Marketing vs. Messaging… Awareness vs. Interest

Whenever someone approaches me about creating content for their business, I always ask, “Are you trying to create awareness or interest?” And more often than not, they respond, “Aren’t they the same thing?” Now I’m no Noah Webster (to everyone who appreciates that reference, meet me behind the card-catalog next to the encyclopedias for a high-five), but I believe those terms have wildly different implications.

  • Awareness is about what you sell…information about your “what.”
    Interest is about what you offer…insight into your “why.”
  • Awareness is about repetition…saying something so often people can’t forget it.
    Interest is about engagement…saying something unforgettable.
  • Awareness is about marketing…showing your product to your customers.
    Interest is about messaging…drawing your customers to you.

There’s no denying the importance of building brand awareness; ensuring that when people need what you’re selling, they think of you. But in a world where people have been conditioned to tune out the continuous flood of ads and commercials, the first step to making people aware of what you have to sell is generating genuine interest in what you have to say.

If you’d like to talk about the messaging behind your marketing, contact R.J today!

Posted in Message Development
Tagged , , ,
Share Your Comments

Comments are closed.

SEO ≠ Searchers’ Engagement Optimization

This image has an empty alt attribute; its file name is SEO1-1024x964.jpg

I’ve always been intrigued by the science of search engine optimization (SEO if we’re talkin’ the talk), and fascinated by the idea of building a message around keywords and phrases that bring web searchers and surfers right to your post, page, or site. But I’ve learned that content without connection is just noise. And while noise can get people’s attention, it doesn’t hold their attention for long. Content that’s optimized for search engines is not necessarily optimal for “searcher engagement,” i.e. making a connection with readers that makes them want to know more. And without that connection, the only thing visitors will click when they get to your site will be the “back” button.

SEO is a ridiculously powerful, often magical means of drawing attention to your business and increasing traffic to your website. Just remember, the real trick is connecting…conjuring up a message that readers can relate to, and that they will respond to.


Would you like to explore adding a little messaging magic to your marketing? Contact the Wordsmith today!


Posted in Message Development
Tagged , , ,
Share Your Comments

Comments are closed.

Get Off The Elevator

Elevator-OutOfOrderBW

The elevator speech is a great concept; a concise yet compelling description of your business that you’re ready to deliver whenever the opportunity presents itself.

For many, though, the elevator speech is little more than a commercial; a rapid-fire list of products or services, and the offering of a business card that will soon be at the bottom of a recycle bin.

But what if we rethink the elevator speech mentality?  What if, instead of smothering a captive audience, we shared something that captivated them?  What if instead of trying to say everything about our product, we shared something about our purpose?  What if, instead of having to offer our card, we shared a message that moved people to ask for one?

Thanks to modern technology, it’s never been easier to be heard, and never been harder to be listened to.  And nobody’s going to be interested in what you have to sell if they’re not interested in what you have to say.  Stop trying to convince and start trying to connect.  Get off the elevator, and step up to a message that engages listeners and moves them to the only response that matters, “Tell me more.”

Posted in Message Development
Tagged , ,
Share Your Comments

Comments are closed.