Have you ever seen an ad and wondered, “what was that about?”
How about a commercial that engaged you but then left you wondering what they were trying to sell?
Usually this is because many marketers are too concerned with being witty or artistic to win an award instead of trying to get their audience respond appropriately. While wit and humor can be very effective, it should always carry the audience (your target market) toward an action you want them to take.
You can’t make that happen without clarity in your message.
Clarity in a marketing message is really an art as much as its a process. A clear message accomplishes several things. It cuts through the advertising and marketing clutter that every one of your potential customers sees and hears every day. It leads them by the heart and mind to the conclusion that you have what they are looking for. Finally, it educates them in how you are different and why you are their best choice.
Each of us has a “reticular activator” in our brain that helps us filter information and only allow into our consciousness what we have subconsciously decided as important. It’s the reticular activator that makes you think there are more pregnant women in the world when you are expecting a child of your own when the birth rate has probably not changed significantly. However, you notice it more because it is something important to your subconscious mind.
Your target market needs you to activate their reticular activator by being part of their thought process. In order to cut through the clutter and enter their conscious mind, you have to know your audience and what they are thinking. The audience, of course, is you target market. The way you cut through is by entering into the conversation that is already happening in your audiences mind.
Once you have their attention, it’s time to help them walk with you towards the logical conclusion you already have set for them: take action on what they read or hear. Here is where you have about 10 seconds to win their trust and convince them that you have the answer they want. Remember, purchasing is not always about what they need – its often about what they want.
If you can gain their confidence and interest that you have the solution, you have earned the right to continue the communication. Whatever method of marketing you are using, whether it’s a 30 second commercial, a business-card-sized ad, or a lengthy presentation, you are asking for their permission to continue leading them down the path to the sale.
Clear content does more than whet their appetite for more information. Clear content educates your customer on more than bells and whistles of your gadget. It communicates who you are, why they should choose you and what makes you a better fit for them.
When talking about a clear message, I want to emphasize the importance of using a great copywriter to help you sculpt your message. Most people think of a copywriter as the person that will keep your work from being plagiarized. But, in marketing circles a copywriter is a professional who has studied the art of selling through words. For a few dollars, they can help you sculpt and create an incredible message that will bring customers right to your door step.
If you are not sure how clear your message is, it might be time to have someone else take a look at it.
David Bryant Mitchell is a business coach and consultant that works with business owners and managers to create momentum in their business with strategies and tactics that they can implement today. These strategies are based on the five building blocks of business: Marketing, Leadership, Operations, Finance and Systems.