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Breakthrough the Noise With Your Communication
Communication is not just about giving information; it’s about making it heard and understood. Ideally, communication goes a step further. In order for our message to really work, to be a “successful” communication, we need the recipient to interact and take action. Sometimes our communications are purely informational, but that’s really rare; usually we try to elicit a positive response: renew your membership, sign up for our newsletter, buy this widget, sign up for our conferences or call your legislators. Therefore, any lack of interaction is a failure. But how do we break through?
the people are the people
Your recipients are your customers, members or potential customers.them no Dollar sign, number, robot or people count. So, first of all, remember that you are dealing with people. Everyone is different and has different feelings, likes, dislikes and thoughts about you and your messages. Gone are the days when Henry Ford arrogantly declared that you could have a Model T in any color you wanted, as long as it was black. Today, we want to be seen as our unique souls. Fortunately, technology can help with this. Build your group message as if you were only sending it to one of your favorite people, then use technology to mass tailor the message by replacing words, phrases, names and titles to suit each specific receiver.
roar like a guerrilla
Try guerrilla tactics. Guerrilla play is the art of surprising and catching receivers off guard, and in this case, certainly in a good way. Your message can really break through to executives if you can reach them when they’re relaxing with their Saturday morning coffee instead of in a bustling office. Or if you can grab their attention right after a game of golf or squash. Or, when they’re in a meeting or on vacation. Meaning, in an unusual way, in an unexpected place.
The definition of guerrilla is different. Think of the guerrilla approach as something your organization hasn’t done before or in a long time; not necessarily something new that has never been tried in the world. Set aside a certain percentage of exchanges for your partisans. Probably 10-15% of your communications plan and budget. Then, as always, monitor, test, analyze, and even graph it. If this is a successful strategy, it will be part of a major plan next year, where 10-15% will try something new.
old is new again
You can become a guerrilla by digging up old methods and reapplying them as part of a current plan. A good example of a trade-in is direct mail. Once a mainstay of marketers and communicators everywhere, direct mail has been all but abandoned in the past two decades in favor of cheap mass electronic media. This makes direct mail the first choice to reach recipients. Outside of election season, recipients simply don’t get that much direct mail; by this point, the scourge of piles of paper spam is a thing of past generations. Direct mail may be ripe for use again in your communications plan.
Other groundbreaking strategies include sending holiday cards on non-traditional holidays where yours might be the only one the recipient receives, or sending chocolates emblazoned with your logo, or in wild, gaudy ways Paint your vehicle in your company colors. Consider renting a movie theater and inviting them to the premiere of a highly anticipated new blockbuster, complete with popcorn and soda, on the Thursday before the official release. Maybe try hiring actors to dress up like superheroes so you can take selfies at the town fair or before the big game. The point is: watch others, get inspired by TV and movies, be different, try new things. Breakthroughs can be… well… different, unpredictable, creative.
Breakthrough doesn’t mean breaking the ground rules of communication and marketing. This doesn’t mean sending less or too much communication. That doesn’t mean rewriting the book or forgetting the proven science of the past. No, on the contrary, breakthrough means real remembering. Remember the golden rule, you should treat others the way you want them to treat you. You want to feel special. Make them feel that way. Remember to always use strong writing skills with proper grammar and punctuation, while being as uniquely yourself as possible. And, remember to follow the guidelines of your organization’s philosophy, style and image. After that, the breakout is having fun with it, grabbing their attention, and then telling them something worth hearing, watching, or reading.
If you found this article insightful and useful, you may likewise appreciate the other three articles in this four-part communication series: The Goldilocks Zone of Communication, Analysis of communication messagesand Do it their way: Connect with customers and members.
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