No matter how you slice it, messages matter!
A few days later, Twitter brought me a FastCompany article called the Basics of Neuromarketing.
Reading it reminded me of the 3-part “Tell’em broadcast axiom” I learned in my initial broadcast journalism class at Ohio State:
- Tell’em What You’re Gonna Tell’em
- Tell’em What Ya Told’em
And it is relevant today for associations and others seeking to communicate and engage.
And, what I learned in journalism and communications back in the 1960s is now being confirmed.
Here are the six points from FastCompany’s Neuromarketing story ... along with my commentary from j-school and 35-years in association communications and marketing:
1. Don’t Make It All About You
- That means spending less time talking about how great you are and more time talking about how you’re going to help a potential buyer who comes to your site.
- My PR prof put it this way: If you are selling grass seed, remember your customer is saying “to hell with your grass seed, what will it do for me and my yard?”
2. Don’t Take Too Long
- Our brains are getting inundated with messages all day long--so they respond well to pitches that are short and sweet. Short impactful statements on the homepage can do the job a whole lot better than huge blocks of copy that over-explain what you’re all about.
- From association communications: “Make it short, sweet and easy to repeat.”
- What our eyes see connects directly with the unconscious parts of the brain that marketers want to reach. Photos and pictures are a great way to “sell” concepts quickly and directly in a brain-pleasing way.
- From Journalism: “A picture is worth a thousand words.”
- The brain notices how you begin and how you end more than what you’re saying in the middle.
- This reminded me of my broadcast prof’s “Tell-em” axiom ... grab’em in the beginning and close by reminding them what you told’em.”
- If you’re too clever or too abstract, our brains are going to want to move on.
- Emotion hits our underground intellect more powerfully than the most effectively-worded argument.
- Marketing axiom: Sell the sizzle not the steak!
Tomorrow, I’ll share with you the tips and exercises I suggested to the association CEO.
In the meantime, remember to keep your association messages short, sweet & easy to repeat.