originally posted on Concept Hub
Since you were born, everyone has been trying to get your attention.
From parents and grandparents to siblings and peers, teachers and guardians and of course the media.
The media has been in front of each of us telling us what to buy, how to be entertained, how to improve our lives, who we should be, where we should live, how we should dress, and where we need to go on vacation.
We are also informed of the tragedies in the lives of unrelated people, and the political policies and natural disasters that are happening all around the world.
All of these messages that are trying to catch our attention, whether it is personal or advertising or news media, are doing so through the same communication channels. Our friends text message us on the same device we are receiving mobile ads. Google Ads is trying to catch out attention to “donate now” as we read about the latest natural disaster. Our emails have become a potpourri of news, business communications, marketing messages designed to sell something, marketing messages designed to inform, family updates, spam, and family and friend forwarded spam.
It is no wonder most of us feel as though we are suffering from ADD. We simply do not have the ability to spread our attention to the many sources that are demanding that we pay attention to them.
In such a noisy world, how can a marketer get their message across?
All joking aside, let’s think about that for a moment. If you wanted to get on Oprah, what would be the steps you would take?
I would start with watching her shows to get a feel for what types of topics she covers? Who has she had on the show recently? Has she already covered a similar topic that is related to what you do? What could you add to the show that was covered? How would your presence on the show benefit the Oprah show? How would your message benefit the audience? Who is her audience? Are they all the same or can we segment them into different categories? If we segment them, which categories would benefit the most from your message? And seriously, would being on the Oprah show really help you accomplish your stated goals anyway? You do have stated goals don’t you?
Alright, you have your reasoning for being on the Oprah show and you have defined the value of you being a guest to all parties involved. You have a compelling message to send to Oprah so that she would invite you to her show…now what?
Well, you need to get in touch with someone connected to Oprah or her producers. You can mail a letter, email them, create some buzz on YouTube to get some attention, start a blog petition…basically you will have to reach out to a variety of people through a variety of different communication channels simply to get their attention. For each person you reach out to, you will have to be ready to explain to them “what’s in it for them” to get you on the Oprah show.
With so many people trying to get our attention each and every moment of the day we can each almost empathize with what the team on the Oprah show must go through.
We each have so much ‘noise’ in our world. What must a company do when trying to communicate to their employees or vendors or customer or prospects or the media and so forth?
Similar to the process of getting on the Oprah show, we need to step back and ask “what’s in it for them?” With so much competing for everyone’s attention, what will make them stop and listen to our message?
We can break the process down into 4 steps;
Step 1 – Tailored Messages: What is your core message? How many different ways can we state that message? What ways can we demonstrate that message? How many ways can we segment our audience? What criteria do we need to base the way we segment our audience (values and beliefs, behavior, size and income, etc.) Which variety of messages will best resonate with each group?
Step 2 – Communication Channels: Which message is best tailored for which communication channel? Should you send a post card or a hand written letter or do you have an idea for a compelling video? Should the video be online, DVD, Cable or network television? Is your message one that requires a long term commitment? If so should it be delivered via podcast or a blog? Would email or text messages be appreciated by your audience?
Step 3 – Time and Fund Management: Which segment of your audience is most likely to respond the way you would like them to? Which messages would best resonate with them? Which communication channels lead directly to them? Which messages are tailored to those communication channels? What is the best way to capture relevant metrics and create an efficient feedback loop?
Step 4 – Creating a Ripple Effect: Remember the reason why Oprah is where we all want to be is because when she is influenced she influences hundreds of thousands of others. How can we create a similar ripple affect? Consider how the people in your primary group are connected to those in your secondary group? How do the two groups relate to each other? What would motivate the primary group to pass your message on to the secondary group? Have you empowered the people in the primary group to pass a concise message on to those in the secondary group? How can we track the ripple affect?
The most important part of getting your message to rise above the noise is to keep talking. Don’t develop tunnel vision just because one message or one communication channel seems to work. Our attention is constantly being scattered throughout the information landscape and we tend to respond to what is in front of us at the moment. Say your message, then say it again – either with a different twist or through a different channel. Then say it again. Once you have others talking, join their conversation and tailor your message to what has resonated with them. Listen to what they are saying and then say it again.