To break through to everyone in your audience, use Message Maps to simplify your message. Your messages are most powerful when you speak heart to heart. That’s because people make most decisions emotionally – including buying decisions – whether or not they recognize that. Serving up facts and reasons alone won’t change people’s minds. Marketing … Continue reading "Speak heart to heart" The post Speak heart to heart appeared first on Crystal Clear Communications.| Crystal Clear Communications
Here’s a hard question marketers need to ask: What’s the one thing your brand wants to be known for? People will remember only one thing about you. When I first ask marketers this question, most respond with a short list of attributes that make them different from competitors. Marketers want to be known for unique … Continue reading "What do you want to be known for?" The post What do you want to be known for? appeared first on Crystal Clear Communications.| Crystal Clear Communications
Too many companies’ messages use abstract words that don’t paint a picture in customers’ minds. The problem is: abstract messages fall flat with customers. For example, a service rep might say, “We’re shipping your order.” Or “We’re shipping your pants.” Or “We’re shipping your new black Levi’s jeans.” Guess which message resonates best with customers? … Continue reading "Your message probably is not concrete enough" The post Your message probably is not concrete e...| Crystal Clear Communications
Does your audience buy into your message – emotionally? Do people find your message compelling enough to recall and act on at decision time? Here’s how to get to yes. Always answer your audience’s first question first, “What’s in it for me?” Why? Because humans choose what’s in their self-interest. People don’t care about you, … Continue reading "Your message is probably not compelling" The post Your message is probably not compelling appeared first on Crystal Clear Communic...| Crystal Clear Communications