How to win the attention of your target audience?
Smart brands develop a hierarchy of messages that start off with a strong concept focusing on the main message, with sub-messages to different target groups and stakeholders.
How good are you at communicating?
It takes hours of interminable meetings to develop a credible and saleable product or service. Many departments are involved – production, finance, distribution… Communication is normally the last item on the agenda. By this time in a development process, all parties involved have often had their say and now they’re up for a battle in order to guarantee their items on the agenda, in the belief that this will add value to the product or service. The problem is that companies that want to say everything often end up being unclear and difficult to understand.
Everybody knows you only have a couple of seconds in which to capture people’s interest. When Apple launched their iPod, all they said was: “1,000 songs in your pocket”. Of course, there were lots of other functions that were unique to the iPod, but communicating this would simply have watered down the main message.
Smart brands develop a hierarchy of messages that often start with a strong concept with a focus on one main message, from which sub-messages to different target groups and stakeholders spring.
Essentially, communication is all about choosing what not to say. Unfortunately, we often find that few brands follow this basic principle.
Checklist
Do you know what the biggest advantage of your product/service is?
Does everyone at your company agree?
Can you list the advantages of your product/service on the basis of their value to customers?
