"How much of what you're transmitting is actually getting through?" That's the first line of Seth Godin's blog post, Once more, but slowly. His assertion that we think people are "getting" our ideas the first time around, but they really don't, is something to pay attention to.
For my purposes, this relates to your Website content. I know that consistency is touted as key, but I think many companies confuse that idea and think it means you need to continually say the same thing over and over again in the same way. I contend that people "get" things differently and that it's up to us, as marketers and brand/product evangelists to present our message in a variety of ways that will heighten your odds of being "got."
Some people respond better to the positive spin about how much better life will be with your product or service. Others may have a much more powerful response to learning how the negative impacts of their issue can be effectively minimized. Still others will relate to a residual benefit that comes about when their challenge is solved in a particular way and buy in to get there.
Some possible takes:
- Customer A has reduced the amount of time their sales reps spend entering data into their systems by 8 hours per week.
- Customer B has access to updated sales forecasts 50% faster than he did before using our product.
- Customer C's sales reps have increased their sales by 30% because they're sales reps are on the street 8 hours each week longer and better prepared than they've ever been.
Okay, so I need more coffee, but I'll bet you react more strongly to one of those statements than the others. My point is that context is important. People are different. Repetition is important, but varying the ways you say things is the kind of repetition that can allow you to use a wider net and capture greater mindshare.
Oh, and lastly, I totally agree with Seth on this one. Skip the long parts. Becoming succinct will require you to learn to use the words that are important. The words that define your idea.
How are you addressing context at your marketing site, sales portal, and Partner extranet?
Have you simplified, but varied your content to ensure that the variety of people in your audience all have a chance to "get" your ideas?