Archives For User-centric

I have been thinking more and more about one of the fundamental failures communicators are making in their work and was reminded of it when I drove into my local ShopRite parking lot the other day.

After renovations which made grocery shopping fun and delicious (new food court in the actual store!), traffic went through the roof. But the store didn’t stop there.

Thinking about the user experience even before we walk in the door, the management realized while shopping inside the store was fun, getting a parking spot wasn’t anymore.

putting audience first

So what did they do? Call them crazy, but I now have free valet parking at my grocery store. The first in the entire state apparently.

What are you doing to make the experience of your guests, audience, followers, supporters and volunteers to be a WOW-experience? Where can you go further to put their needs first?

If I looked at your website, is it really tuned for first time visitors? Or is your content set up in a way that “everyone else does it”?

Do you talk more about what you need from your supporters (like tons of “give give give! Just give us money!” type messaging) vs what they might really want to explore or hear about regarding their opportunity to participate in impactful work?

Do you talk more about you, as in your “institution” organization? Or do you really celebrate “you,” the person reading your content — you know, the volunteers, supporters, constituents who are the real heros, without which you wouldn’t have a job?

What can you do to pull out all the stops to out to put your audience first, kind of like giving free valet parking for me to run in and grab a carton of milk at my ShopRite?

When you produce any messaging for your audience, who are you writing for? Does it really show in your writing?

You see, so many times we end up writing for the wrong “me”

Instead of writing for “me” the reader who is going to end up reading the materials you are producing, many marketers write for “me” — literally themselves. Their writing ends up for their own edification. To serve themselves or their organization. Does this make sense?

user-centric messaging

Check out the awesome packaging I found in medicine aisle at Duane Reade recently. Imagine you have a cold, stuffy nose, cough and/or have a headache at the same time. You need to find something to make you feel better…pronto. When you walk down this aisle, which packages will grab our attention first?

The product marketers here took a very bold move and produced packaging with product copy that completely served the “me” that is the potential customer. Not the corporate brand that is trying to gain market share, brand equity, etc. Nope, this drug maker is completely focused on what is important at that moment in Duane Reade — the sick customer. Wonderful. I love it. Don’t you?

Now look back at your latest marketing collateral piece and tell me if you honestly can say that you produced it with the right “me” in mind.