Is Your Message Connecting? Use This Simple Gauge

Someone outside your campaign can easily say it back to you in a sentence or two. 

Let’s say, you own a landscaping business and you’re offering a special on tree-trimming. You create a marketing campaign that will amplify this great opportunity to new and existing customers.

And the messaging looks something like this:

As the area’s number one landscaping company, we’ve serviced our city for more than 25 years. We’re reliable, trustworthy and get there on time. You can count on one of our landscaping technicians to make your backyard look like a paradise! We wanted to offer an amazing special! For a limited time, you can get 25% off tree-trimming along with our other range of services. Call us today and see why many others like you have trusted us!

What’s the main message here?

At least 5. And if we’re talking about the special, then we’ve certainly buried the lead. 

Your target audience should be able to easily say it back to you. If they can’t, then you might be saying too much. 

Think of an effective message for your company like a delicious chocolate milkshake. What goes into the milkshake? Just a few ingredients, but man it’s good.

Now imagine you add seven additional ingredients to your milkshake.

What happens to the chocolate? You’ve diluted it and not even your dog will drink it. 

Let’s try the tree-trimming campaign again. This time with a few less ingredients: 

Want your backyard looking pristine? Call today for 25% on tree-trimming and we’ll transform your background into a paradise. 

If you’re still not sure before sending your message out into the world, try it on a loved one. Then ask them to share what they think the message is. 

If they can easily say it, then you’ve got a recipe for an effective message.