The personal ad for the recent divorcee read “I’ve been through the mill.” Was the message one of wisdom…or anger?
Marketing messages can easily be misinterpreted by audiences of every type.
Last week at the movies was a perfect example. As I waited for popcorn, 30 monitors taunted my diet-addled brain by suggesting Sub Specialty Cheese Sauce on my fries.
My immediate reaction: “Why would I want to put sub-par cheese on my fries?”
I later determined the cheese was something special to accessorize a submarine sandwich.
Remember, I’m the guy who hears “Every single person was happy!” and immediately thinks “Well, what about the married people?” Surely others are also overly literal or apply their personal filters to every message.
It’s an important consideration to help you minimize chances of customers misinterpreting any story you’re trying to tell.
Every customer reacts to your company and offerings based on their own experiences. Coupons, endorsements, and publicity are important, but bad personal experiences or poor recommendations may virtually guarantee they never buy from you.
A clear, compelling message should help you soften reactions from customers challenged by emotion or experience when it comes to your shopping cart.
Poor language usage is entirely on the marketer. If you think “Doing business throughout SD” means San Diego and I think it means South Dakota, who’s to blame…and who will suffer?
All of which means your message must be clear, unequivocal, and impossible to mangle.
I’ve found sharing intended messages with several people matching my customer profile helps fix concerns before they become problems. These reviewers find my inconsistencies and potential pitfalls.
This affords me opportunities to fix verbal hiccups before the general marketplace sees them.
Though this approach takes time, it provides a controlled environment and saves money, embarrassment, and angst.
Whatever you’re selling and however you’re telling your story, you’ll benefit by asking an informal focus group to confirm in advance that your message says what you want it to.
From personal ads to pianos, the last thing you want to do is send one message and have customers decide it’s something else.
With that said, I wish you a week of profitable marketing.
Give your marketing the right words at www.marketbuilding.com.