Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved
It has been an axiom of mass media to always play to the lowest common denominator. In the over communicated world I think that sends the wrong message subliminally. When you speak to the audience in an intelligent manner you are sending a message that says "I don't think you are dumb." The audience feels this and is grateful for it. It gets right back to where your focus is. Is it on your product or on your consumer? It's part of how we have to respect the new audience in this new environment. Respect their time, their feelings and their intelligence.
It is the same with the way your message is built. Generally, messages that open with the product get skipped. I read recently where 60% of online advertising is either skipped or ignored. Why? the answer is simple, you are interrupting someone who is looking for, or at, something else. This makes online ads even more ANNOYING than TV or radio ads, which is quite a feat..... unless it is such an interesting story that the interruption is considered an added benefit instead of an annoyance.
All this subliminal is now more important than the overt. The tone is more important than the words, the speed at which it is read is more important than what you are saying. The language you use is connected to the consumer's feelings about the message. Slow is better than fast. Smart is better than dumb. Quiet is better than loud. All of the above should factor into every part of your message.
No comments:
Post a Comment