Changing It How?
A lot of startups sport tag lines like the one above, which I spotted the other day on a van in San Francisco.
They’re “transforming” X, promising a “next-generation” Y, or delivering a Z that’s “made better.” Many boast that they’re doing X, Y, or Z “differently.”
These types of messages are missed opportunities because they leave unsaid the main thing a target audience wants to know:
What are they transforming X into?
How will next-generation Y differ from current-generation Y?
How is Z is better?
Essentially, different how?
Describing the Δ: How Great Strategic Messaging Quickly Conveys Stakes
The best strategic messaging very quickly communicates a delta (Δ) between how the target’s life turns out if they go with you and how it turns out if they don’t:
It’s hard to convey specifics about your Δ in just a few words, but some companies do it really well. Consider this subway station ad from TaskRabbit, which quickly, crisply describes a Δ: Do you want a future in which you’re out having fun, or home doing chores?
Even if you don’t know what regression testing is, it’s clear that Rainforest is promising a future in which it happens much faster:
One of my favorite ultra-concise strategic messages is this one from Twilio, which began appearing on San Francisco billboards a couple of years ago:
Twilio makes it easy for developers to build apps that communicate through text messages and phone calls. (When Uber texts that your car is arriving, Twilio made that happen.) The Δ here, for the intended target (developers), is emotionally resonant: If you’re not familiar with Twilio, you risk an unhappy future in which you look incompetent when your business-side team wants your app to send useful notifications. Get to know Twilio, and you can be a hero.
Tips for Communicating Your Δ in Ultra-Short Messaging Formats
Of course, complete strategic messaging is more than just communicating the Δ. In formats where you have more space, be clear about how you’ll help overcome obstacles to achieving the Δ and offer evidence that your story is credible, among other things.
However, in ultra-short formats — like the back of a van — use the few words you have to paint a picture of at least one of the following:
- The positive future you’ll help your target attain
- The negative future you’ll help your target avoid
- The difference between (1) and (2)
Interestingly, Shyp’s website does a much better job at this. “Made easy” may be overused, but they quickly explain the basics of the Δ: You can box up your stuff, arrange a Fedex pickup/wait at the post office, and pay more, or you can press a button, have Shyp handle everything, and pay less:
Maybe they should put that on the back of their trucks!
About Andy Raskin:
Andy helps leaders craft strategic messaging for more successfully scaling teams, boosting sales, and raising capital. His clients include early-stage teams funded by Andreessen Horowitz, True Ventures, First Round Capital, and other top venture investors. He also lead workshops on strategic storytelling. More at http://andyraskin.com.
Or follow Andy on Twitter: @araskin
