Don’t tell your message… Show it.

Having powerful messaging is critical to successful marketing communications, but the way in which that message is provided is of great importance as well. There are simply times when words aren’t enough.

Take your favorite sport, for instance. Think about the excitement of watching it on television – how rich of an experience that is. You can see and hear all the close calls and all the great plays. It’s almost tangible, right there in front of you. Now imagine for a minute we remove the television – no video, no audio – and replace it with nothing but a written play-by-play. How much of a disappointment would that be?

This same principle applies to your marketing.

In an ideal world, you would be able to have your scientist-customers experience your product effortlessly and at a moment’s notice. They would be able to understand the value it adds to their research instantly and first-hand. Reality, however, dictates otherwise. We must look to the best solution that still fits within reality – and the best solution certainly involves more than just words on a page.

“I really like working with you.”