Giving Voice to Your Marketing Personality on the Web

By Jerry Bader

If You Don't Someone Else Will

Every company has a personality whether they know it or not. If you don't develop
and foster an appropriate marketing personality for your company, your employees
and customers will do it for you, and that could be disastrous. Successful companies
pay serious attention to creating and implementing a dominant corporate identity;
and use it to deliver a consistent, coherent and cohesive Web-presence in the
methodical and persistent pursuit of the company's core marketing objectives.

Marketing Personality and the Web

With the right marketing personality in place, companies can deliver their message
in a memorable manner using all the assets at their disposal. Unfortunately, most
businesses have failed to connect the dots between this not-so-abstract notion of
marketing personality and its implementation in the ever-expanding Web-based
business environment.

Today every business has a website; a company's Web-presence has become their
single most important marketing platform, able to reach millions of potential
customers on a one-to-one basis. But despite its promise; the Web has failed to
live-up its potential - not because it can't, but rather because business leaders
resist using its inherent multimedia capabilities.

Prospects are People Too

The Web like marketing is not about technology but rather communication; in order
to attract, inform, and persuade our prospects to become customers, we must
communicate how our companies can benefit those prospects; and in order to do
that, we must relate to those prospects in a very human way.

Experienced marketing executives understand most customers make purchases
based on wants rather than needs, and that relationships trump hard evidence in
the decision making process. The bottom-line: people buy things they want rather
than things they need; and they buy them from people they like and trust, rather
than from the lowest bidder.

A reliance on technical answers to human questions is a strategy doomed to fail. No
matter how large or small you are as a company, and no matter how many
prospects and customers you have in your database - they are all people not
abstract business entities; their decisions are human not mechanical; and their
dealings with you are based on relationships not transactions. Failure to grasp these
fundamental issues has lead to botched business tactics like telemarketing that
irritates, offshore service centers that regurgitate proforma answers, and websites
that run on autopilot ignoring real enquiries from real people with real concerns.

Anyone who has every tried to decipher the arcane assembly instructions on a new
product should know enough to know that written Q&As, FAQS, and database driven
knowledge bases are not a substitute for the sound of the human voice. After hours
of racking your brains trying to figure out what the instructions mean, they all of a
sudden become clear when your spouse or friend reads them to you aloud. We
understand, we learn, and we relate to what we hear. It is a primal imperative.

How We Learn, Comprehend, and Remember

Despite the evidence most people think visual presentation is our primary intake
sense and that has lead to Web-development decisions and marketing attitudes that
just don't add-up. There have been a number of studies that confirm verbal
presentation as the primary sense with which we learn, understand, and remember
what we experience. In her paper, Implications from Cognitive Research, Farzad
Sharifan, PhD (University Mt. Lawley, Australia) presents research evidence that
auditory presentation is superior to visual presentation.

There is ample evidence that we as a species grasp meaning, and comprehend
more, when information is presented in the form of linear anecdotal narratives
(storytelling) than in a straightforward recitation of factual information. In her
research paper, Information Relevance and Recognition Memory: First, Second, and
Third Person, Narrative, Bree Patrick Luck, Dept of Psychology, Georgia Southern
University found Storytelling results in better factual recall of material than non-
narrative presentation; and oral storytelling is a cross-cultural instructive method
that promotes motivation, comprehension, and memory. These are important facts
that should not be ignored when we think about delivering our marketing messages
on the Web.

The hyperlinked nature of the Web provides a non-linear method of pursuing
information, that as a communication method for presenting, persuading, and
embedding our message in the minds of our audience flies-in-the-face of our
natural instincts to relate, comprehend, and retain information presented in a linear
oral narrative.

Giving an audience of distracted, attention-deficit Web-browsers the opportunity to
hyperlink their way out of your carefully and expensively constructed website, is like
leaving your front door open and wondering why your dog disappeared - audiences
need structure and a linear framework within which they can absorb your message
presented by a distinctive signature voice. If you find this concept runs contrary to
prevailing visual design thinking - it does, because most visual design schools teach
visual design not communication.

David Pisoni, professor of psychology and cognitive science and director of Indiana
University's Speech Research Laboratory, is one of the nation's foremost authorities
on spoken language processing. "We are interested in how people perceive and
comprehend spoken language, This involves everything from the perception of
phonemes [sounds] and syllables to word recognition, to what we call lexical access,
or how people locate and retrieve the sound and meanings of words in memory, to
sentence comprehension and spoken language understanding." Some of Pisoni's
findings need to be understood by marketing professionals wishing to use the Web
as a communication vehicle:

1. Familiarity with a voice helps the cognitive processing of the content;

2. Audiences store vast amounts of voice-related characteristics (pitch, speaking
rate, dialect, gender, emotional state, and eccentricities) all of which provide a rich
oral-rendering of personality and character that in turn enhances understanding
and memory;

3. Voice is not an abstract ephemeral sense; it is concrete, substantive and richer
than its visual alternative.

The Practicalities of Signature Voice Representing Marketing Personality
Using audio to deliver your marketing message and brand personality on the Web is
not technically challenging, but understanding the implications and impact of such a
presentation requires someone with an understanding of the psychology, medium,
environment and process.

Some small business early adapters have instinctively understood the value of oral
presentation and have used it to present themselves on their websites. I won't say
that this will never work, but unless they are a trained voice-over talent, it is
unlikely that they are achieving what they want, compared to what could be
achieved if done professionally.

Another group of earlier Web-audio adapters are professional speakers, authors,
and expert presenters. It seems like a natural for this group to present themselves
on the Web, but the ability to speak in front of an audience armed with copious
Power Point slides, is not the same as delivering a Web-based presentation. Whereas
a live conference audience will ignore stumbles, stammers and slip-ups, a Web-
audience will interpret each mistake as a blunder. Like a photograph that displays
every wrinkle and line in your face, so a flawed audio presentation will project a
sloppy and amateurish persona.

The Familiar But Not Quite Recognizable Choice

We have all sat in front of our televisions listening to commercials with the sounds
of familiar voices. Big-budget advertisers hire big-name actors to portray their
products in fifteen- and thirty-second spots. Unlike straightforward testimonials
these unnamed famous voice-overs make subtle use of voice recognition: Keffer
Sutherland speaks for Ford, Sam Elliot for IBM, Gene Hackman for Lowes, and on
and on, but none of these famous actors are actually identified.

According to Mark Forehand of the University of Washington Business School and
Andrew Perkins of Rice University, in their article presented in the Journal of
Consumer Research, "the presence of a celebrity voice can influence brand
evaluation even when the consumer has no idea that the voice-over was provided by
a celebrity … When consumers did not recognize the celebrity, their brand
evaluations shifted in the direction of their attitude toward that celebrity… This
effect is called assimilation… Ultimately this is one of many examples of implicit
cognition in advertising response – advertising features that influence people
independent of their conscious awareness."

What does this mean for the average business wanting to add a signature voice to
their website: you do not need to hire a major movie or television star to present
your material, just a voice-over artist who can emulate the style, cadence, and
deliver of a well-liked personality that represents the marketing persona you want
to project.

With enough variation of voice characteristics, the savvy marketing manager who
has properly defined his company's personality and selected a representative voice
can take full advantage of 'implicit cognition' while projecting an independent, cost-
effective signature personality that takes full advantage of the psychological
advantages of Web-based voice-over presentation.

The Rational Approach is Highly Over-rated

In Malcolm Gladwell's book, 'The Tipping Point,' he points out that patients tend to
sue doctors who don't spend enough time with them, rather than doctors who are
incompetent. For the most part, consumers of medical services don't sue doctors
they like, even if they screw-up.

Customers are people and they react with their senses and instincts like people.
Until we as marketing professionals learn to deal with customers as human beings,
and relate to them on a human level, we will never achieve what is achievable, and
our websites will continue to disappoint.

Jerry Bader is a principal partner of Ontario-based MRPwebmedia (http://www.136words.com, http://www.mrpwebmedia.com, and http://www.sonicpersonality.com). He can be reached at info@mrpwebmedia.com, Telephone: 905.764.1246.