Recently I was helping an acquaintance of mine with choosing the right book for her minorly dyslexic son. She was already thorough with her research and options and had narrowed down a few books for me to choose from. When I looked at those books, the first question that popped in my head was
- ‘Who are we buying these for – the kid or the mother?’ and
- ‘What problem/(s) are being addressed?’
I suddenly realized how I had often been in a similar situation with my clients where what was ‘required’ was being discussed without giving a thought to the real problems that needs to be addressed.
This often leads to creating strategies that will most likely FAIL! Yes, that’s right.
Our recent experience
Last month, a client approached us to create a brochure for launching their Diwali Special Collection. The classic client brief received was – ‘highlight the products like everyone does!’
Our team not easily convinced (for the client’s own good, if I may add!) asked them some point-blank questions to fully understand what was exactly was the client’s goal –
- Are you only targeting existing customers?
- Why should people buy your Diwali Special Collection?
After brainstorming on the questions above, our client realized that there was much more his brand was offering than just great products! Like,
- ease of online ordering,
- attractive packaging and
- even doorstep delivery
which would be a blessing to their users especially when its Diwali and there’s a long to-do-list!
Post that, we also reasoned them to include a short description about themselves, their story, their clients and the USP of their products as they planned on reaching out to newer customers too. And this should be a part of all big collaterals till they become Cadbury of their industry. Thus, was created a catalog that was informative, convincing and sharp!
Clarity means conversion
No matter what your collateral is it should communicate well and enough. Wondering how to know If you have communicated well and enough to make your users take the action. Here’s a simple set of steps to follow –
- Identify the purpose of communication
- Figure out the problem or needs you are catering to
- Make sure the copy hits the solution to the problems/ needs
- Mention the CTA like signup, order, register and this can be coupled with information the deadlines, date range or any other T&C that can impact the buying decision
This won’t just help you develop a clearer communication but also improve the conversion rate.
In the end, I would conclude by saying that a beautiful design may attract your audience, but only clear communication will initiate an action. Always ask, what problem are you trying to solve and for whom?
If you think your communication is being ignored or confusing your user, we’d happy to help you build a brand communication that’s “clear and loud”. Drop your details at https://www.codesignlabs.com/project-enquiry