Even complex customers need simple stories
When you have a fantastic brand with lots of powerful messaging and supportive data, it can be tempting to create a story that encompasses it all. But is that really the right thing to do?
Today, I’m sharing a link to a really interesting white paper by ZoomRx. It confirms what many of us already instinctively feel, underpinned by evidence from 30,000 personal sales interactions.
The key points are:
- Focus on 3-5 key messages and keep them short (10-14 words maximum)
- Customers who recall more than 5 or fewer than 3 messages about the brand are less likely to prescribe
- Use data to support your messages, but don’t overdo it
- Keep it to around 3 data points per message: more than this confuses customers while fewer can lack credibility
- Make sure your story actually connects the messages to build a compelling proposition
Unsurprisingly, doctors care most about efficacy and safety.
Slightly more surprisingly, these findings are from oncology – an area that is traditionally seen to rely on stories built around colossal amounts of data.
To find out more about building concise, compelling brand stories get in touch with us – we do this for our clients every day.
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