Key Message Blunders
Part One: Presumptuous Use of Your
1. Presumptuous Use of Your
In promoting their company, many people like to present its products or services as already adopted by or already belonging to their market. This is how the presumptuous use of your often appears in slogans and mottoes. The basic problem with this is its confounding falsity. There is a better way.
Consider these examples:
The falsity of such statements is intuitive to anybody but their authors.
The crux of the problem: The word your always speaks to the reader as the recipient of the message. Your never speaks for the reader as if thinking it in self-reference.
Moreover, your never means my or our. Hence, “Our new president” could be a perfect statement to accompany a photo of the recently appointed president of a company in the company's internal newsletter. Because of its non-inclusive positioning, "Your new president" would register relatively awkwardly.
A good key message plants an intuitively acceptable idea into the mind of the reader instantly.
Unless a promoter can present to their market what actually belongs to or has been adopted by every person in their market as their own, the use of your has no place before the market’s eyes. It is effective at confounding people and ineffective at getting into their minds favourably.
Better to articulate an authentic, basically relevant key message that reflects the thoughts and feelings shared by people who match the ideal client profile.
- Glenn R Harrington, Articulate Consultants Inc.
Click for Key Message Blunders 2
Click for Key Message Blunders 3
Click for Key Message Blunders 4
Click for an overview of key messages
Click for three reasons why independent businesses need key messages to succeed
Click on the pilot