Content Profile helps you achieve ‘content rapport’ with an audience. This is achieved by optimum delivery of the audience’s messaging hierarchy in copy and visuals in any communication, in any format or medium.

Content Profile provides you with pre-campaign empirical data to measure and predict the delivery of messaging in any communication and can compare various communications regardless of format. Furthermore, by incorporating the audience rapport model, it provides detailed guidance in both copy and visuals that will enhance communication performance by optimising rapport with the audience’s own motivators and frames of reference.

How does it work?

The ESP Benchmark Instrument contains a motivational recognition model derived from behavioural psychology. This model has been correlated with particular language content, patterns, graphics and image archetypes known to be the most significant features of people’s rapport models.

This means that – even without a particular audience model - communications processed through this part of the instrument are assessed consistently and rigorously for their delivery of messages in up to six generic motivational areas. Contribution from copy and visual are measured as well as their rate of occurrence (density) within the whole.

So different communications – even when in different media, formats or of different types– can be objectively compared, contrasted and developed.

This process can:

• Accurately assess messaging sameness/differences between communications

• establish benchmarks for success

• help achieve messaging consistency

• objectively compare competitive materials

However, the most powerful and effective approach is when the content profiling is analysed against the audience rapport model.

Push the audience’s buttons with precision

Engaging with audience members, either online, by phone or on paper allows us to elicit their rapport model in terms of motivators and their vocabulary and linguistic structures.

Processing the audience language through the instrument clusters it around the generic motivational categories and tailors those categories. These tailored motivational categories are given definitions and the category areas on the Audience rapport model Dashboard are given customised labels, all based on the audience language.

The instrument scores the incidence, frequency and stress placed on the motivators in the interviews factored by the way the audience have structured their articulation.

The scoring produces an audience benchmark across the Content Profile enabling motivational sameness/difference between different audience samples and providing a powerful benchmark for the communications analysis.

With this addition, the Content Profile provides you with pre-campaign empirical data to predict the effectiveness of any communication directed at the audience. And will help increase results, sales and take-out of key messages.

As well as guiding the balance of messaging, the instrument is especially useful for creative development as it combines the focus and clarity of the scored categories with the detail of the associated audience language, representations and key concepts.

This is invaluable as a practical aid to ensuring maximum rapport and acceptance of messages.