Once you have a deep understanding of users and their perceptions of value, a plan to manage stakeholders, and priority activities for the next planning period, it is time to craft the value proposition messages which will attract those with whom you wish to engage. This is an age where there is a fight for even the smallest amount of attention, let alone the sustained attention required to underpin true engagement. Do not rush to this stage without having worked out exactly what you are aiming for otherwise your message may be just one more message received that day and unlikely to spark interest.

Traditionally marketing messaging is built around an AIDA (attention, interest, desire and action) continuum, although there are now a number of other very similar conceptual frameworks, such as REAN (reach, engage, activate and nurture). Other approaches to this continuum are awareness–knowledge–liking–preference–conviction–purchase and awareness–intent–evaluation–trial–adoption. All these models go through a sequence of cognitive (understanding), affective (gaining attention) and behavioural (doing something) stages.

Figure 8.1 on the next page shows how the AIDA model, with learning from other models such as REAN, can be used to develop a marketing message for a library.

A set of planned marketing messages takes recipients through stages of attraction and gains their attention, to communicate something of real value to them quickly, to the point where they wish to investigate what is being offered. Finally, the messaging campaign should explain clearly how potential users can access any offer(s) made rather than simply hope recipients will find out for themselves.

Marketing messages from the library service should be well targeted and proven to be engaging to the audience they are aimed at. If they are not engaging, or at least attention worthy, when potential users receive another message they may very well ignore it. Instead, if a previous message had been of interest they would pay attention to further ones. And beware, a general message sent to all stakeholders may position the library as irrelevant and recipients will pass the message by.