The burden of clearly communicating your message is on you as the manufacturer and or supplier. Recognizing this you must develop a concise message that reflects the problems your product or service solves for your buyers. Given the amount of messages the average consumer receives each day, you have a “minute to win it” …their attention that is.
Messages that are clear based on a thorough understanding of your buyers, buyer unresolved problems, and buying criteria instantly connect.
Messages that require an interpreter result in: Big-Money-Wasted as I shared in my post about a BMW message that literally made a theater of consumers grown when it came on.
Below is a good example of understanding what your buyers want and communicating your message…even without words. Cadillac has “Velocity of Message” which will result in sales velocity. (Sales that have direction, growth, and create momentum)
What do you think Cadillac was trying to communicate in this ad?
As consumers do you miss the “feature and benefit BINGO” approach or do you value companies that have a clear message…even without words?
If your buyers were to view your creative, your message, without copy, would they understand your message?