Business knows a lot of details about products and services they offer. In trying to share this information on a web site, brochure, email or in-person communications, they can drown out their message with bullet points and facts.

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The Curse of Knowledge in Marketing

There is an experiment where one person taps a song on a table top while another person tries to guess the name of the song. Its remarkably frustrating because the tapper thinks it is so obvious what she is tapping, while the listener is clueless.

• Have you had the experience of visiting a website and not having any idea what the company does?
• Have you had the experience of getting a mailing from a business and not having any idea what action they want you to take first.
• Have you seen an ad on TV, in print or online and been clueless what the company/brand/product is for?

Marketing, when effective needs to acknowledge the tsunami of data overwhelming us each day. Your message needs to help me understand what you can do for me – not, the laundry list of activities you do to help me. I may need a hole, and you are describing how you made your hole puncher. 

Law firms that communicate about technical filings or details of the law need to see that I may need your help protecting my trademarks. Once I have confidence that you can help me, then we can discuss details. First, I need to be assured that you can help me with the problem I have. I’m really not interested in how you do it.

We need clarity to hear and receive message.  Trade talk, industry speak or language used for internal communications can turn people off and deflect rather than attract business.

Home repair services need to tell me that they can keep my heating and air conditioning running smoothly all year long. Give me too much information, and it will leave me cold and disinterested.

Consumer packaged goods brands need to also communicate a benefit or value in simple language. In most cases, how will my purchase help me or solve my problem. (lose weight, more taste/less calories, organic, etc.)  Too much technical mumbo jumbo and it leaves a bad taste in my mouth.

A life coach that describes the techniques they use to help clients isn’t going to keep me reading your ad or messages in your email campaign. I want to know that you have helped people like me and that your greatest skill is listening. Keep it simple. I don’t really care that you understand Jungian psychology or the latest in behavioral economics.

WIIFM

Marketing messages need to explain, what’s In It For Me. (WIIFM). The me in this acronym is the customer.

Is your key message being received by your intended audience?

Need help making sure your message is received? Let’s talk.