Too many companies’ messages use abstract words that don’t paint a picture in customers’ minds. The problem is: abstract messages fall flat with customers. For example, a service rep might say, “We’re shipping your order.” Or “We’re shipping your pants.” Or “We’re shipping your new black Levi’s jeans.” Guess which message resonates best with customers? …
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Does your audience buy into your message – emotionally? Do people find your message compelling enough to recall and act on at decision time? Here’s how to get to yes. Always answer your audience’s first question first, “What’s in it for me?” Why? Because humans choose what’s in their self-interest. People don’t care about you, …
To hook your audience, you need a message you can deliver fast. There’s little time to grab your audience’s attention. That’s why it’s crucial to make your message concise. Create your 7-second message I recommend that you create a message for your company or brand that’s 7 seconds or 23 words long. Since this is the …
Marketing and public relations pros know: inconsistent messages are an ever-present nemesis. A CEO says one thing, the head of Sales another. Employee communications say one thing, but the website contradicts that. Inconsistent messages are taboo – for every brand. They confuse people, and they waste your precious marketing and communications dollars. Make sure that …
Your message is probably unclear to someone in your audience A great message reflects a deep understanding of the people in your audience. The better you know the people in your audience, the easier it is to write well for them. You can literally speak your audience’s language. But chances are that your message sails right …
Continue reading “To enlighten your audience, use a clear message”
Is your marketing message strong enough to beat your competitors in the year ahead? Here are six ways to power up your marketing message. To win over your audience, power up your marketing message by creating a Message Map. In a Message Map, your main message is called home. It performs the job of answering …
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