Making your message stick
Written on May 26th, 2010 by Vassberg Alan
Written on May 26th, 2010 by Vassberg Alan
Complex
It amazes me how often I read marketing materials and come away with no clear understanding of who the company is, what they do, or more importantly, why I should care. Admittedly, SicolaMartin often works with technology companies with highly complex products, so maybe it isn’t surprising that I occasionally get lost. I’m not the target audience, and sometimes I lack the technical background to understand. But I’m a marginally intelligent guy—shouldn’t I come away with something?
When I encounter convoluted copy, my first thought is “they need better messaging.” As the main messaging architect here at SicolaMartin, it may be that I’m the proverbial hammer, seeing every problem as the proverbial nail. But my experience has been that most companies could benefit from taking a closer look at the story they’re trying to tell.
So where do marketers go wrong when dealing with complex subjects? Occasionally the problem is omission of the obvious. Have we jumped straight past explaining “what it is” in favor of benefits? Are we describing a detail without having given context? Sometimes marketers spend so much time inside our own products that we assume basic things are understood when they may not be.
More often, though, the problem is not lack of information—it is too much information. The common mistake in complex marketing situations is to assume that listing all of the features, benefits or capabilities is necessary, if you don’t know which is most important. But all too often I see companies trying to say so many things—that they communicate nothing. This glut of information happens when nobody puts a stake in the ground to say “our product/company/service stands for THIS.” It happens because people are afraid of taking a risk. What if we focus on the wrong thing? But an unfocused message is no more effective (sometimes less effective) than an off target message.
The key to doing it right is to keep it simple. And if you worry that conveying your competitive differentiation requires details, remember that clear, uniquely articulated messages can separate you from the competition more effectively than a list of unique features. Think of any memorable tagline—“Just do it,” “Coke is it,” “The Ultimate Driving Machine,” etc.—it works not because nobody else could say it, but because nobody else *HAD* said it. It’s simple, clear and memorable. That’s what any set of marketing messages should be. And by keeping it clear and simple, you’re making it easier for audiences to connect to—and remember—your brand.
Lucy Anderson wrote: I love this! It is totally right on and something I deal with every day as a copywriter. If only clients could understand this truth. My email signature at work is: "There's a big difference between getting the document and getting the point." I work in the highly complex and convoluted world of the Government healthcare system. I am however, currently, as of this morning at 7:45, applying for a job there on your planet. Hope this message gets through! Sincerely singing simplicity, Lucy
Thursday, July 8th 2010 at 10:16 am |Alan Vassberg wrote: Always nice to encounter a kindred spirit in the pursuit of simplicity. Thanks for reading—and thanks for the note! Alan
Tuesday, September 7th 2010 at 1:05 pm |