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Do you say one thing but mean another? Sometimes, the message sent by our marketing pieces doesn’t convey the message we intend. A recent discussion on the PPA Forum reminded me of a similar discussion that always occurs when reading scuba diving magazines….
Any trained diver will tell you that it’s a no-no to wear your diving mask on the top of your head when not covering your eyes and nose (the proper way is to pull the mask down so it hangs around your neck — it can’t fall off or be washed away). Yet, the advertisements + product shots continue to show the masks worn improperly, perpetuating the existence of an improper technique.
The diving magazine aspires to instill good techniques, but the inclusion of those images sends conflicting messages to newer scuba divers.
But, wait, Betsy… how does this relate to photography?
It has to do with sending a consistent message to your clients. If your marketing pieces don’t convey the message you intend… then you could be causing confusion for your clients.
The diving magazine’s goal is to instill good diving technique, but the advertisements within the magazine send a conflicting message. As a result, the dive magazine has to spend time and energy replying to the complaints from knowledgeable divers (and dive teachers) about this problem.
Lucky for us, our studios do not depend on advertisements from outside companies for revenue. Therefore, we are free to bring our marketing pieces into alignment with the message we are trying to convey.
So, when you sit down do design your next flyer, or if you’re redoing your entire brand, take the time to make sure that your materials convey the message you want them to send.
