EFFECTIVELY SPEAK : So you have a huge campaign about to pop from your company coffers. You’re super excited about the key message you’re sending out to your fans and the sheer ingenuousness of the campaign. Then you think, how best do we translate this message to the customers in a way they will understand? We are here for you!
Messaging, wording and communication in general are key elements of every successful campaign. This is particularly so when your target audience includes a primary set -people who will benefit directly from a product or offer. There is also the secondary target – those who are influential in making the decision to buy or use the product or who can also benefit in some way.
We’ve put together some tips that can help you to hit the bull’s’ eye with your communication.
- Map out your key message
What do you want people to remember as the key message? Coin this in a simple to understand and easily accessible term. You can combine adjectives, adverbs and nouns or come up with your unique phrase. Also employ figures of speech to describe it. At the end of the day, the message should be clear and memorable.
- Who is the audience
Your audience might be a broad group of people or a smaller, fixed set of individuals. It is important to define the audience and pick out the main characteristics of the target group including their demographics, location and behavior. It will help to know more than the surface so you can adequately point out how to reach them but sometimes data can get in the way of making fixed message.
- Visuals! Visuals!! Visuals!!
Pictures speak! They can make or break any campaign. Make sure you’re using images that grab attention and evoke the emotions you want your audience to feel. The balance of colours, overview and the action of the objects in your image will help you to relate with the customers even before they see the text. Different platforms have different text limits, it’s safer to keep whatever text appears on the images short and to the point.
- In the eyes of the beholder
There’s the saying that beauty is in the eyes of the beholder. In the same way, different people will read different meanings. Think with the vision of your customer. How would you interpret your message if you were in their shoes? Look at your words and presentation from the standpoint of your target audience. Other members of the team can provide insight to what they think of the message in terms of text and image. You can ask external people (in a confidential way) to give their own insight of what the message and images say to them. Only when you’re sure that the message is well passed across should you go ahead to execute.
How to EFFECTIVELY SPEAK : It is time to set the ball rolling! The page your fans will see upon clicking your ads has been prepared to look beautiful, the creative is showcasing your unique brand elements and the message is clear and concise. Now put up the message and enjoy the response from the audience!
It is the possible that one or two things spring up in the minds of the customer and they react in an unexpected way to your message. This is fine, humans are pretty much unpredictable. So long as the feedback does not destroy the message it is intended for or ruin perception in the sight of fans, you are still good go!
The beautiful thing about digital is you can measure virtually every element to know what is working and what is not. You can switch creative, tweak text and rework videos and the landing page. In all, take note of lessons at every point and use this for future references. It pays to be in the digital space!
Temitope loves connecting with people through stories. She thinks technology is the best thing that man has developed, that and yummy ice cream! She currently manages social media accounts for leading multinational brands.