Avoid Information Overload
Not everyone in a business needs the same level of information about a product or service they may be interested in buying. Your marketing will be more successful if you present information to suit the different audiences likely to look at it.
BMA standing for Boss, Manager, Anorak is one way of guiding you how to do this.
The Boss will most likely want to know what it is and what benefits the product or services will deliver to his business and how much it is going to cost. This brief summary is sometimes referred to as the “Elevator Pitch.”
The Manager needs to know more detail about its key specifications, strengths, caveats, impact and function (a cynic may say, that he needs to know enough so not to make a fool of himself in a meeting). In practice he will need to evaluate and possibly sell the idea to colleagues. Ultimately he will plan its introduction. He or She is less likely to be concerned about the intricate details.
The Anorak, somewhere along the line will be responsible for the installation and integration of the product. They will need to know all of the ins and outs of the specification. They are also likely to be asked his opinion as part of the sales evaluation process.
In marketing a lot is said about correct targeting, getting your message to the right audience. What is less discussed is the need to present the right level of information to the right audience, this is where the BMA model is useful. For maximum impact, your website and other marketing tools should present information at differing levels to suit each audience.
How it was
In the dark days before the Internet, this was not easy to achieve, budgets typically dictated one printed brochure trying to achieve everything and possibly omitting details that may change during its long life.
Post Internet—everything changes, or did it?
The Internet opened up new possibilities to present information. You can build an interactive on-line brochure which allows information to be presented in levels to suit different needs and audiences.
This approach is well harnessed on the better e-commerce platforms such as Screwfix.
- At the top “Boss” level, there’s a product picture, what it is and the price
- If you click on it, you get the main product attributes, the “Manager” level
- If you want more information, you can click for the full specification.
There are also further images to look at, with some products there may be a video, and possibly the ability to download instruction and installation manuals.
This approach is widely used by E-Commerce websites such as this. It is just as useful for brochure type websites many of which still bear a close resemblance to their printed forbears with a heavy on text “dump” of information.
Health Check your Websites BMA
Whatever product or service you are selling, have a look critically at your website and those of your competitors.
- Does the Home Page define what you do, in the first few seconds of viewing?
- Does your About Us page should explain who you are and what makes you different?
- Can you easily navigate to more information on your products and services, ideally with one click?
- Is there a further option for more detailed information and possibly the download of datasheets, and for user manual and installation manuals?
- Does it use diagrams to explain operation and include a selection of images?
If all answers are YES, well done, it indicates successful implementation of the BMA approach. If your website fails and your competitors pass, then give us a call!