What’s your approach to communication?
If your communication plan is focused on getting your message ‘out there’, you’re not alone. It’s easy to gather ‘hit’ stats these days, so we’re starting to believe a hit equals being heard.
We even measure media campaign success rates by the number of centimetres a story got in the newspaper, divided by something to do with ad $$$, times the… What’s that about?
It’s time to take the road less travelled when it comes to communication… and think about how to get our messages ‘in there’. Because (to really mix metaphors) using communication tools as a battering ram isn’t a good look.
And keeping ‘at it’ won’t make an impact, especially if what we’re doing is telling people what we want them to know.
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Why isn’t anyone listening?
The trouble with communication is that people aren’t computers. We can’t put data in and expect a certain result. The way people behave, what they need, and why they ‘buy’ are more complex than the connections on our motherboards.
So if we want to do more than just get our messages out there, we have to take a good look at the market, who our clients and customers are, what they’re buying, and why.
Who are you talking to?
Think about Richard Branson’s fresh approach to promoting and running his airline. He succeeded where other ‘budget’ airlines had failed. Why? Because he knew exactly who he was talking to. And it wasn’t business class fliers.
Virgin was all about getting more average income earners in the air. And it started with a client-focused approach to communication.
What’s in it for me?
What will your product or service do for your client? Think benefits. Compare a Virgin ad to one for another airline’s business class. Different audiences… very different benefits.
Client benefits are about feelings and needs. Looking good (to peers, shareholders, clients, friends), working smarter not harder, being seen as ethical and (these days) green, being more profitable, saving time, being instrumental in getting the job done (…and therefore looking good), and more.
What is it that will make our existing or potential clients/customers listen and act on our messages?
A new way of talking
It takes a lot more thought and it’s not an easy process. Most of us are locked into just getting our messages out because that’s where our bosses or clients see value for $$$ – and it’s a hard habit to break.
It’s like learning another language. We have to take small steps, do the groundwork, and practice, practice, practice. And it helps if we can get others understanding and using the same language.
Changing our language might help change the way we approach communication.
Because the companies that know how to get their messages ‘in there’ are the companies that succeed.
Adapted: Article first published in the Dragonfly Ink’s e-newsletter, The Buzz, in July 2008.
The Buzz 