People engage on three levels for most any form of communication. These levels are scan, read, and study.
The scan level is the least involved of the three. People who scan are looking for the bottom line, quick. If you don't reach them with your message, you may be missing some big business. Scanners are often senior decision-makers that don't have the time to look deeper into what you are offering but when confronted with a simple, clear message, they can decide if they want to explore (or send someone to explore) further.
At the read level, people will invest more time trying to understand how your message can help them (people do things for their reasons, not yours) advance their own agendas. They may check your website, ask you to send information, watch a video, or read one of your marketing brochures.
Those who engage at the study level want to know all they can about what you are offering, how they can get connected and/or purchase your product or service. They will go beyond checking your website and print materials...they want to talk with your people to accomplish their fact-gathering mission.
Each level is important to reach, albeit for different reasons. messagedrivendesign® provides the strategy to create an effective design that reaches people at each of these levels.
