Sometimes The Problem With Our Message Is Us
In my last post, I talked about the importance of simplicity and authenticity in our messaging. Complex, obtuse and, worse, overly clever messaging does a disservice to the point we’re trying to make. And most of the time, it detracts from getting that point across.
Sometimes, though, this just seems impossible. We struggle with distilling the key takeaways or the so-whats. What keeps emerging is far longer and more involved than what feels right.
Or, we do manage to distill the message down to the one or two central themes about what this product or service does. But when we review the output, we feel, well, blah.
In those cases, if we’ve done all we can, if we’ve brought our best minds to the table, and still nothing, then we may need to face up to a hard truth.
The problems could well be us.
Maybe our product or service just isn’t up to scratch. In the context of everything else that the customer has to choose from, maybe the point isn’t getting across because what we’re offering isn’t resonating.
There could be any number of reasons for this.
It isn’t differentiated in a meaningful way. There is nothing unique about the offering, how the consumer views it and consumes it.
There’s no emotional engagement. We tend to get this in consumer situations, but, even in B2B situations, customers buy because they feel emotionally connected to the offering in some way - it reduces their risk, gives them job security, it positions them differently.
There’s too much going on with the offering. We’ve made it more complex than it needs to be. We’ve added elements that the customer doesn’t appreciate. We aren’t focused enough.
It takes more effort than the customer is willing to put in. Either understanding it, or implementing it or using it is more work than anyone wants to put in. Especially when our goal always has to be to make it easy for the customer - as easy as possible.
Any one of the above is a problem, and a combination of them is nothing short of dangerous.
And when thats the case, as hard as it is, as difficult as it is to swallow, it’s important to realize that it’s time to go back to the drawing board.
Because, almost always, the problem is with us.