As we head toward the rest of 2020, the challenge of effectively projecting your message — and unique characteristics — to your target audiences is going to be increasingly difficult.
Media will remain neck-deep in coverage of the presidential race, as well as state and local races. The coronavirus will remain at the top of the news for the remainder of 2020. And who knows what other news is around the corner waiting to pull attention away from your message?
The competition for consumer attention has never been more challenging
Forbes contributor Paul Jankowski neatly sums it up with his observation that “…brands have a better chance of keeping the attention of a goldfish than their targeted consumer.”
Need convincing? Try these observations on for size:
- The average American is exposed to around 4,000 to 10,000 messages per day. Less than 100 of those messages will be remembered.
- Human attention spans have dropped from 12 seconds to eight seconds.
- According to a Deloitte study, the average American looks at their phone 52 times a day.
That means you cannot spend a lot of time trying to explain who you are and what you offer. It means that your message must possess simplicity and visibility to have a reasonable expectation of breaking through.
Wellons Communications solution: short messages and great visuals.
Our Orlando PR agency has consistently preached “keep it simple.” It’s a philosophy we embrace and one that underlines a strategic approach we consistently adopt to ensure our client’s message is both heard and recognized.
Arriving at that messaging, however, requires discipline and hard work.
To formulate the message (and the approach that backs it up), we work with clients to address the following questions and identify the message that will get attention and connect with their target audience:
- What is it you are selling?
- Why should your product or service matter to your target audience?
- What problem does your product or service solve?
- What is the benefit of what you are selling?
- What is the solution you bring to your target audience?
- What are you trying to say?
- What do you want your target audience to do in response to your message?
Once we agree on the answers to these questions, we are in position to determine what you should say and how you should say it.
And when we say it, we want to keep it short and memorable.
Communications have to go beyond words
Words are only a part of the communications process.
At Wellons Communications, we also promote the notion of relying on easy-to-understand visuals to project your message.
The old adage “A picture paints a thousand words” has never been truer than today.
Today’s consumers simply will not always make time to sit down and pore through an article or browse through a post — or even read your headline.
However, graphics and imagery can connect with consumers much faster than text. Witness the popularity of graphics-oriented apps like Instagram, TikTok and the many other photo-related apps that have become so popular.
That places a premium on a well-designed graphic that tells your story in an impactful, memorable way.
So, how can we make your messaging cut through the clutter?
We are bulldogs for adhering to simple solutions.
Keep it short. Keep it simple. Keep it understandable. And make it relevant to your audience.
If that’s the kind of approach you want to employ to improve your marketing, you need to be talking with us. You do the talking. We’ll do the listening. And together, we’ll generate the kinds of marketing results you are seeking.
Share your message with Will Wellons at 407-462-2718 or will@wellonscommunications.com.
Find out more about how our public relations and social media firm can make your messaging work harder, smarter, and more effectively.
