Let’s face it, there are already enough complex situations in the world, we don’t need to create any more. The same can be applied to your marketing message, too often we see marketing campaigns littered with buzz words and elongated phrases whereas simpler terms would suffice. We are bombarded with marketing messages at our every turn, the actual figures for this assault on our senses ranges anywhere from 3,000 to 30,000 messages per day. This figure may be wildly exaggerated and incorporate everything from the tags on your clothes to advertisements in your local newspaper but there is one constant. That is we are continually subjected to marketing messages on every step of our waking day, it has become so much of the norm that we actually subconsciously block out all but the select messages that trigger a want or a need within us.
It is easy for companies to draw from the own experiences and mistakenly make the assumption that everyone has the same knowledge as them in terms of the language and phrases they use. This will not only confuse the consumer but will ultimately turn them off from your message before it has gained any sort of foothold in their consciousness. This is an understandable mistake to make as companies are so close to their products and immersed in their properties, they falsely believe that because they can understand the terminology, then so too can the consumer.
No, no they can’t.
It’s not that they can’t, more that they won’t; casting our minds back to the early figures on the marketing messages bombardment and it’s fairly straightforward to understand why. People have neither the time nor the inclination to work out complex marketing messages when they are already surrounded by noise everywhere they go. Your message has to be concise and clear, don’t over-elaborate with jargon or buzzwords; these are sure fire ways to disinterest the consumer from the word go. You are aiming to encourage early engagement with consumers; you won’t achieve this by sending confusing signals, or over-elaborate messages.
In order to simplify your message there are a few simple steps you can follow to ensure your message has the best chance of being received and understood in the context that it was meant to.
Simplifying your message
You don’t need to tell your whole story, a simple line or two about what it is you do, why it is that your product can solve any problems the consumer may have will be sufficient. It is the problems the consumer has that will probably be the main reason they will be looking at your product in the first place. You have to put yourself in line with the consumer, speak a language that is universally understood. A great example of this was when the iPod was launched, instead of extoling the virtues of a five gigabyte hard drive which techies would undoubtedly have loved but wouldn’t have resonated with many others, Apple launched it with the slogan “a thousand songs in your pocket”.
This immediately reached out and touched people; suddenly they had a reason for the product to matter to them, it had found a niche in their lives. Anyone that enjoyed music was intrigued by “a thousand songs in your pocket” and a resounding success followed. This approach was much more effective than if Apple had simply said’ the new iPod, 5 gigabytes of memory in your pocket!’
Use blunt communication
Ideally you want to leave no room for error or confusion, blunt communication will allow you to communicate exactly what it is you want to convey, no frills, bells or whistles. Get to the point, what is it about your product that can help the consumer in their everyday lives? Why is your product the best in its field? There is a famous quote from Mark Twain where he apologises to a friend for writing such a long letter, “but he didn’t have the time to write a shorter one.” This is exactly the approach you should take with your marketing message, less is more, try and craft a message within a sentence or two instead of getting lost in the detail.
Communicate in stages and keep your message short and concise
There is an avalanche of marketing messages vying for the consumer’s attention, don’t get caught up in over complicating what it is you are trying to say. Think about exactly what it is that makes your service or product so good and hammer this point home, ensure you are crystal clear in the message you convey. In the same vein, even if you have a lot of detail you wish the consumer to know and appreciate, do not push it all on them at once.
This approach only serves to complicate matters and confuse the consumer, start off with a high level message that retains its simplicity while encouraging engagement. Once you have opened the lines of communication and the consumer is entering the consideration cycle and requires more details, then, and only then is the time when you give more information pertaining to your particular product or service.
The key here being; you only give more when they want more, never before. As the consumer reaches the point of comparing your product or service against that of your competitors, this is the time to get into detail, this is when you push all the other uses for your product or service that the consumer may not be aware of, this is where you sell the company as a brand, highlighting your attributes and qualities above all others. This is where the consumer has to make their decision.
Make sure your message is mobile friendly
It is worth noting that the world we live in is heavily influenced by online activity, it is also worth noting that over 40% of your web traffic now comes from mobile devices, your marketing content must also be responsive, it must be able to be automatically lay out to suit the resolution of the device that the audience choose to consume the content on. Platforms such as 3D Issue Hub supply such a responsive resolution for your marketing content enabling it to be viewed across any platform.
Overall the general consensus here is to simplify and simplify again. Ensure you don’t get caught up in all the noise, the consumer has to tolerate enough of that already, don’t become another ‘noisy’ statistic in the marketing realm.
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