Don’t let your content get lost in a sea of sameness
When it comes to landing your message and motivating an audience to action, understanding their current mindset is a vital step in producing informed content that cuts through.
Last month we refined our audience with the 5W’s. Let’s take it a step further…
Poorly performing content usually suffers because it’s too generic and gets lost in a sea of sameness. It’s trying to do too much, without doing anything particularly well. Time, energy and budget are spent and the results can be underwhelming.
How can we ensure that our messages land and our audiences are driving to action?
Three simple words… Think, Feel, Do!
Thinking, Feeling, Doing
By mapping out what our audience currently Think, Feel, Do about the subject, and what we want them to Think, Feel, Do after they’ve interacted with the content, we can tailor to fit. For example:
Message: A video of a senior leader talking about a brand new training opportunity for store managers
Audience: Customer facing store managers and deputies
| THINK | FEEL | DO | |
| BEFORE | The only thing I know about training is that there’s a lack of it! | I feel flat – I want to do more but don’t have the resources | I’m using external resources to find management tips |
| AFTER | Ok this sounds great! Can’t wait to get started | I’m motivated and I feel listened to – we’ve been asking for this forever! | Where do I sign up?! |
So what conclusions can we draw?
Currently the audience is pretty fed up with the lack of opportunities. They’re keen to learn and they’ve been asking for support but don’t have the resources. The audience would benefit from feeling like they’ve been listened to. The plan for roll out and/or signposting to further information should be clear, as should the timeline – they’re keen to get going! Overall, a personal message like a piece to camera from a senior leader would have a stronger impact than an email or animation.
Top tip: No doubt you know your audience well but try and gain insight to inform your Think, Feel, Do thinking to ensure the thinking is sound.
It doesn’t stop there!
When we worked with Adobe’s Sales Enablement team to produce video content that would turbocharge sales, Think, Feel, Do was a vital tool in helping us to understand their audience and craft content that would resonate. Find out more about it here.
If you want to speak to us about how you can use Think, Feel, Do in a future project, get it touch!
