WHOSE NEED IS YOUR MESSAGE SERVING?

By Nick Michaels
Copyright 2013 American Voice Corp.

Whose need is your message serving? The station's or the audience's?

In the over communicated world, unless you make your message about the audience's need it will most likely be rejected.

Why will it be rejected? Quite simply, they don't have time for your need.

Trying to make the consumer understand your product, requires a time commitment on their part. Whether it is a :30 second commercial or a 5 second promo it starts with you tapping them on the shoulder and asking "excuse me, may I have :30 seconds to tell you about the new Chevrolet?" Increasingly, today, the answer to that is no! The reason for that answer is the over communicated world. A place where too much information is being processed through too little time.

So how do you overcome this obstacle? Make the message about the consumer's need. While they may not have time for your need, they almost always have time for their own needs.

Let's say that one of their deepest needs is spending more time with their family. Make your message about that and then figure out how to attach that message to your product. Instead of trying to make the consumer understand your product, be the product that understands your consumer and make the message about their needs. If you do that, it has a much better chance of being accepted.