The 80-20 Rule of Effective Messaging
Here’s my simple rule for effective marketing: The first 80 percent of your message should be about your value: that is, how your product or service improves people’s lives or work. It should focus on lifestyle, emotion, business improvement and results. The first 80 percent should feature your thrilled customers — in testimonials, case studies, in text, audio and video — describing how much they love your products or services, and why. (Nothing you can say about yourself can be nearly as powerful as what your happy customers say.)
The last 20 percent of your message should cover the how. It should focus on your technology, specifications, methodology, process, steps, approaches, etc. Include these details, but bury them behind what motivates people to buy from you: the powerful, emotional, simple description of how you improve their lives.
The Evangelist Marketing Institute is a private strategy and marketing consulting and coaching practice with clients that include Logitech, TiVo, and Sprint, as well as a wide range of startups and mid-market firms. Details about my work are here.
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.
I'm a market strategist, consultant, coach and speaker for product and services companies that are looking for dramatic growth and increased revenues.
My clients include Fortune 500 firms like Amazon and Sprint - as well as publicly traded companies like Logitech, TiVo, Virgin Mobile and Yelp.