Now, on to the post...
As marketers, creating our message is one of the most important duties we engage in. As writers, you would think that this would be second nature to us. But even when we craft our marketing message, it's important that we make sure we really are saying what we intend to say. Better yet, we need to look at how we can craft our message to better put our prospects in the mind frame to look at it favorably. The truth is, the way we say something can either draw people to our message or contribute to repelling them from it. We set the context for our message; that is, we choose the words that determine how people should interpret our message.
Consider this: I live in Dallas, Texas. We have an ever increasing system of toll roads popping up all over. Recently, the North Texas Toll Authority (NTAA) started to move to an all electronic toll collection system. If you sign up for a toll tag, you pay one price (lower); if you don't have a toll tag, you pay the cash price, called ZipCash (higher). The camera takes a picture of your licenses plate and you are mailed a bill.
I have to admit that the NTAA has done a pretty good job at setting the context that the cash toll is a convenient, legitimate alternative to not having a toll tag. In other words, the bill you get is not a fine; it's just a fee. But where they can do better is how they compare the toll tag price and the ZipCash price.
Which sounds better:
1. Sign up for a toll tag and save 45% on all your toll costs.
or
2. Use ZipCash and pay 45% more than the toll tag price.
The words that we use set the context, don't they? One is stated as a benefit to the traveler, the other is stated as a punitive measure for the traveler. Now, some may say that the NTAA wants to send a punitive message to increase sign ups for a toll tag. Indeed, pleasure/pain are two great motivators in a marketing message. Just make sure you are using the motivation you intend.
Let's look at other examples of setting marketing messages context:
1. Purchase three books for $25 or purchase each for $10
or
2. Our books are $10 each, or you can purchase all 3 for $25
Just by the order we choose to communicate the prices (individual vs bundle), we can slightly change the context of the message. The first is a more punitive message (you will spend more per book if you don't buy all three). The second is more of a reward message (You can save money if you buy all three).
If you craft a message in a reward context, then you can further enhance the message by highlighting the reward:
3. Our books are $10 each, or you can purchase all 3 for $25. That's a savings of $5!
Context can also help you focus on what you want to highlight as most valuable in certain circumstances. Let's say, for instance, that you have written 2 books:
How To Create Heart-Warming Family Meals For Christmas
and
How To Create An Unforgettable July 4th Family BBQ
Each book sells for $20. You decide to run a buy-one, get-one free special. That means you sell both books for $20, right? With a little thought, message context can help you get the most bang for your buck.
If you run the sale in November/December, then you want to highlight the Christmas book as the most valuable:
Buy How To Create Heart-Warming Family Meals For Christmas and get How To Create An Unforgettable July 4th Family BBQ for free.
If you run the sale in May/June, the you want to highlight the July 4th book as most valuable:
Buy How To Create An Unforgettable July 4th Family BBQ and get How To Create Heart-Warming Family Meals For Christmas for free.
In both cases, the book with the most perceived value for the circumstance is the one you are "charging" for. The other becomes the carrot to sweeten the deal.
However, if you run the sale in August/September or January/February, then you may want to put them on an equal level:
Buy How To Create An Unforgettable July 4th Family BBQ and How To Create Heart-Warming Family Meals For Christmas together for 50% off!
No matter how you do the math, it's all the same to you from an income point of view. However, from a contextual standpoint, each message communicates in a much difference way.
Spend time looking at your marketing messages and ask yourself, "Am I saying this in the best possible way or is there a better context to use in framing this message?" With a little practice and attention, you can develop great skills at using context to help you sell your message.
Tony Eldridge
4 comments:
I really liked the different ways of saying the same exact thing. We all know they say the same thing, but until it is pointed out to us by someone else, many times it passes over our heads. I will definately be using this tip in my marketing. Thank you!
Author Philip Kledzik
http://authorphilipkledzik.books.officelive.com
"An Issue of the Heart"
"Painted Rooms"
Phillip,
Thanks for the comment. You are correct; and though the different ways of saying the same thing may mean the same to us, they can definitely have a different understanding to the person reading the message.
This, Tony, is one of my favorite topics. I cover it in The Frugal Book Promoter: How To Do What Your Publisher Won't.
It is important when analyzing one's method to also figure which one will be the most effective in any given instance. As an example for my book The Frugal Editor: Put Your Best Book Forward To Avoid Humiliation (theoretically negative) and Ensure Success (positive), I chose to put humiliation first. Partially because of the humor factor (it often gets a chuckle from authors who have been there!) but also because--in this case--that "humiliation factor" is stronger for more authors than the less tangible "success factor."
Your readers may be interested in reading Dr. Frank Luntz's Words That Work. In it he explains how messages are skewed with the power of words--in politics. Yes, we are manipulated, no doubt! But those techniques he talks about (and specific words) are also supremely useable by the likes of you and me.
Best,
Carolyn Howard-Johnson
Tweeting @frugalbookpromo
Carolyn,
Just by the title of your book and the reasons you gave on the wording shows that you really understand this idea of setting the right context in your message. The choices and order of the words we choose can definately help convey the exact message we want to convey.
Even the timing of the message can be part of the context. Consider this:
A father gets at new golf club for his Birthday and says, "I love birthdays!"
The same father witnesses the birth of his firstborn. While holding his new baby in his hands, a tear in his eyes, he says, "I love birthdays!"
Same words- only the timing (thus the circumstances) is different. And the message in each case is wildly different.
Thanks for the comment and the shared resource.
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