Categories Categories Select a category Archives Archives Select a month 5 steps for a successful digital communication plan for your business 5 steps for a successful digital communication plan for your business read moreHow information kills your promotion? Contrary to a widely held myth, information is the enemy of persuasion. Not even his friend. Indeed, too much information is the number one killer of ads, presentations, speeches, and brand communications in general. How information kills your promotion? How information kills your promotion? Contrary to a widely held myth, information is the enemy of persuasion. Not even his friend. Indeed, too much information is the number one killer of ads, presentations, speeches, and brand communications in general. Most people think they can convince,
sell, or persuade uk email list providers statistics, and product features. It makes it feel super smart but it doesn’t produce any business results. In fact, the more information you put into a message, the less benefit you can get from it. Information is what websites exist for. So you can cover every minute detail of your offering in your site content. This is where you can go deep by offering blog posts and white papers, for example. But please don’t do this with your ads! An advertisement, an effective communication message must lead prospects to more detailed information and push them further on the path to conversion. It doesn’t change minds, it just moves customers in the right direction: from ad, to website, to content, to store, to purchase… That’s how the process should work! Too often advertisers try to take a shortcut,
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thinking they can do it all in one ad. This demonstrates a lack of reflection, a lack of strategy. There is usually no emotional hook. And worst of all, no story! This approach is pretty much communications like this: “Spread the word.” all accompanied by the specifications and characteristics of the product. Or a listing of all the details of the upcoming event, of all the products on sale! All overloaded with performance figures, each more incomprehensible than the next… . Here’s an example: Every week, many local hearing aid companies put out big, full-page ads in the press. This is a wise media strategy, as the newspaper reaches seniors very effectively. However, the implementation is counter-productive! The announcements are disjointed and above all exert enormous pressure to buy
they’re filled with nothing but hard-to-grasp facts, retail features, and little business tricks. It is therefore easy to win this marketing battle simply by removing the facts and adopting a more emotional approach. Older people certainly want to hear things about their well-being rather than a litany about their hearing problems. If you ignore highlighting the emotional benefits of good hearing and start talking about the latest techno-magic hearing aid find, you’re completely missing your communication! Advertising is a specially designed platform for stories and emotional benefits. The imaginary part of the sales pitch, if you will. Record product features, details, proof points and testimonials for your website and sales brochures or for sales pitch once customers are in your store or office. But be careful, even in this case,
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you must use the information wisely! In a Harvard Business Review study that addresses the underlying problem of too much information and the unnecessarily confusing paths it creates for a purchase decision. We can quote this sentence: “Companies have intensified their messages, weighing that the more information they provide, the better the chance of retaining increasingly less caring and disloyal customers. But for many consumers, the increasing volume of marketing messages is not an empowering factor, rather it proves to be overwhelming and increases the pressure to buy, even at the risk of causing a phenomenon of psychological reactance . Rather than lure customers to their offers, marketers push them away with relentless and ill-conceived efforts on engagement.
Add to this that the frenzy linked to the use of digital channels and media tends to maximize the importance of tools to the detriment of messages. If today it is an understood fact that by calling on the right professionals it is quite easy to find your online audiences, you still have to deliver them a coherent message to encourage them to consider your offer. We were able to read a study that compared the online advertising of two brands of digital cameras. Brand A used full technical and functional information such as megapixel count, oversized memory and resolution details.
