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, is that 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.
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:
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.
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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Recommended Reading:
21st Century Secrets to Effective PR
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The Complete Idiot’s Guide to Strategic Planning
The Everything Guide to Customer Engagement
Best Practices in Influencer Marketing
The original version of this page was published at: http://blog.stratcommunications.com/the-importance-of-finding-focus-for-your-marketing-communication-efforts/
Since 2008 we've been helping clients with their traditional and digital marketing efforts to generate measurable results. Our background is in business journalism, marketing, corporate communicati... Read more
