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P E R F O R M A T I V E F U N C T I O N S I N
M A R K E T I N G C O N T E N T K A R L M O N T E V I R G E N
The Problem
Limitations in formatting space and interaction time are two common challenges facing
content creators tasked with developing effective marketing content.
LIMITED SPACE restricts the physical (or virtual) range in which text and images can
be placed.
LIMITED TIME (an assumption) reduces the audience's time of engagement in
identifying and considering propositional content in a marketing piece.
Negotiating these constraints requires one to think strategically about the arrangement of
content. Not only must marketing content present a clear set of value propositions, it
must also be conceived in such a matter that it can perform and elicit actions.
What marketing content says is secondary to what it does, and what it compels one to do.
Functions that drive content
Good marketing content skillfully frames propositions within the context of a scripted
experience. This experience plays a significant role in shaping both the perception and
reception of a marketer's propositions.
Marketing content, therefore, articulates itself on at least two distinct strata:
1. It makes a statement which explicitly features or implicitly embeds a set of value
propositions.
2. It attempts to initiate or elicit a state of action; it fulfills a "performative function" in
addition to a propositional one.
This latter point will be the main focus of this presentation. Let's define it before we move on.
A Performative function is the underlying set of actions assigned to a specific set of content.
These actions, which accompany the propositional attributes of an utterance, are nevertheless
distinct from those attributes on an operational level.
(one efficient solution)
A creative and analytical concept
As a creative concept, plotting a field of performative functions can help map out the
arrangement and distribution of action prompts prior to actualizing the content.
As an analytical concept, identifying performative functions can help diagram the underlying
motivations and strategies within a marketing piece.
Example:
Try our award-winning XT4 v3 platform FREE for 14 days--a
limited trial offer guaranteeing satisfaction or your money back.
Let's analyze the structure of this sentence from a grammatical and performative
standpoint.
On a (very) basic syntactical level
BASE CLAUSE
Try our award-winning XT4 v3 platform FREE for 14 days--a
limited trial offer guaranteeing satisfaction or your money back.
MODIFYING PHRASE
The base clause states the "main" proposition in the form of an imperative (try this
product) while the modifying phrase adds detailed information to the base clause (you can
receive a refund within 14 days of the trial period if you are not satisfied with the product).
Now from a performative perspective...
Performative Functions: What it "says" versus what it "does."The sentence can be broken down further into specific components reflecting an implicit
strategy that follows a deliberate sequence.
"Try our...platform": call to action (even more so if the statement has a
clickable link)
"XT4 v3": product identifier
"Award-winning": legitimizing descriptor (let's assume it's referring to a
prominent industry rating or award)
"14-days": time frame descriptor
"Limited trial" (period): time pressure statement
"Satisfaction or your money back": reassurance statement
A syntax of performative functions
In simple sentences, such as the one in our example, the "syntax" (arrangement and
sequence) of performative functions are often not a matter of great concern.
But in cases where marketing content consists of multiple text and images, a situation in
which a more complex design approach may be needed, mapping the syntax of
performative functions may become necessary to avoid problematic features that often
occur when content is poorly planned or structured: redundancies, needless repetition,
conjunctive incoherences, misplaced emphases, imbalances or contradictions in stylistic
presentation, etc.
Let's take a look at a more complex example.
Below is an email promotion from AMP futures (a financial brokerage). Assuming that
most people will spend the least amount of time reading an email promotion, AMP
formulates its strategy around this assumption, embedding detailed information within
their links, and symmetrically interspersing text with calls to action.
Company identifier
Main propositional statement (casual tone)
Product identifier
Call to action + How-to video link
Call to action + Product detail link
Product type descriptor
Process descriptor + process reassurance
statement (casual tone)
Call to action + Index of related products
Company reassurance statement
Call to action + support contact info
and chat link
Regulatory compliance statement
Call to action: risk disclosure link
Call to action: social media links
The performative functions can be divided into 7 sections.
1: Company Identifier > Main propositional statement (casual tone) > Product identifier
The first section constitutes the “base” sequence. It effectively states the main
propositional sets in a concise and clear manner--identifying the subject of the
proposition--the company; the main proposition--a product is being marketed to you, the
reader; and the object of the proposition--the product, its developer, and product
category or type.
2: Call to action + How-to video link > Call to action + Product detail link
This section is comprised of two calls to action that achieve the following goals:
It lets prospects know that there are other similar investment products available by the
same developer (in case a prospect might want more than one product, or in case a
prospect is looking for a product that better matches his/her financial goals and/or risk
tolerance).
It invites the prospect to view a complex list of performance metrics to evaluate the
product.
Both links prevent the email body from getting muddled with detailed lists and statistical
information, both of which can slow down the content flow and distract the reader.
3. Product type descriptor > Process descriptor + process reassurance statement
This section tackles the problem of explaining the whats and whys of automated trading. Instead
of taking a technical approach to explaining the technology, AMP describes the benefits in plain
language and a casual tone. The content is also written in a manner that assures the customer
that the technology will be handling most of the heavy lifting (“all you need to do is...and the
platform will take care of the rest”).
4. Call to action + Index of related products
This section provides an easy way for AMP to promote the entire list of over 600 products
without distracting from the main message or cluttering the presentation.
5. Company reassurance statement > Call to action + support contact info and chat link
Because automated trading is a risky endeavor, many investors, particularly those who are
new to this type of trading, may feel hesitant about engaging in the process. This statement
reassures the investor that their support team is familiar with all platforms and is available to
help investors around the clock should they need immediate assistance.
For investors who are interested but have questions about the products, they can immediately
contact support staff by simply clicking on the chat link.
TakeawayBehind every line of marketing content is a formulated arrangement of action-driven
functions; functions that reflect corporate messaging goals.
Establishing a keen awareness of performative functions and their syntactical designs may
be helpful in negotiating the limitations of engagement time and formatting space to create
content that delivers propositions with clarity, relevance, and resonance.
6. Regulatory compliance statement > Call to action: risk disclosure link
This section performs a dual function: it protects both the brokerage (as financial regulators
require brokerages to provide them) and the client. As cynical as this may sound, financial risk
disclosures protect brokerages more than they do clients as most disclosures are legalistic,
jargonistic, syntactically incomprehensible, and lengthy.
7. Call to action: social media links
This is a standard procedure for most companies who have social media accounts.
