Making sure that the surface structures we create accurately convey the deep structures we intend is one of the greatest challenges people face when communicating through language, and subsequently, our marketing messages. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I was sitting at a restaurant in Hobart last week where I noticed a customer sitting on her laptop; she took a break from what she was working on and begin to scroll her newsfeed. She continued working though her feed until she stopped at a business post and began to read. She extended the post further to reveal it was quite lengthy, and it wasn’t long before it seemingly became too much and she moved on.

 

When I first begin working through my client’s marketing foundations, I find many are caught in the same trap they can’t seem to escape – an overshare obsession. That is, they tend to waffle on, and about all the wrong things, until their audience learns to scroll past or click out of anything they put out there. When I dig deeper into what drives them to do this, it all comes down to the same thing – fear. Fear that if they don’t share everything, they will lose their viewer.

 

Here’s a hard, but strangely satisfying truth – by being concise, you have more control over the message your audience hears. Once you start delivering a long, rambling message, you give your audience too much control. They will start picking the words that they think are most interesting, which I can almost guarantee isn’t part of your brand’s core message.

 

The way a brand “speaks” is more important than ever. Remaining current, relevant and influential is vital in keeping business alive long-term. So, how do you know what is the right thing to say and what is turning your customers off? Messages coming from your marketing and advertising need to be clear, to the point and state the benefit to the customer – this means it’s free of jargon and devoid of technical language. If you can read your message out loud in 7-8 seconds, you’re nailing it, any longer and you need to go back to the drawing board. What I suggest to my clients is they save their more detailed information for a more appropriate place, such as a blog post, and keep their initial message clear and concise and provide a link for those who would like to genuinely continue reading and crave the detail. Don’t fall into the trap of panicking and risk losing a potential customer because you’ve waffled on and provided no real value.

 

By saying less, you have more control.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Not sure if you’re putting the right messages out there? Let’s chat, we’d be happy to help make it super clear and easy.