Key Message Blunders part 1: Presumptuous Use of YOUR
Key Message Blunders part 1: Presumptuous Use of YOUR
In promoting their company, many people like to present its products or services as already adopted by or already belonging to their market. This is how the presumptuous use of your often appears in slogans and mottoes. Better to articulate an authentic key message that reflects the thoughts and feelings of the ideal client.
Consider these examples:
- "Your view" - with a photo of the view from a new condominium development.
- "Your family pharmacy" - on the storefront sign of a drugstore.
- "Your outdoor store since 1946" - on the billboard for a camping outfitter.
The falsity of such statements is intuitive to anybody but their authors.
To example 1, one might respond, "No. Not my view."
The same would apply with example 2. One might respond, "No. Not my family pharmacy."
When encountering example 3: "Not my outdoor store. Not since 1946, either."
The crux of the problem is that the word your always speaks to the reader as the recipient of the message. Your never speaks for the reader as the thinker of the message in self-reference.
Moreover, your never means my or our. Hence, "Our new president" could be a perfect slogan to accompany a photo of the recently appointed president of a company in that company's internal newsletter. "Your new president" would register awkwardly.
A good key message plants an intuitively acceptable idea into the mind of the reader instantly.
Unless a promoter can present to their market what actually belongs to or has been adopted by every person in their market as their own, then the use of your has no place before the market's eyes. It is effective at confounding people and ineffective at getting into their minds favourably.
Better to articulate an authentic, basically relevant key message that reflects the thoughts and feelings shared by people who match the ideal client profile.
- Glenn R Harrington, Articulate Consultants Inc.
http://www.articulate.ca/
Questions and Answers
Over-promising implies low or misguided expectations and gullibility in the reader and it triggers skepticism. Better to articulate an authentic key message that reflects the thoughts and feelings of the ideal client.
Many companies choose to present their achievements in their promotional efforts while the focus of key messages ought to be on providing solutions to challenges that the ideal client faces.
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To increase cost-effectiveness in marketing and create cost-efficient public relations, do not cast a wide net. Tighten focus on communicating authentic key messages to your ideal client profile.
If your company does not already distinguish itself as uniquely valuable to a niche of the global economy, then your company needs to identify itself and its value proposition in the same few words as the ideal client would use, and propagate that key message in renewed marketing and brand management.
In coining names, slogans, mottos, brand promises, and other key messages, many marketers for independent business simply get it wrong. They key: Really understand the ideal client first, then use their own words for authentic key messages that work.
Twitter, Facebook, blogging, or newsletters? What's best for a small business to manage its reputation, develop client relationships, and get an edge in its market? Get 13 points on each in terms of important features and commitment required.
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