News

To Go or Not To Go

NASA famously employ a Launch Status Check for key parts of a mission, where various operators will either give clearance for a mission to proceed or flag an issue requiring a delay and further preparation.  This happens using a response of GO, or NO-GO.

It’s a framework which allows all key stakeholders to inform of their team’s decision as part of the overall process. Crucially, it’s designed to be quick and clear, meaning the mission director will hear the response, understand, and keep the procedure moving at pace (even if they may seem similar in sound).

Not Rocket Science

While audio marketing is about as far removed from space exploration as you can get, there’s something in the GO/NO-GO process really worth us paying attention to.

The nature of what we do means we need to help our audience understand and grasp what we’re saying – and to do so quickly. In a radio context especially, there’s a lot of information coming at the listener at any given time. To best allow them to take in our message, we need to give them all the assistance we can. In that sense, GO/NO-GO is a handy framework to keep in mind.

Clarity

By applying it to marketing communications, the focus on being direct and clear drives us to keep our language accessible and suited to the context of the message and the reality of the recipient. Think about ads you’ve heard recently and some of the words used. As an example:

Make a purchase of $100 of more to receive your free gift…

It’s a pretty standard line. If we play with the wording to increase immediacy and better suit an audio environment:

Spend $100 to get your free gift…

It’s now more direct, more efficient, and better reflects the way people actually talk to each other. Let’s now put the emphasis on the benefit to the consumer by flipping the phrasing:

Get a free gift when you spend $100…

By doing this we’ve taken the message from I guess everything looks OK and we can probably continue with the launch if you really think it’s a good idea at this time… to saying simply, GO.

Ready to Launch

This is not attempting to use GO/NO-GO as a decision-making process; but borrowing the concept of absolute clarity in delivering your message. By leveraging this you’re positioned for genuine impact with your marketing activity, to make it easier for listeners. As a guide, ask yourself:

• Are the words I’m using clear and immediate?
• Does the language keep my message simple?
• Am I adding too much detail?
• Is my focus on benefits for the listener?

When you work on your next campaign keep these in mind.

A message crafted with one eye on the GO/NO-GO prism will be stronger, as you’re asking less of the listener and giving them more opportunity to take in and process what you’re saying to them. It won’t get you to the moon – but should result in a more effective campaign.