Case Study Using Our Message Testing Framework
The Problem This Case Study Solved
Our client had complex content to comminicate. Their audience was their pre-retiree and retiree members, who at this stage they were just starting to get to know.
What our client did know was that their offers were valuable and helpful, but if their members didn’t understand what they were talking about all their investment in these products and services would be wasted. Not only might they weaken member loyalty in a competitve market, they may not gain the new members they were aiming for.
This Is Where Our Message Testing Framework Came In
To answer our client’s questions, we needed to know the language that their members understand and use. Knowing your audience’s language is why we developed our specialised qualitative message testing framework: Attention, Motivation, Comprehension, and Use which is drawn from Linguistics and Neuroscience.
Our Framework analyses whether
- The language grabs the qudience’s Attention
- The messaging creates the right Motivation to act
- The target market Comprehend the message
- The content leads directly to Use of the digital tool
For this project, we tested EDMs and social media posts, but we have also used it for statements, landing pages and letters.
We Delivered An Engagament Strategy Based On Language
Our approach is nmuch braoder than others that rely on Behavioural Insights or A/B testing. It takes into account how people read (their behaviour) what they understand (their lingustic competence) and the structure of the document itself.
For this client we identified a critical insight: the language they needed to retain current members was fundamentally different from the language needed to attract new ones. Mixing these two objectives in a single campaign guarantees sub-optimal results for both.
Our report told them
- 🎯 The optimal positioning that resonates deeply with each member segment.
- 🗣️ The precise language to use and to avoid
- 💡 How to layout and design the copy so that it engages and motivates members to take the next step.
Ready for clear messages that make your members and customers act with confidence?
When your business strategy relies on clear commication, your topic is brand new or highly nuanced, or the content is complex, we can help you understand the language your users understand and use so they know what are you talking about.
We would love to hear from you, and are always happy to talk through research methods and options with you, if you are not sure what you need. Why not get in touch for a free, obligation-free, and confidential conversation.
Find out more about Susan Bell Research.
