A Message That Speaks to the Heart

PSPINC offers a wide range of services that come with a variety of features. In similar situations, many companies focus on highlighting these features in advertisements, comparing them with competitors to show superiority—an approach often seen in comparative advertising. Ads claim, “Our service has more features” or “Our price is lower” to encourage use. However, it’s not always easy for such messages to truly move people.

Data alone seldom reaches the heart. To connect emotionally, the message must resonate on a deeper level. So, what kind of message truly speaks to the heart?

The other day, I watched a YouTube video of a visually impaired man on a street with a message board by his side. The board read, “I’m blind. Please help.” While this stated a fact, it didn’t seem to touch many people’s hearts. Then, a woman passing by rewrote the message, and suddenly, many people began to donate money. The new message read, “It’s a beautiful day and I can’t see it.”

What do you think of this difference? Whether the video is based on a true story or not, the takeaway is that “simply stating facts is not enough for a message to be effective.” To inspire action, a message must connect emotionally. Many successful companies, especially major brands like Apple and Nike, focus on conveying the experiences and feelings that their products can bring, rather than just listing features.

When creating ads going forward, I also want to prioritize messages that convey “what our products enable you to do” rather than “what features we offer.”

For instance, when considering our email hosting service, instead of simply stating, “This service has these features,” we could change the message to “A system that ensures your important messages are delivered with peace of mind.” I believe this could resonate with more people. What do you think? If you have any points you focus on when advertising your service or products, please feel free to share in the comments.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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ABOUT PSPINC

PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.

In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.

PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.

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