The proverb with the worm that is to taste good to the fish and not the fisherman is actually a very, very old hat. However, it is the case with items of clothing and proverbs that some never come out of fashion.
Nevertheless, sometimes the impression is that this iron principle of marketing has at times been forgotten. The director must personally like the cover of the customer magazine. And of course, the headquarters, located thousands of miles from the target market, assert themselves over the decision of the local representation, even though they know the tastes of the target group much better.
And yet it is so simple: if a message is to have a sustained, positive impact in the mind of the consumer, it must be able to give him the answer to the question: “How do I benefit from considering this message?” Here, there are a variety of possible answers. The message must, for example, inform, entertain, advise or simply please the consumer. In short: the message must be relevant to the consumer.
The more exclusive, i.e. unique, the content is, the more attention the consumer will pay to it. Because exclusivity increases the benefit, the consumers feels valued and he will voluntarily pass on his knowledge to friends and acquaintances.
However, one further aspect is required for really successful communication. The message must definitely also be credible. For credibility, the context in which the message is sent is important, for example. If the message wants to demand maximum attention with a lot of noise, it will quickly be seen through as advertising and perceived as annoying. On the other hand, if it is embedded in a suitable context, such as a medium with similar content, and comes across as honest, the expectations of the consumers are met in ideal fashion.
The agency Grafenstein has worked on content creation according to this described principle for years and has called it the “triangle of success”. Only if all three corners are reached in equal measure is the content good and convincing – and the communication is sustainable.
A good example of how it is done right is the magazine Natur, Land, Hessen., which Grafenstein has produced on behalf of HA Hessen Agentur. The heart of the magazine is “region champions“ – people who embody the essence of the destination of Hesse with their engagement or their profession. The result is 15 varied enjoyable stories.