Many people are familiar with Stephen R. Covey’s “7 Habits” (although I much prefer Dale Carnegie), one of which is to “begin with the end in mind.” But when crafting product messaging, I suggest you “begin with the beginning in mind.”
When writing a datasheet, web copy, case study or other collateral piece, I start by thinking about what the first paragraph should say that will make the reader want to keep reading and learn more. For a new website, I think first about what the home page splash screen should say and what graphic should accompany it.
If that first impression message is not compelling, your audience will most likely tune out rather than bother to continue paying attention.
For a presentation deck, I like to define a really good “icebreaker” slide first before anything else. It might be a compelling – even alarming – stat with a strong supporting graphic. It can be a quick story or interactive game, as long as it is directly relevant to your presentation. I once attended a breakout in which the presenter led off with an awkward “tell to your neighbor something interesting about yourself” exercise that had nothing to do with his chosen topic. It merely distracted the audience from his presentation.
My friends and colleagues know I generally like to go with humor; for example, I recently led a presentation on replacing expensive commercial software with reliable, supported open source technology. My icebreaker slide was this excerpt of a classic Calvin & Hobbes comic strip. I wanted to convey, in an engaging way, the core message that no one likes to feel like they’re being ripped off, forced to pay too much for something, and not being treated fairly… and that includes paying too much for commercial licenses with pricing accelerants and legalese intended to lock in their customers. Notice too how Moe, the bully shaking Calvin down for a quarter, is now in the minds of the audience as a symbol for their unrepentantly high-cost commercial software vendor taking too much of their money.
From that intro, slides presenting the proof points for smart and substantial open source savings and how to get started flowed naturally from that icebreaker.
“Begin with the beginning in mind” also applies to demand generation emails. Even before the intro paragraph, come up with the subject line. I have received three emails in a row from a vendor, each with the same bland subject line of “[Company Name] Newsletter — New e-Book”. I can’t imagine the open rate for these emails is anywhere near acceptable. I don’t accept the notion that email marketing is dead; only that poor email marketing is dead. During the company’s recent Boston World Tour stop, Salesforce.com agreed. Going beyond A/B testing, SFDC proceeded to present new features to make it easier to personalize email subject lines to optimize engagement as soon as the email hits the inbox. Begin with the beginning in mind.
As frustrating as it is, if the beginning of your message is not engaging, the end and middle of your collateral, no matter how fine, scarcely matters. But if you spend the extra time up front by beginning with a great beginning, a great introduction, you’ll find the rest of your message will flow from there much more easily – and your target audience will be much more willing to receive it and act on it.