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- Ken Uchikura Newsletter Vol. 310 A Message That Speaks to the Heart
PSPINC offers a wide range of services that come with a variety of features. In similar situations, many companies focus on highlighting these features in advertisements, comparing them with competitors to show superiority—an approach often seen in comparative advertising. Ads claim, “Our service has more features” or “Our price is lower” to encourage use. However, it’s not always easy for such messages to truly move people.
Data alone seldom reaches the heart. To connect emotionally, the message must resonate on a deeper level. So, what kind of message truly speaks to the heart?
The other day, I watched a YouTube video of a visually impaired man on a street with a message board by his side. The board read, “I’m blind. Please help.” While this stated a fact, it didn’t seem to touch many people’s hearts. Then, a woman passing by rewrote the message, and suddenly, many people began to donate money. The new message read, “It’s a beautiful day and I can’t see it.”
What do you think of this difference? Whether the video is based on a true story or not, the takeaway is that “simply stating facts is not enough for a message to be effective.” To inspire action, a message must connect emotionally. Many successful companies, especially major brands like Apple and Nike, focus on conveying the experiences and feelings that their products can bring, rather than just listing features.
When creating ads going forward, I also want to prioritize messages that convey “what our products enable you to do” rather than “what features we offer.”
For instance, when considering our email hosting service, instead of simply stating, “This service has these features,” we could change the message to “A system that ensures your important messages are delivered with peace of mind.” I believe this could resonate with more people. What do you think? If you have any points you focus on when advertising your service or products, please feel free to share in the comments.