Doug DavidoffIt always happens. We finish developing a company’s message, we’ve put together some of their initial packaging and the owner calls us up to say something like:
“I was showing our new graphic overview to my [fill in the blank] (wife, friend, graphic design expert, etc.) and it didn’t go over as well as I thought it would.”
And thus begins one of the greatest contributor’s to ineffective messaging and packaging.
Here’s why:
Good messaging; no, make that great messaging is geared to a specific audience with a specific viewpoint and specific worries. The tighter your focus is to specific issues the more appealing it will be – and the more impact it will have.
For example, when we help companies develop messaging, we spend a significant amount of time getting clear on who we are trying to communicate with, and what their worries, issues and problems are. Then we identify how the client addresses those issues, which leads to the development of their message, and the packaging that goes with it.
A great message (and the only messaging that will work consistently is great messaging) is not designed to appeal to a generic audience. A great message is designed to drive desired actions within a certain group. Therefore, when you ask someone who is not emotionally involved in dealing with the issues you address for their opinion, their reaction – positive or negative – is not indicative of anything.
All sales and actions occur at an emotional level. The very act of asking the question, “What do you think” triggers the logical brain and thereby makes the results of the question moot (from a business perspective). I realize this may not sound intuitive, I can only tell you that it works.
HERE’S THE MORAL: Only test your message on “checkwriters.” My definition of a checkwriter is someone who is dealing with the issues you address, and is in a position where they can actually say yes to a business proposition – and pay you for it.