Communicating value means walking your audience from exposure, to awareness and attention, to understanding, to evaluation and yielding, to retention, and finally to action.
2. 2
Communicating Value
Communicating value means walking your audience
from exposure, to awareness and attention, to
understanding, to evaluation and yielding, to
retention, and finally to action. This response
hierarchy model is the path that takes a person from
just learning about your product or service to taking
action on it.
The Response Hierarchy Model
3. 3
Communicating Value
Stand out and break through the clutter
Clear, upfront statement of the product benefits – unless you
expect counter-arguments
Captivating visuals
Clear conveyance of what hot button(s) are important
Remember, to you it is important...to others, it is just one more
thing to filter through
Exposure, Awareness, & Attention
5. 5
Communicating Value
Be clear what you are saying
State the purpose upfront
The viewer/listener/reader should never have to work to figure
out what you are trying to communicate
Use simple, concise language
Avoid amusing but confusing
Understanding
7. 7
Communicating Value
Benefits...not just features
Make two points clear: (1) your benefits; and (2) what makes
you better than other alternatives
Ask two questions: “Why do they buy?” and “Why don’t they
buy?”
Advantages should be: (1) believable; (2) important to the
stakeholder; and (3) concrete in nature
Evaluation and Yielding
9. 9
Communicating Value
Be memorable
Use a picture to replace words
The more concrete a word, the higher its imagery value;
“leather seating” is easier to visualize than “quality”
Repeat Information
Ask questions; they prompt attention
Use analogies
Retention
11. 11
Communicating Value
Get them to move
Usually communication efforts are aimed at getting people to
do something
Motivate and make the next step in the process as easy as
possible
Tell them what to do next
Action
13. 13
Communicating Value
Read related articles on Thunderbird’s Knowledge
Network:
It Is ALL About Your Customer
The 5 Laws of Change
How to Communicate Value
Delivering Value Through Service
Learn More