If you wanna be the best and you wanna beat the rest then…..
For those of you old enough to remember record breakers read it again with the theme tune, for those of you not old enough there is always You Tube.
The message is accurate though, if you want your message to be heard above the racket and noise out there in the world today then you need to communicate effectively.
There is a fair amount of data from relevant studies that shows an average human in the western world receives between 4,000 and 10, 000 advertising messages a day, if you want to put a cost to this then search advertising alone the UK market is worth around £20b a year.
That’s an insane amount of information being screamed at people, day in and day out, because of that if you want anything you put out there to have even the slightest chance of being heard then you had better be a) speaking to the right people, b) have something that the need and want, and c) be using language that resonates with them.
Ok so a and b I have covered in previous posts so let’s take a look at c.
We have all at some point in our lives, heard or used the phrase “it’s like I was speaking a different language” and for anyone with teenagers in the house I am pretty sure you think it a lot. So, it should not be that much of a surprise that this communication issue seeps into every facet of life, business, marketing and sales.
Government agencies, large corporates, industries, locations, small companies, family owned, shareholder owned, growth orientated, service orientated and every other conceivable combination of these and every other type of potential customers have their own way of speaking and that’s just businesses let alone the B2C market.
If you are using your way of talking and it’s not in synch with the way your target market communicates then you may as well be speaking another language, its why, adverts that often work fantastically in the US fall flat here, we don’t speak the same language, have the same culture or belief systems and although its English it’s not even the same version of that.
Here is the kicker, you can’t speak the same language to everyone and expect a good result. if you try it then very few will ever hear you and fewer still will listen if they did. So, work out your target markets (you can have as many as you like but only speak to one at a time), work out how you serve them that others can’t or don’t and then talk to them about that in their own language not yours.
If you want to know more get in touch
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