Adapt Your Message to Suit its Purpose

Your Business cards. Website. Pamphlets. Store signs. Trade show display. You have your list of features and benefits, but should they appear the same on all these? One might think that regardless of the medium, your message should be consistent. I’m here to tell you otherwise.

Your message needs to fit its purpose. My printer was recently surprised when I told him not to put my logo or company name on top of a trade show display I was ordering.

“How will they know your company name?” He asked confusedly.

“They don’t need to. Not at first,” I explained.

I figured I have two to three seconds to grab someone’s attention as they walk by my booth – better to let them know what my company does rather than give them a name that doesn’t convey much. I opted instead to place the logo on the bottom.

A client of mine has a pool supply store, and the sign above the store used to say the company name, which is Blue Waves. Thousands of people driving by daily likely had no clue what Blue Waves was, and they sure didn’t go out of their way to stop in just to find out. Seeing this lost opportunity, I discussed it with my client who recently had it changed to say “Pool Supply” instead.

Your marketing must be utilized for its intended purpose. The name on a storefront needs to quickly tell the public what you offer; your website needs to grab ones attention and then offer deeper layers of detail. A postcard should quickly summarize your company’s services and benefits, and a label on your product should display your company name and website address.

Marketing for its intended purpose decreases customer confusion and increases targeted inquiries.