A Second Can Make Or Break Your Message.
February 13th, 2010 by Carolyn Parrs & Irv Weinberg, Mind Over Markets
They say there is no impression as powerful as a first impression. How’s yours? Have you got a nibble and then failed to hook your visitor? Or have you had that nibble turn into a strike? To add to the pressure, you just have seconds to invite your visitor in and start a relationship growing. That’s a lot to think about so let me go fast.
Make your message about them. Not you.
Say something that is personal to them and their needs. The realer you make it the better.
Be sincere.
Have fun. The green message should be full of life.
Here’s an example of what I mean.
For the Santa Fe Farmers Market, we wanted to focus on the very real differences between what you get at the Farmers Market and what you get at the supermarket. We wanted to make our communication about the farm and the farmer. We wanted to create a relationship between the customer and the grower to make the shopping experience personal and tangible.
“Family Farm, Not Factory Farm” was one of a series of ads that told the story quickly. We relied on theater of the mind to help us do just that. What’s that? It’s the information that you know your customer knows. It’s those built-in pictures you can draw on to tell your story.
Think of what you think of when you hear family farm? Red barns and sunshine. Fresh air and friendly cows. Chickens running free and running streams. All those communicate instantly. They say local. Fresh. Your neighbors growing food for the community. A real family proudly standing behind everything they grow. They say everything you want to say without you having to say it.
Now consider the image of a factory farm. Impersonal. Distant. Corporate. Run for profit, not for love. Plumes of chemicals fogging the air. Just the opposite of what you find in the back of a pickup at your local Farmers Market. See what I mean?
“Family Farm, Not Factory Farm” delivers a big message in 5 little words.
Good communication happens fast when it happens right. Don’t make me work hard to figure out what you’re trying to tell me. I’m working hard enough already.
