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Mar

I See Your Message But All I Read Is Blah, Blah, Blah

Lisa Stiles / Mar 26th / Comments

Mo•ti•va•tion (n.) – The reason or reasons one has for acting or behaving in a particular way; the general desire or willingness of someone to do something

As a copywriter, my mind is constantly full of ideas about how the words I write can move an audience to act. It’s the whole point of marketing communication, right? I want to persuade a person to take action – usually a very specific one.

The problem is, quite a few organizations fall prey to the belief that their audience thinks just like them, is motivated just like they are, and finds out about them just the way they would. Unfortunately, such assumptions lead to wasted time, unqualified leads, and miniscule ROI, if any.

I continually see marketing efforts that repeatedly shout, “We’re the best!” “Did I mention we’re the best?” “By the way, we’re the best!” “Don’t forget, you should buy/use/visit/pay attention to/partner with us because we’re the best!” These organizations constantly deliver messages that may motivate themselves internally, but they need to find a message that motivates their prospects.

In reality, the “we’re the best and biggest” approach means an organization is mostly speaking AT its audience rather than speaking WITH them. To truly engage a person you have to take some time to discover what motivates them – what are their needs? What motivates a woman to get up off the couch after 20 years of a sedentary lifestyle and join Weight Watchers? What motivates a physician to choose a particular service vendor over another? Or a patient to pick a certain hospital? Is a person excited, relieved, or happy that they found you? If so, you’ve hit on the right message.

What motivates someone is when the message you send to your audience fills a need. And for them to fulfill that need, they are going to have to use your service. But you have to pay attention and know what they need in the first place. Otherwise, you may as well be talking to yourself. And many organizations do.

Lorraine

Great post.

"The problem is, quite a few organizations fall prey to the belief that their audience thinks just like them..."

Yes. Part of the issue is "The Curse of Knowledge," as Chip and Dan Heath call it in their book Made to Stick.
In many healthcare organizations physicians sign off on concept and even copy. Though they don't think so, docs like copy that's positioned for other physicians, ergo the--to them--collegial medicalese that's so alienating to patients.

I always tell clients that superb products and service do not a USP make. In an extremely competitive market--I write for NYC healthcare organizations--an outstanding offering is the baseline, not the differentiating factor.

Beside, EVERYONE claims world-class, cutting-edge, innovative, blah, blah. If not quantified, such claims lack credibility.

Copy must always start with the patient--her fears, hopes, needs and wants--BEFORE moving on to offer medical services or pharmaceuticals as the solution.

TalstoneLisa

Thanks Lorraine - I totally agree. Often jargon slips in or a misunderstanding about the reading levels of the audience is apparent.

Everyone expects your service to be "quality" or "the best" - you have to dig deeper to reach the USP that truly resonates and raises the bar. After all, there's quite a bit of noise out there.

Really appreciate your thoughts!

tstitt

Along with Blah Blah Blah, my other (least) favorite type of writing is Barney Blah aka "we love you, you love us, let's be friends" copy. While only slightly better than talking to yourself (or looking in the mirror), Barney Blah also lacks the essential conversational engagement element you describe above. Customers don't make decisions based on how an organization appears its own mirror (Blah, Blah, Blah) or whether the organization is as nice and friendly as a purple dinosaur named Barney.

TalstoneLisa

I like the term "Barney Blah" - that's great. I'll have to remember that. There's more opportunity than ever for organizations to have actual, authentic conversations with their audience to find out what their needs are. It's a different dynamic.