Use Customer-Focused Words For More Effective Communication

With the deluge of advertising that the average consumer encounters today, it’s more vital than ever to make your ads as poignant and relevant to your target consumers as possible. In this document, Richard Barry gives you practical ideas and techniques for putting the power of personalization behind your marketing materials. 

We’re living in a world of communication overload. Advertising messages are everywhere — loud, clear, and aggressively vying for our attention. On car bumpers, three-dimensional billboards, and cereal boxes. Pasted into e-mail messages, screen-printed on T-shirts, and projected on movie screens. These communication vehicles work full-time to attract, engage, and persuade us. The average person views 3,000 such messages every day.

And these ads influence us. We spend money on products and services that they promote. Although we might voice our disdain for the advertising industry and try to ignore their messages, we’ve learned to live with them.

Companies must recognize this reality, especially when developing a marketing program. Whether it’s an advertisement, flyer, letter, or other communication vehicle, companies must remember that it requires effort and creativity to impart messages with impact.

Start by using customer-focused words:

Here are some other words and concepts that you can incorporate in your advertising to get your message across.

1. You. Make a 'you' turn. To get customers’ attention and involvement, 'you' adds strength to sales pitches and draws the reader into marketing materials. Whether it’s 'you,' 'your,' or 'you’ll,' customers relate. Remember that 98% of people tune into this station: WIII FM (What Is In It For Me?). That’s what they want to know from the start — so tell them that the marketing message is about their needs, not yours.
2. Interest. Prospects and customers aren’t waiting in line to hear what you have to say. You’re competing for their attention. Your target customer is busy and distracted. Package and present your message in a way that captures their interest. Take a lesson from advertising icon David Oglivy. 'You aren’t advertising to a standing army; you’re advertising to a moving parade. An advertisement is like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.'
3. Free. This is a powerful word, one on which you can base an entire campaign, control the customer, and accelerate the marketing/sales process. It’s also one that advertisers too often use improperly and inappropriately. Cell phone ads are good examples of not-so-free offers. First, read the disclaimers (three-year contractual commitment, $149.99 per month, 10¢ per minute) then the headline (Free Phone/Unlimited Calling). Develop a better appreciation for the power of the 'free' word and the consequences of misleading information.

On the other hand, there’s no better word than 'free' for attracting attention and addressing the self-interest of a reader. Free offers bring in leads, build relationships, and populate prospect lists.

1. Your company name. Brand value forms a key component of your marketing activities. Company branding can be powerful and carry long-term value if you name a company and design and promote the look of it properly. For example, the average child will see Nike’s logo 20,000 times by the time they turn 14. That teenage customer will spend $18 for a $6 T-shirt with the logo — and become a walking Nike advertisement for years.

A well positioned, heavily marketed company brand pays dividends. The stronger your brand, the less important price or competitive threats becomes. A company that enjoys brand value has a built-in protection barrier. In the words of branding expert Al Reiss, 'If the Rolex factory burned down tomorrow, the company wouldn’t go out of business. They’d turn to suppliers to manufacture the watchcases and movements they need. Although deliveries might be interrupted temporarily, the Rolex brand would continue to dominate the high end of the watch market.'