Whatever the business communication you are working on, even if it is not something for business use, the art of getting your message across is to concentrate on putting into words and images what is in your head. This is what writing is really about – conveying your thoughts into a message which will be understood in someone else’s head and as a print design tip, it is one of the most powerful.
Two things come out of this – firstly, that it is important you think clearly and are able to visualize what you intend to have as a finished product to offer your audience; this includes conceptualizing the entire process from first encounter with a prospect, the anticipated journey through the buying process and the final delivery and after-sales care which you want to deliver.
Secondly, while you want to conceive of a clear message from your side of the divide, you want the prospect to understand your message – for them to understand the problem they have, for them to realize this can be tackled and that it is in their interests to act, and when they decide to act, that they understand you are the provider of the solution above all others.
This is a lot to take in but we can boil this down to very simple concepts and the most important is to focus your ad, your section of a brochure, your chapter in a white paper – whatever the print project is – to focus on selling one thing at a time!
Let’s take an ad – how many times have you seen an ad which has a great product or service with a fantastic price, but you can’t see where you have to call or email or what you are supposed to do? There is just too much information being thrown at you from the piece that you suffer overload?
In fact, you probably are not aware of any such ads because your brain has automatically shut them off from your consciousness – it is only when you go looking for bad examples that you will become aware of them.
The rule is – one ad – one message.
This does not preclude you from exercising your creativity – it is not enough to say, “Buy this one now! Call 800-800-8080!”
Pick one of your products and then reverse engineer; look at what the product is able to do, what purpose does it serve, what unique problems or applications does it have? Once you have identified these, what are known as Unique Selling Points or USP’s, you can then identify the target market which this problem afflicts; you can now craft your ad very specifically and very deliberately telling this target section that you have the answer and they need to buy your product.
This is important as if you leave focus, your ad, your brochure, even your simplest of business cards, will become muddled and incoherent and this reflects on your business and you.