AdQA – Communications Pre-Testing & Improvement

How does AdQA Work?

AdQA articulates the Customer Experience of Communications	AdQA replicates and articulates how your customers see or hear your communications for the first time; the customer's experience of your communications … from initial awareness *… to asking detailed buying* questions**
A set of Questions, Tests, and Prompts	AdQA is a totally unique set of Communications Quality Assurance Questions, Tests, and Prompts that mimics the customers’ experience of any communication they see or hear. A single sign or instruction or advert or website; an exhibition stand and selling; even a lengthy brochure or report.
Can I do this myself? Can I apply AdQA to my own communications?	You could, but you couldn’t be sure it would work. You (and your agency) know too much about your communication. You know what you are selling or telling. You could still miss an ‘obvious’ and costly mistake. Obvious, that is, in hindsight. From seeing literally thousands of these 'obvious' communications' errors we've devised a 'law' about Communications Quality Assurance - Barrett's Law of Subjectivity, which states: Nobody can quality-assure their own communications. *They’re too involved* to be truly objective.** AdQA must be applied to a communication totally objectively and dispassionately.
*AdQA* should be applied by someone who:	♦ has had no involvement with that communication. Involvement = Subjectivity ♦ has never seen or heard it before - just like your customers ♦ is trained in Communications Analysis (ie analysing effectiveness) ♦ has experience in Sales & Marketing, Purchasing, and Quality Assurance ... three very different perspectives; very different ‘ways of thinking’ (Thinking Styles)
*AdQA* Questions	Key questions all customers ask (mainly subconsciously) when they encounter any new communication. For example “What’s being sold/told?” “What’s interesting about this?” "Why is there a need for this?” “Why should I buy it?” But also message-delivery Quality Assurance Questions, eg “Why should customers notice that?” “Why do you think they will understand that?” “How is this message/picture clear?”
*AdQA* Tests	Over 75 individual Effective-Communication tests applied to every word, phrase, sentence, paragraph, or image in the communication. For example: “Meaning?”, “Readability”, “Benefit?”, “Active v Passive”, “Picture – Words Synergy”, “Verbal Tic”, “Words-Flow”, … and the killer “So-What?” test. Verbal Tic record? Caroline Kennedy said “You know” 235 times in 41 minutes. Few people can recall what else she said in her Senator speech (apart from “um”).
*AdQA* Prompts For example: “What’s interesting?”	Generic suggestions that stimulate effective ‘answers’ to the Customer Questions. For example, lists of tips that prompt answers to customers’ unspoken questions such as “What’s interesting about …?” and “Where’s the Value for Money?” Prompts are used to resolve problems that the Questions or Tests unearth, and to create ideas for solutions or improvements. For example: one of the most ‘interesting’ things in the world is … a mirror! Some people find a mirror absorbing.
Ideas for new campaigns … even for new products	The Questions and Prompts are also a great mental stimulus in generating ideas for new campaigns and writing new communications. With the Tests, they can also create ideas for new or improved products and services.
	HOW can I use AdQA? – three delivery options
Have a Demo	Get AdQA assurance at a tiny fraction of your communications budget. Email us for an introductory discussion and demonstration of AdQA applied to any of your communications.