What Going Gluten-Free Taught Me About Messaging

Jul 22

I'm walking through the produce section of my local grocery store, buying berries and bananas for my 18-month-old toddler.

I spot the glorious mound of yellow smiles in the middle distance. But as I approach, a sign catches my eye.

"Gluten Free!"

I literally furrow my brow.

Of course bananas are gluten free, I think to myself. What a stupid sign.

But over the next few months I start to notice "Gluten Free!" signs popping up everywhere. And not just in the special gluten free aisle - but everywhere throughout the store, and always on obvious items.

Raw meat

Plain rice

Almonds

Eggs

Oregano

Do people REALLY need to be told that these items are gluten free? Gluten is wheat. Wheat is like bread and stuff.

Marketers must really think we're idiots

One year later I get the results of a GI Map after months of excruciating stomach pain that eventually landed me in the ER: I'm having an immune response to gluten, and it's off the charts.

While I'm not allergic, it's recommended that I significantly cut back or cut out gluten from my life.

Sigh.

Later that day I'm at the grocery store with my 2.5 year old who is definitely not in the mood and would much rather be home doing anything else.

But I can't rush this trip. I'm slowly walking through the produce section, completely unsure of what to buy that I can safely eat. And that's when I see it. A big sign, in bold letters:

"Gluten Free!"

Bananas, I think. I can eat bananas!

Then a few aisles later, I notice rice - that's also gluten free! And meat, of course! Eggs, too - we can do eggs, bacon, and toast!

Whoops, not toast. But hey, here's some gluten free bread!

I complete the shopping trip with ease and make it out of the store before Milo has a complete and total meltdown.

Your customers aren't stupid, but they are overwhelmed

In a world filled with endless choices and constant noise, clarity is a gift - to both you and your audience.

Just like those gluten-free signs helped me navigate my new dietary restrictions, clear messaging can help your customers navigate their needs quickly so they can confidently make decisions.

It's easy to assume that what is obvious to us is obvious to everyone else. But the reality is, our customers are juggling numerous priorities, just like I was juggling my grocery trip with a fussy toddler.

The best ideas no longer win. The clearest ideas win.

So, how can you ensure your messaging cuts through the noise?

Clarity at All Costs:
Avoid jargon and overly complex language. State your value proposition in simple terms. (additional reading)
Address Known Wants:
Understand what your audience knows they want (not what you think they need). Address their wants explicitly in your messaging. (additional reading)
Consistency is Key:
Ensure that your message is consistent across all platforms and touchpoints. This builds trust and reinforces your brand. (additional reading)

Just as those gluten-free signs turned a stressful shopping trip into a manageable task, clear messaging can turn prospects into not just customers and clients, but eager referral sources.

So take a moment to review your messaging. Is it as clear as it could be? Are you addressing your customers’ needs directly?

If not, it might be time to put up some "gluten-free" signs of your own.