What makes great brand messaging? Marcia Yudkin (@marciasmantras), one of my favorite marketing experts, spoke about creating captivating brand messages in a November 2017 post. By the way, if you want to learn more about getting a solid marketing concept across in next-to-no-words, I recommend subscribing to “The Marketing Minute.” This nugget of wisdom pops into your inbox once a week and delivers a fabulous return on the minute you’ll invest in reading it.
But I digress.
In her post, Ms. Yudkin mentions a travel company that organizes trips to Tibet. Impressed by her visit to its website, she requested a report featuring essential travel tips. The report—which she found “remarkably informative”—was chock-full of do’s and don’ts, sample itineraries, and other valuable information. Subsequent emails, she noted, were equally helpful. “What a great example this is of building credibility, inspiring trust and extending a hand to interested strangers!”
The key to great brand messaging she says is understanding your audience and what it might need to know about a topic, service, or product. “Be specific,” Ms. Yudkin says. “Be surprising. And be significant.” That is, eschew fluff.
When writing for technology, specificity—the nuts and bolts—goes without saying. Yet, why not try for surprise, significance, or an interesting juxtaposition? If you were writing about your company’s latest generation of storage servers, what would you say that would make your readers sit up and take notice?