This is how you can convey recipient benefits (not only) on the web at first glance!
Whether you want it or not, you have one. And not just one, but at least one for every "channel" through which you communicate with other people in any way. We're talking about the "channel promise". The crucial question, however, is whether you design it consciously or not - and whether the perception of your counterpart matches their channel expectations and, above all, your channel promise. Because "just tweeting" or setting up a Facebook page without being clear about the strategy and benefits for the recipients: that takes effort, but rarely brings the desired return.
In this article, I'll explain how to formulate and implement your bank data individual channel promises so that your intended recipients see the benefits for themselves as quickly as possible. Ideally, this will lead to them following you on Twitter, liking your Facebook page, subscribing to your RSS feed, or regularly visiting your YouTube channel.
In short: The channel promise answers the questions “What can the specific user expect here?” “What benefit does he get from hearing, reading or seeing what is being broadcast here?”
Self-image versus external image
Surprisingly, the way in which messages are perceived by others and by oneself via professional channels is often as divergent as in private life. The sender is often not even aware that he or she is signaling something completely different than intended. This can lead to the person concerned undermining their own communication goals with every statement.
Examples of this include untargeted email marketing, annoying event invitations or purely promotional posts on social media that have no discernible benefit for the recipient. The channel promise that these abstract is, for example, "Hello, I'm the annoying salesperson who immediately adds every business card he receives to his newsletter mailing list, who never contributes to his network but always tries to get as much out of others as possible." The result: the sender isolates himself more and more. Others block or unsubscribe from his channels. But they certainly don't recommend him to others and don't flock to him in large numbers.