What you don't say speaks volumes - Showtime Digital

What you don't say speaks volumes

11 April 2019 Read 1348 times

When you ask a child how old they are they’ll tell you they’re 5 ½. Hey, it’s a big deal when you’re 5. When you’re 45 and someone asks you the same question you may be inclined to tell them you’re 38.

It’s a very human response to compensate for what we see as our flaws and inadequacies.

This is also true when marketing companies and personal brands and is often evidenced with the language we use on our websites and social media platforms.

Let’s show you one common example of what we mean.


The self-appointed headline - We’re No.1!

Below we see an IT provider with the headline ‘Australia’s No.1 Services Provider. Awesome… so… where’s the proof of this? (Note: The company's identity has been excluded).

They say they’ve been ‘voted Australia’s best MSP for the past 9 years and there are no awards to prove it. If the consumer must hunt for this information, they may feel like it's a lie. 


They could be excellent at what they do, they just don’t express this effectively. Instead they overcompensate by relying on terms such as ‘innovate with technology’, ‘better support’, and ‘do more’. 

There’s also the overuse of the word ‘your’. It’s like the salesperson who says your name too many times during the sales call. ‘Your’ means you’re being sold to. 

It could be worse though; the IT industry is notorious for baffling people with their endless acronyms, at least they’ve avoided that (barring the use of MSP).

My question is if they’ve spent 9 years working diligently on being voted the best MSP in Australia, then why have they neglected to spend 1 week crafting an effective brand message?

Ummmmmm! What could this mean?

It means they don’t know who they’re writing this for because they don’t know their client base.

Sure, they know who buys their product, but they often don’t know why. For example, they may know their buyers’ age and sex, the type of suburb the live in and, their home life. They may even know the external triggers and the events leading up to an enquiry.

What they don’t know is the meaning behind the purchase, the mental anguish, the fears and frustrations or the aspiration and desire. This is the most valuable information to understand what drives customers to purchase.

When a company knows these details, a page becomes structured and deliberate, and because of this, the interaction comes alive and means something to the viewer.

To know how to define your buyer download this persona eBook.


How can you communicate better with your buyers?

The Budget Direct page below expresses their offer in a much more elegant manner. It’s clear they have a much better understanding of their client and what’s important to them.



Putting aside the fact Budget Direct have a great TVC campaign, the product is central to this page. Whilst Budget Direct know consumers like the TVC, they still need to communicate what’s in it for their customers to encourage purchase.

Below the products board, they’ve elegantly displayed the 4x Money Magazine Awards. They’re not centre stage but below the main message as if to say, “This is what you should expect when getting insurance from us”.

Below this are 4 icons for: 24/7 Claims, Award-winning, Tailor made insurance and Guaranteed repairs. In each instance, detailed explanations add relevance to why consumers should seriously consider Budget Direct. There’s no waffle here and not a mention of better service or flexibility. Each point is expanded on and adds benefits for a customer to purchase.

Each point on this page reflects the time spent in understanding their clients. It’s beautiful to see and a pleasure for consumers to walk through.

It doesn’t take much money or investment in time, you simply need to know the process. Click here to download the ebook to get started.

What will you discover?

  • The step-by-step process to create a buyer persona.
  • The motivations, goals and frustrations of your buyer.
  • You’ll discover how your consumers purchase.
  • The channels you should use to find buyers

The power you’ll have as a marketer will be profound and change your results forever.

Happy marketing.

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.