How to educate your customers effectively without causing confusion or turning them off
Part 3: Repetition Rules
Your audience may not have anywhere near your understanding of environmental issues. Almost certainly they’re not nearly as aware as you are of the benefits your product brings to them personally and to the planet. You may even have to overcome some deep-seated irrational or emotional barriers in your prospects.
It’s a very good idea to repeat your messaging in as many ways as you can. Try delivering the same idea via different media. Use various examples and analogies to get your point across. Be both persistent and consistent.
For example, you can speak about a topic at a conference, blog about it, offer an in-depth white paper about it, shoot a video about it, create an interactive survey addressing it, put it on an audio disc, hold a workshop or teleseminar, tweet about it, etc.
Don’t worry about overdoing it. Most people are so inundated with information that it takes a few times for a message to sink in. Also, everyone has their preferred way to absorb information. By sending your messages out using a variety of media (on- and offline short and long copy, video, audio, email, social media, live events, etc.), you’ll reach a much broader segment of your targeted population.Get more tips and insights by subscribing to my monthly newsletter on marketing and sustainability. Sign up here!