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How can you tell everyone everything they need to know about you in the space of one teeny conversation? Tougher still, how do you tell consumers everything they need to know about your brand in one content marketing strategy? It’s an age-old struggle, made even more crucial with society’s shortening attention spans, but it’s not impossible.
Clinical psychologist Dr. Ali Mattu of YouTube’s The Psych Show released a video on how to communicate complex information when delivering a public speech or presentation. Thankfully, these tips work just as well when applied to a brand communicating with consumers.
Know your audience.
When you’re communicating information to a group, you should know who they are, why they’re here for your content and what they value. You can’t deliver to your consumers unless you know what they want, after all. And having shared values will make them more likely to listen and invest their own time.
There’s no time for a slow build-up with content marketing. You may be tempted to hold off on your best selling points for a grand finale, but by then, your audience might not be listening anymore. It only takes seconds for consumers to decide if they’re interested in your brand or not. If you want to grab their attention early (and keep it), you need to lead with something spectacular.
We can’t stress enough how important storytelling is in this business. If you want to reach consumers, you need to relate to consumers. Offer up a personal story or craft a meaningful tale that relates back to your brand. In order for a story to be effective, it should be moving, powerful and tied to your brand’s goals. Whether you’re making them laugh, cry or some combination of the two, you want your consumers to feel something.
Nobody knows your brand better than you, but you need to meet consumers where they are. Don’t get caught up in complex jargon or inside baseball coverage. Connect old information with new if necessary to demonstrate your point or utilize examples an outsider could understand. Use everyday language and explain in the simplest terms who you are, what you do and how you can help.
Don’t try to be something you’re not. If you’re panhandling to fit each and every thing that you think a consumer wants, you’ll never be able to establish a true connection or earn respect as a brand. People are already wary of being “sold” something and have zero patience for false pretenses. If you believe in your brand, you’ll find the right audience – the honest way.
For more information on how City/Studio can help you communicate quickly and effectively with your consumers, click here.
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