Are you “talking past” some crucial audiences?
[Just click on the screen to begin video]
This brief video—a hilarious satire produced by Rockwell International poking fun at its own marketing communication foibles—is an entertaining reminder for those of us who market science, engineering, medical, manufacturing, or similarly complicated products and services.
To wit, while it’s crucial to get the voice & message right for your primary audience (who might get the jargon), you should remember that you have secondary and tertiary audiences as well: behind-the-scenes decision-makers and influencers who must be positively impressed for major purchases.
Talk over their heads at your own peril.
This is why there is no such thing as a website with too much information—although there are lots of website that have lots of information that’s badly arranged and so nobody will ever find, let alone read.
So how do you pack in lots of content into a website without making a mess of things? Read more here.
Have a pithy comment or insight about this topic? Please add it below.