B-to-B Insights: A Perfect ‘10’
s Compelling: How forceful is your message? Have you connected with your readers’ hopes, dreams and/or fears? How have you persuaded your readers that they really need to find out more?
s Clear: Since e-mail can be deleted with a click, commercials skipped and mail tossed aside, direct marketers have somewhere between two-tenths of a second and two seconds to make messages understandable. So, is it instantly obvious what you’re offering? Why a reader should care? Why a reader should take action? Are the benefits of doing so readily apparent? Is it easy to see how to respond? Are brand messaging, graphics, standards or package concept getting in the way of any of the above?
s Credible: Consumers are skeptical of advertisers, to put it mildly. Are you delivering a message that is honest, realistic, sincere and believable? To what degree have you convinced readers to reduce their skepticism and actually read/listen to you? How about the brand behind the message? Is it well known and well respected? If so, how effectively are you leveraging the brand to maximize your credibility?
Get Them Involved
We know from the study of psychology that humans typically act on their emotions while using logic to justify their behavior. This is a fundamental concept of brand advertising. For example, consumers buy Mercedes Benz automobiles for the prestige they confer, while pointing to the vehicles’ superior engineering and safety to justify the purchase. We also know that humans always want to move from pain to pleasure. With all this in mind, let’s examine the second row of our pyramid, which focuses on tying into your target’s emotions and logic.
s Emotional: Does your message move your readers to laugh, smile, cry, agree, yell? What have you done to arouse the spirit of your readers? Is your message exciting, poignant or even disturbing to such a degree that you’ll get an immediate “rise” and, hopefully, response?