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Breakthrough the Noise With Your Communication
Communication is not just about delivering messages. It is about getting the message heard and understood. Ideally, communication goes one step further. In order for our message to really make a difference to be a ‘successful’ communication, we need recipients to interact and take action. Sometimes our communication is purely informative, but it is very rare. We are usually trying to get active feedback: renew your membership, sign up for our newsletter, purchase this widget, sign up for our conference, or call your MP. So anything short of interaction is a failure. But how do we break up?
People are people
Your recipients are your customer, member or visionary customer. They Is not Dollar sign, robot number or head number. So first and foremost, remember that you are interacting with people. Each of us is different with different feelings, likes and dislikes and thoughts about you and your message. Long gone are the days of Henry Ford, when he proudly announced that you could have his T model in any color you wanted as long as it was black. Today we want to consider the only soul that we are, fortunately, technology can help in this. Make your big message look like you’re sending it to your favorite one, then use technology to customize the message by replacing words, phrases, names and titles to tailor it to each specific recipient.
Roar like a guerrilla
Try guerrilla strategy. Guerrilla tactics are the art of surprising and capturing the recipient by closing the guard, in this case, in fact, in a good way. Your message can really reach the CEO if you can reach them while they are relaxing with their Saturday morning coffee rather than in a busy office. Or if you can catch their eye immediately after a golf or tennis match. Or while they are at a conference or vacation. It means to be there in an unsuspecting place in an unusual manner.
Define different guerrillas. Think of a guerrilla approach as something your unit has not done before or in the long run. It does not have to be something new for a world that has never existed before. Set aside your communication percentage for the guerrillas in you. About 10-15% of your communication plan and budget. Then, as always, monitor it, test it, analyze it, and even graph. If it is a successful strategy next year, it becomes part of the main plan by 10-15% trying on something new.
The old is the new
You can become a guerrilla by digging out old methods and re-implementing them as part of your current plan. A great example of what’s old – new – again is live mail. As the boss of marketers and communicators everywhere, direct mail has been abandoned almost in the last two decades in support of large, inexpensive electronics. This makes direct mail primarily for reaching your recipients. Except during the election season, recipients simply do not receive multiple direct tickets. Therefore, the onslaught of junk mail has become a thing of the past. Live mail may be ripe for use in your communication plan again.
Other successful strategies include sending a holiday card on a non-traditional holiday when your can be the sole recipient, or sending a chocolate with your logo embedded or painted on the vehicle. Your with your company colors in a beautiful way. Consider renting a cinema and inviting them to attend the expected new movie show on Thursday before the official release, complete with popcorn and soda. Maybe try hiring an actor dressed as a superhero for a selfie in front of your repeated steps at a city fair or before a big game. The point is: observe others, get ideas from different TV and movies, try new things. Breaking can talk about … well … being unpredictable, creative.
Crossing does not mean violating the basic rules of communication and marketing. It does not mean sending too many or too few contacts. It does not mean rewriting a book or forgetting the science that has been proven in the past. No, on the contrary, breaking through means really 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 this way. Always remember to use strong writing skills with correct grammar and punctuation while you are as unique as you can be. And remember to be within the guidelines of your organization’s philosophy, style and image. Then breaking up is about having fun with it grabbing their attention then telling them Something audible, seeing, or reading.
If you found this article insightful and helpful, you may be interested in three other articles from this four-part series on communication: Goldilocks Contact Area, Anatomy of communication messagesAnd Do it their way: Connecting with customers and members.
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