Meaning what you think you said

Saying what we mean is vital to communication. As web site owners, getting our marketing message across clearly is the difference between success and failure in converting site visitors into paying customers.

Sometimes, however, what we think we are saying is not what’s understood by the public. For example, there’s an advert for a business on a local community radio station that’s an object lesson in what not to do.

The business in question has recently extended its retail premises in the face of greater local competition. Having decided to tell the buying public of this positive development, their radio advert comes across, to me at least, as something of an own goal. The script goes, “Yadda, yadda, so visit our new extended premises. If you can’t see what you want, we’ll order it for you.”

Now, I find it difficult to believe that I’m the only listener on hearing this that’s left with the impression that they aren’t going to find what they are looking for. What should have been a good news story has been badly diluted with the negative connotation that even with greater floor space there’s a chance shoppers will be let down.

What this business should be saying offline and on, is that their premises have been extended and now carry an even wider range of goods. A much more positive message to convey, most people would agree. Unfortunately, this business has spent time, money and energy on an advertising campaign that contains a subtle, almost subliminal, negative undertone that it may be more convenient to shop elsewhere.

But it is not just the fate of small to micro-sized businesses to get it badly wrong in the saying what you mean stakes. Cast your mind back to a certain brand of over the counter medicine with the strap line, “Nothing works faster than …”

The reaction to this was, “Right, I’ll buy nothing then if that works faster…” The efficacy of the medicine was never in doubt, only the marketing people that dreamt up the strap line. Unsurprisingly, the strap line was tweaked to “Nothing without prescription works faster than …” 

Whether it’s TV, radio or the web, it is always worth getting feedback on your marketing content before going live with it. Two or more heads are better than one when it comes to spotting potential clangers that you will live to regret. But don’t rely on the opinion of someone who is too closely involved with your company. Get trusted customers or test subjects representative of your target audience to take a look over the content. If any of the text trips them up or they need to ask for an explanation then there is almost certainly a serious flaw in the content that needs attention.

As ever, it’s better to be wise before the event than made to look a fool afterwards.