How To Cut Through The Noise

Let me guess; one of your earliest childhood memories was learning the letters of the alphabet. Since then you have lived your life confident in the knowledge that "I" comes before "U" in the alphabet. Guess what - you are WRONG.


Before you write a letter to your Grade school teachers or to the Sesame Street gang, let me explain.

For years, marketing and advertising campaigns were designed around the values and experience of the business to demonstrate the products or services being offered. Essentially, consumers were told what was good for them, and for quite some time we believed them. Call this the "I" method of communication.

Then a number of marketing and advertising agencies began to shift the focus of attention towards the consumers to demonstrate how each product or services would impact the lives of the consumer. Call this the "U" method of communication.

Today more than ever, you need to explore how to put your consumers needs ahead of your own.

Think for a moment how many messages you sift through and prioritize each day with email, text messaging, telephone calls, newspaper columns, magazine articles, blog posts, TV news, radio commentary, billboard advertising on buildings, buses and street benches, website click throughs, social media (Facebook and Twitter, etc), meetings, letters, fliers stuffed under your windshield wiper and even bathroom stall advertising. Yes, there are so many ways to broadcast your message. Now, quickly think about how many of those messages do you remember at this moment. Which messages did you respond to and which messages did you discard?

How do you cut through the noise?

As a Media Coach and Consultant offering effective solutions for message creation, delivery and engagement, I am constantly being asked to create communication links (dialogue) between clients and business. Effective messaging, either with media releases, marketing, advertising, even email and blog posts, should focus on the impact of your consumer. Answer their questions: "What's in it for me?", and "How will this effect my heart, health or wallet?".

Start with re-arranging your business priorities by putting the needs of your clients and consumers ahead of your own. In other words, re-arrange the alphabet and put "U" ahead of "I".

-Darren

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