Automate Supply Chain Risk Assessment
Predictive Reports from Real-time
Financial and Market Data
Predictive Real-time Reports
from Markets, News and Filings
- It’s long, like complex B2B solutions often need to be
- It’s transparent. What is the thing you get? If the thing you get is reports, say reports.
- It doesn’t contain cliche’s or “jargon-cliches”. The term supply chain is now so over-used it has become almost meaningless. Ditto for risk assessment.
- It’s detailed: the reports come not from “Financial” data, which could be almost anything, but from markets, which means equity, credit, or bond markets to the audience, from market news, and from market and regulatory filings.
For most of us, this is greek. But for a specific audience this means something, or is at least compelling. As my client I and crafted this messaging together, we searched our memory banks for specifics.
As you do the same, be suspicious of any term that rolls off your tongue too easily. Such as “market data”. Because that term’s ease is acquired through overuse. And overuse means it probably has less meaning than an alternative.
By examining the alternatives (such as the seemingly awkward term “filings”) we found an accurate way to describe how the complex becomes simple. And why the solution in question is valuable. Or at least we set the stage for doing so – after all, this just a slogan, not a content strategy.
But in the process of architecting this slogan, we cemented a product design roadmap.
Marketing and product design are the same thing. If you disagree, let me know why.
I’m really looking forward to 2020. Drop me a quick line and let me know what you’re going to be working on.
And have a great weekend 🙂
Footnotes & Errata
- By the way, are you one of the 12 million people whose WordPress site has the Yoast SEO plugin installed? I bet half of you are. And 99.9% of humans read content on a website that uses this plugin. Significance? Because the Yoast SEO plugin uses the Flesch-Kincaid Readability Test, pretty much all of literate humanity reads content that is influenced in some small way by Rudolf Flesch.