Messaging has long been a main ingredient of marketing, serving as a powerful tool to convey a product’s essence and benefits.

However, the landscape of messaging is evolving, with modern approaches gaining traction among marketers due to their impressive results. Failing to adapt to these new approaches can make it challenging for your product to reach its target audience. It would be like sticking to a flip phone in a world of smartphones. Trust me, you don’t want your product to be the last one standing in the ever-evolving digital era.

The Think Orion Approach to Messaging: The Traditional Way vs Modern Way

In this article, we’ll unravel the differences between the traditional and contemporary styles of messaging and how to implement the modern approach to make sure your message is not only heard but resonates powerfully with your ideal customers. 

REAL DATA-DRIVEN INSIGHTS – We’re working with numerous educators, from enterprise Edtech companies to course creators doing millions in revenue. All of our insights in this article are based on real data from campaigns we have run for our agency clients.

Before we dig into the details and show you the impact that can be driven through messaging changes, let’s first establish the key differences between both approaches.  

The Traditional Way vs the Modern Way


   – Old Style: Emphasizes what the product offers (Brand/Product focused).

   – New Style: Prioritizes what the audience demands (People/Customer focused).

Audience Engagement:

   – Old Style: Speaks broadly to everyone.

   – New Style: Targets specific groups of people.


   – Old Style: Relies on industry-specific lingo.

   – New Style: Speaks the buyer’s language. (In the voice of a 5th grader)


– Old style: Value is barely understandable.

New style: Explains what the audience gets in the simplest of terms.


– Old style: All about passing the information blandly.

– New style: Addresses the deep-level desire of the audience.

Now, by looking at the differences above,  you might think that they are subtle, but this modern approach is the secret sauce that turns prospects into buyers. 

Our journey with countless clients has shown time and time again that the modern approach isn’t just a trend—it’s the golden ticket to achieving the best results in the game.

Let’s break it down:


When you focus solely on what you have to offer, you lose sight of what truly matters to your audience. That’s why tailoring your message to align with your audience’s needs helps you capture their attention and earn their trust.


These two messaging ideas are for the same business.

Message 1: “With our proprietary real-estate marketplace, agents can streamline their daily tasks, set up meetings, make bids, and manage a large portfolio of properties.”

Message 2: “With our proprietary real-estate marketplace, agents save 2 hours each day from boring and tedious tasks so they can spend more time on building relationships with their clients and growing their business.”

The first message focuses on things that the audience doesn’t care to know and focuses on the product, while the second brings the audience to an awareness of what’s in store for them when they join the platform and ties into their emotional needs as human beings. 

This second business message is a clear winner and a great example of the new style of messaging and how focus ties into it.


Speaking to everyone equates to speaking to no one. On the flip side, crafting a message that resonates with a specific group of people makes them feel heard and valued and way more likely to take action.

Take this actual ad example from one of our most successful messaging overhaul campaigns. 

Old Way

New Way

If you look at both of the ads, what do you see?

One of the clearest differences between both ads is that with ‘the old way’  we are targeting everyone, and with the new way, we are targeting only people who are interested in learning Web Development. 

By doing this, we were able to reduce the CPL by 50% and also improve the applicant quality by 40%. 


One important thing you need to consider for this is that how you communicate with a certain group of people isn’t be the same as you do with another.

Selling tech software to a non-tech person will require you to speak in a way that the non-tech individual will understand what he/she is getting from your offer.

This is a message that Shopify uses to explain the service they offer.

Just imagine if they sold it in this format; “Create your online store with our all-in-one package.

Avoid using fancy jargon and industry-specific terms—your audience might not be familiar with them (yet). Instead, use simple language that resonates with your buyers and fosters a sense of rapport.


Your business value demonstrates what you have to offer your customers.

From the above Shopify example, the value communicated is “the customer can create an online store in 60 seconds.”

The value is tied to:

  • Cost-effective: Not worrying about hiring a Web Developer
  • Time-saving: Saving the time it takes to build a store, which is 3-12 months.


Let’s go back to the example I shared earlier. This ad is a great example of how to drive emotion well. Can you guess how?

The creative in itself is doing the job by showcasing the average salary of a front-end developer in the USA. Because you show it like this, subliminally, you are sending the prospect the message that they, too, can earn that amount. 

This ties into the psychological human need for growth, self-actualization, status, and so much more. 

As they want to solve a problem, you have to communicate your message in a way that they can tell you understand the problem.

They need to understand how you can help them, not what you understand about your product.

You, as the product owner, need to understand what your business is all about.

Your audience only needs to know how the product you sell can impact their lives; that’s all they care about.

Creating Great Messaging: Back to the Basics

To create killer messaging, you need to understand your audience, who they are, why they buy, and the trigger events that push them into buying. 

There are a few ways to do that:

  • Do market research
  • Interview directly with your customers 

The outcomes of the above research and insights should help you clarify the following four things:

1. Your Specific Target Audience: What are the common needs, challenges, dreams, and goals of your audience group?

2. Address the Why: What is the number one motivation for them to look into your product

3. What will be or has been the impact of your solution on their lives?

4. And also, how many sub-audiences does it help, and how it helps each of them? 

5. How do the various benefits help solve the audience’s problems, and what does their situation look like after using the product or service (The outcome for the end user)? 

For example, 

An Athlete might use an Ankle Guard for injury prevention, while an older man with arthritis may use it to give support and reduce pain.

6. Figure out the exact words they use. You will be able to speak exactly the same language as your buyers. 

Speaking the same exact language is essential to create copy that resonates. No fluff, No BS. Just their words that talk about your solution. 

By answering these fundamental questions, you can develop a messaging guide that connects with your audience. 

When talking to your audience, it’s important to understand the difference between brand and direct response messaging.

And something even more important to understand is that sometimes, the direct response messaging may not work as well. 

This is why you need to develop an experimental mindset towards your messaging and marketing as a whole.

Balance On The Impact Of Messaging

However, it is important to note that messaging is only one factor among many that impact overall revenue.

Some other factors that can make the impact of messaging visible

  • Growth of organic following of the brand
  • Creatives used for the ad
  • Adjustments of funnel based on data.

This shows why you need to have not only great messaging but also other parts that must be checked as well.

The Future Of Messaging And Its Impact On Customer Acquisition

The traditional approach to messaging used to emphasize the brand, but now, it’s crucial to shift the focus toward the audience if you aim to make a significant impact in your industry.

Industry giants like Nike and Apple already have a devoted customer base, and they can handle brand messaging effectively due to their resources and existing audience.

But as a learning provider, you don’t always have the luxury to run like the giants. 

So, you must be conscious about maximizing all the resources you have by being cautious in how you communicate what your business/product/offer is about.

If you’re selling a digital product, it’s a fantastic idea to adopt this new style of messaging, as it will really help you stand out in the market and catch the right people’s attention!

REAL DATA-DRIVEN INSIGHTS – We’re working with numerous educators, from enterprise Edtech companies to course creators doing millions in revenue. All of our insights in this article are based on real data from campaigns we have run for our agency clients.

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