone. Even though you'll be talking to persons who know the industry jargon, you might alienate those that aren't too familiar with the industry terms.

Take, for example, new vape customers that only know that they want a vaporizer. If you use terms like rebuildable dripping atomizer and box mods and pod systems, you might lose them, and your message will fall upon deaf ears.

In short, you should aim to be understood by everyone, vape newbies, vape enthusiasts, and vape veterans. By having your message mimic everyday conversation, you're more likely to make an impression that lasts and leads to conversions than a message full of technical terms that only vape veterans will understand.

What are Your Competitors Saying?

Another critical question to ask yourself as you formulate your marketing message is, "What are my competitors saying, and how can I differentiate myself from the competition?"

This step, often neglected but essential for success, can help you avoid mistakes that your competitors have made. More importantly, it can help you develop marketing messages uniquely your own since you will know what to avoid and go that extra step to be original.

 Use Emotion To Connect With Your Audience

When creating your marketing message or messages, remember to sprinkle in emotion in your copy. But it's not just a matter of trying to be funny or dramatic; you have to create a feeling with a purpose.

But how do you create emotion with purpose? The answer is by listening. By taking into account your audience's pain points, you'll discover their hopes, dreams, and fears (especially regarding the services you offer).

By knowing their concerns, you can create a dramatic, humorous, or hopeful copy that appeals to their rational side and their emotional one.

Conclusion

By following the steps above, you should come closer to crafting unique marketing messages that will set you apart from other vape shops. By learning who your target audience is and speaking to their concerns, you will create compelling marketing messages that present your unique value to your customers and turn it into the solution they were looking for.

Perhaps one of the best examples of effective marketing messaging is the now-famous Apple ad that introduced the first iPod to the world. With the short but genius line "1,000 songs in your pocket," the marketing message clearly stated the product's value proposition. It spoke to music lovers who could carry hundreds of songs without taking different CDs (a pain point). It was written in a conversational tone that anyone could immediately understand.