Non intimidating thesaurus
She quotes a BBC report that our attention spans may be as low as nine seconds, about the equivalent of a goldfish.
Hogshead says that the challenge to reach people with such a short attention span is to quickly capture their attention and “fascinate” them. Not only are we prone to talk this way in PR circles, but our non-PR audience can easily misinterpret what we’re trying to communicate to them. Cory Maloy of Snapp Conner PR suggests six methods to avoid jargon in your messaging: Content marketing isn’t anything new.
“Bringing the functional benefit of our messages to life isn’t a nice to have, it’s a must have….
We need to speak in an authentic voice and apply our proposition to our audience in a meaningful way.
I mention this only because sometimes a criticism about testing is a critique about some other aspect of a process (automation, for instance). In his essay, “Is Art or Math More Important in PR?
Sarah Love of March Communications writes that many companies identify their key features before they identify their value proposition.Here’s a thought experiment: Imagine that a PR professional or organization uses a small sample of people to determine an optimal message for mass distribution (be it by A/B testing, focus group, or other means).