A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.
If you focus on everything, you’re focused on nothing!
It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, isthat consumers don’t have the time, inclination or patience to try to figure out the point you’re trying to make. They need you to tell them the point you’re trying to make — clearly and concisely. Trying to do too much in one message only leads to confusion and frustration — in short, a disconnect between you and your target audience.
What’s in it for THEM?
When thinking about the key message you wish to convey, the most important thing you can do is try to put yourself in the mind of your target consumer and think about what’s important to them. Not what you want to tell them — but what’s important to them.
In this case, for instance:
- Do they care that you have a new campaign theme? No.
- Do they care about your service area? Probably not.
- Do they care how many years you’ve been in business? Not likely.
- Do they care about your new building? Your exceptional sales this past quarter? Your recognition from some trade association? No, no, and no.
What they care about — what we all really care about — is “what’s in it for me?” How will your product/service make my life easier? make me more successful in my job? in my relationships? What’s in it for me?
And if, by chance, your product or service meets many needs for your target audience, you need to prioritize those needs. What, at this point in time, given a particular communication tool and a particular target audience is the most compelling message you can send to convince the target to act?
That’s your focus.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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21st Century Secrets to Effective PR
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The Complete Idiot’s Guide to Strategic Planning
The Everything Guide to Customer Engagement
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