Does Your Audience See What You Say?

 

 

When you are talking to your audience through your advertising and marketing efforts, can your audience see what you are saying? Are they creating the visual of your words in your ads, blog, tweet or Facebook update? In Bill Maynard’s book, Incredible Ned, the other children see what Ned is saying. He is forced into silence as when he says anything, it appears next to his head. Imagine as a brand if what you say appears next to the person hearing it. A big win for the brand as you have captivated them and when their visual is positive, you have a new customer. A customer that has an emotional connection to your brand and if your product/service performs well, you have a created brand loyalty. We could look at this and say once a purchase has been made that customer themselves is now showing everyone what you are saying however, it is a bit deeper than this because you have to brand your brand to get them to buy first.

Seeing What You Say

Seeing what you say sounds almost ridiculous until you really think about it. In order to build brand loyalty you have to build trust and we build trust from what we are saying; when people believe it. Does your audience need to see what you say? If you want them to see your product or service fulfilling a need that they may or may not realize they have, you need them to. They are focusing and concentrating on your brand and eliminating all other messages that are coming their way, even if for a short while. The audience has connected with your message by seeing what you say which allows them to establish the need and, in purchasing, is satisfying that need.

I did not know that I needed Lysol wipes. I knew I needed a clean counter top and previously the need was satisfied with some 409 and paper towels. Lysol came in and showed me that I was using a spray that was not only spraying the surface area that I needed to clean but others that required some extra paper towels. Their disinfecting wet wipe cleans my counter, removes the additional time in wiping down areas that were not intended to be sprayed and decreased the need for additional paper towels. I was sold. I saw what they were saying and purchased. I still purchase and have yet to receive a message from the paper towel companies other that it dries up a spill where my my Lysol wipes cleans up the spill. Big difference! 

Brand Challenges

In Incredible Ned, he has challenges as a brand does except his are that people do see what he says and they like it whereas with a brand the challenge is to get the audience to see what you are saying. His teacher sends him to the nurse. For a brand when someone pays attention and shares your name with someone that trusts them, they are hoping that they will have the same reaction. We want to be associated with a brand that others like as well. We need that common ground, that ability to talk with others and get their acceptance. With Ned he is bounced from his teacher to the nurse, who sends him to the music teacher, who sends him to the french teacher. He is being pushed around in the same way a message is within the audience and others that they want to introduce your message to. If this new audience is not seeing what you say, they are not paying close attention and have moved on to the next message that is coming their way.

Visual Thinkers

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