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Breakthrough the Noise With Your Communication
Communication is not just about the message; it’s about getting the message heard and understood. Ideally, communication goes a step further. For our message to truly make a difference, to be “successful,” we need the recipient to engage and take action. Sometimes our communications are purely informational in nature, but this is rare; usually we try to elicit an active response: renew your membership, sign up for our newsletter, buy this widget, register for our conference, or call your legislator. So anything but interaction is a failure. But how do we break through?
People are people
Your recipients are your customers, members, or prospects. They are do not appear dollar signs, numbers, bots or the number of people. So, first of all, remember that you are dealing with people. Everyone is different, with different feelings, likes and dislikes, and different thoughts about you and your message. Long gone are the days of Henry Ford, when he brazenly proclaimed that you could have his Model T any color you wanted, except black. Today, we want to be treated as the unique souls that we are. Fortunately, technology can help with this. Create your bulk message as if you were sending it to just one of your favorites, then use technology to bulk customize your message by replacing words, phrases, names and headings to tailor it to each specific recipient.
Roar like a partisan
Try guerilla tactics. Guerrilla tactics are the art of taking the shooter by surprise, and in this case, of course, in a good way. Your message can really get through to management if you can connect with them when they’re relaxing with their Saturday morning coffee instead of in a busy office. Or if you can catch their eye right after a game of golf or racquetball. Or while they are at a conference or on vacation. It means to be there in an unexpected place in an unusual way.
Partisans are defined differently. Think of a guerrilla approach as something your organization hasn’t done before or in a long time; not necessarily as something new to the world that has never been tried before. Set aside a percentage of your communications for the partisan in you. Maybe 10-15% of your communications plan and budget. Then, as always, monitor, test, analyze, and even graph it. If it’s a successful tactic, it becomes part of the main plan for the next year, where 10-15% try something new.
What’s old is new again
You can be a guerilla by digging up old approaches and re-applying them as part of your current plan. A great example of old becoming new again is direct mail. Once a mainstay of marketers and communicators worldwide, direct mail has been all but abandoned in favor of low-cost mass electronic media over the past two decades. This makes direct mail better for reaching your recipient. Except during election season, recipients simply don’t receive as much direct mail; thus, the scourge of the pile of paper junk mail has been inherited by generations past. Direct mail may be ripe for use in your communications plan once again.
Other breakthrough tactics include sending holiday cards for non-traditional holidays where yours might be the only one the recipient gets, or sending chocolates with your logo on them, or painting your car in your company’s colors in a wild, flashy style. Consider renting out a movie theater and inviting them to the premiere of the anticipated new blockbuster on the Thursday before the official release, complete with popcorn and soda. Maybe try hiring actors to dress up as superheroes for a selfie before your step and repeat at the town fair or before the big game. The point is: watch others, get ideas from TV and movies, be different, try new things. Breakthrough can be about… well… being different, being unpredictable, being creative.
Breakthrough does not mean breaking the basic rules of communication and marketing. This does not mean sending less or too many messages. This does not mean rewriting the book or forgetting the proven science of the past. No, instead breaking through means actually remembering. Remember the golden rule that you should treat people the way you want to be treated. You want to feel special. Make them feel that way. Remember to always use strong writing skills with correct grammar and punctuation while still being as unique as possible. And don’t forget to adhere to the philosophy, style and image of your organization. After that, breaking up is about having fun, getting their attention, and then telling them something worth hearing, seeing, or reading.
If you found this article insightful and helpful, you may also want to appreciate the other three articles in this four-part series on communications: Goldilocks communication zone, Anatomy of a communication messageand Do it their way: connecting with customers and members.
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