What Dial Testing Reveals About Messaging That Works

In today’s fast-paced, information-heavy world, the way companies and political leaders communicate with their audiences can make or break their reputation. Whether it’s a product launch, a crisis response, a CEO or political speech, the language, specificity, and choice of messenger are crucial elements in shaping public perception.

President Donald Trump’s address to a joint session of Congress, marked his first significant speech since his inauguration. The dial testing of 1,000 American registered voters conducted by Dialsmith and Clarafy Research*, following the address, provides fascinating insights not only for political strategists but also for corporate communicators. The survey’s real-time moment-to-moment data captured voter reactions to key segments of Trump’s speech, providing a treasure trove of valuable lessons for businesses and political leaders aiming to refine their communication strategies.

The key findings of the dial testing highlight where connections were made with the participants and reveal missed opportunities.

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Here, we break down the results and the implications of the data:

Key Insights and Messaging Takeaways

1. The Power of Language: Connect to an Overarching Vision

One of the most significant findings from the dial testing was the distinction voters made between effective and ineffective language use. As President Trump delivered his speech, certain moments caused strong emotional reactions, both positive and negative. However, when he relied on recycled phrases and vague rhetoric, the response from voters tended to flatline or turn negative. This pattern reveals a critical lesson for corporate communication: language must be tied to an overarching vision.

Whether it’s the vision for a product, a company’s long-term goals, or a social responsibility initiative, the language you use should clearly articulate how these efforts are part of a broader, meaningful purpose. Avoid using jargon or clichés that can detract from the authenticity and clarity of the message. Instead, aim for language that resonates with your audience’s values and concerns, fostering a deeper connection.

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2. Specifics Matter: Provide Concrete Examples and Actionable Steps

Voters were particularly engaged when Trump offered clear policy proposals, but when he relied on vague statements, his support waned. For instance, his discussion about tariffs and trade deals lacked sufficient detail, causing many voters to disengage. This presents an important lesson not only in politics but for business as well: specifics are critical when communicating about policy, products, services, or strategies.

In the corporate world, companies are often tasked with communicating complex strategies, product features, or long-term goals. If a company merely states that it is “innovative” or “committed to quality,” without providing specific examples or measurable outcomes, customers and stakeholders may feel skeptical or uninspired. Businesses should take a page from the dial testing findings and prioritize clear, concrete details that demonstrate exactly what a company is doing to achieve its goals. This includes specific examples, timelines, and measurable outcomes that help your audience visualize progress and success.

For example, instead of simply claiming your company is “green” or “sustainable,” describe the specific steps your business is taking—whether it’s reducing carbon emissions, implementing eco-friendly packaging, or partnering with sustainable suppliers. Specificity not only builds trust but also enhances credibility, making your message more tangible and easier for your audience to relate to. Each company’s audience needs may be different. With so much competing for your audience’s attention span, it’s important to pinpoint the specifics that resonate most through testing.

3. The Choice of Messenger: Aligning the Right Voice with the Right Message

The dial testing also revealed that voters responded more positively when the message came from someone perceived as a new messenger. Trump’s ability to improve his favorability with certain segments of the electorate, particularly by presenting new ideas in his speech, highlights the importance of the choice of messenger.

In business, this insight is particularly relevant when delivering difficult or controversial messages. A company that faces negative media attention, for example, may benefit from having a different spokesperson—perhaps a new CEO or a respected external figure—communicate its response, instead of the usual corporate voice. The “messenger” has the power to influence how the message is received. People may be more receptive to ideas coming from someone they trust, admire, or feel is more attuned to their needs.

The dial testing also emphasized how switching the focus to a more solution-oriented approach can shift perception. In Trump’s case, his speech became more engaging when he discussed actionable policies, even though he did not always follow through with specifics. In the business world, it’s important to align the messenger with the message to ensure authenticity and effectiveness. Whether it’s a CEO delivering an important speech, a product manager launching a new offering, or a customer service representative addressing a complaint, the messenger should be seen as credible, trustworthy, and aligned with the company’s values.

4. Engage “Low-Information” Audiences: Tailor Messages to the Right Groups

One especially interesting takeaway from the dial testing was the shift in perceptions among so-called “low-information” voters—those who did not closely follow the 2024 election closely. Although these voters leaned Democratic, they responded more favorably to Trump’s speech when they were exposed to key moments, particularly his focus on economic policies. This demographic, which made up a small but significant portion of the survey sample, showed that even a less engaged audience can be influenced by well-crafted messaging.

For businesses, this means understanding the different segments of your audience and tailoring your messages accordingly. Not everyone is paying close attention to every development within your company, so how do you engage those who may not be as informed about your products, services, or values? The dial testing highlights the power of reaching out to low-information or less-engaged groups and capturing their attention with clear, compelling messages that speak directly to their needs or concerns.

In practice, this could involve targeted campaigns, simplified messaging, or strategic storytelling that brings complex issues down to a relatable level. For example, a tech company launching a new software update might not need to overwhelm users with technical jargon. Instead, they could emphasize how the update solves common problems or improves the user experience in a simple, easy-to-understand way.

5. Avoid Blaming Others: Focus on Positive Solutions

The dial testing results revealed that moments when Trump blamed others—especially the Biden administration—led to a decline in voter favorability. This serves as an important reminder: avoiding blame-shifting can make your message more effective.

In corporate communications, especially during times of crisis or difficulty, it’s natural to want to explain challenges or setbacks. However, constantly shifting the blame onto external factors, such as competitors, the economy, or past leadership, can alienate your audience. Instead, companies should focus on solutions—how they plan to move forward, what steps they are taking to address issues, and the actions they are actively implementing to create positive change.

Consumers and stakeholders are more likely to resonate with a message that is forward-looking, solution-oriented, and optimistic, rather than one that dwells on past mistakes or blames others. By focusing on what your company can control and how it is making a positive impact, you help build trust and demonstrate your commitment to overcoming challenges.

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The insights from the dial testing provide a clear lesson for leaders in the political and business spheres: to shift perceptions and drive action, clarity, specificity, and audience-tailored messaging are key.

Additionally, language connected to an overarching vision, the choice of messenger, and the focus on solutions over blame are all critical elements that influence how an audience perceives a message. These insights are crucial in shaping effective communication strategies.

By applying these lessons above, corporate and political leaders can strengthen their relationships with constituents, customers, employees, and other stakeholders, building a reputation for trust, clarity, and forward-thinking leadership.

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*Dial Testing Methodology: Real-Time Reactions to Key Speech Moments

The survey utilized Dialsmith’s Perception Analyzer® Online to capture real-time reactions from participants as they watched key excerpts of Trump’s speech. Participants were shown six clips, each about one minute long, covering critical topics such as cost of living, illegal immigration, tariffs, taxes, and trade deals. The survey was conducted over a 3-day period, allowing the team to analyze participants’ moment-to-moment responses. The survey has a margin of error of +/- 3.1%, with larger errors in subgroups.