Overcome the noise with your communication
Communication is not just about providing a message; it is about the message being heard and understood. Ideally, communication goes one step further. For our message to really make a difference, for it to be a ‘successful’ communication, we need the receiver to interact and act. Sometimes our communications are purely informational, but that’s really rare; we usually try to invoke an active response: renew your membership, sign up for our newsletter, buy this widget, register for our conference, or call your legislator. Therefore, anything that is not interaction is a failure. But how do we break through?
people are people
Your recipients are your customers, members or potential customers. They are not dollar signs, numbers, bots or people counts. So, first of all, remember that you are dealing with people. Every human being is different, with different sensitivities, likes, dislikes, and thoughts about you and your message. Gone are the days of Henry Ford when he arrogantly proclaimed that you can have his Model T in any color you want, as long as it’s black. Today, we want to be treated like the unique souls that we are. Fortunately, technology can help with that. Create your mass message as if you were sending it to just one of your favorites, then use technology to personalize the mass message by replacing words, phrases, names and titles to tailor it to each specific recipient.
roar like a guerrilla
Try guerrilla tactics. Guerrilla tactics are the art of surprising and catching the receiver off guard, in this case, of course, in a good way. His message can really get through to the executive if you can reach him while he’s relaxing with his Saturday morning coffee instead of in the bustling office. Or, if he can catch his attention right after a game of golf or racquetball. However, while they are at a conference or on vacation. That is, to be there in the unexpected place in an unusual way.
Define guerrilla in another way. 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 guerrilla inside you. Perhaps 10-15% of your communications plan and budget. Then, as always, monitor it, test it, analyze it, and even graph it. If it’s a successful tactic, the next year it becomes part of the main plan with 10-15% trying something new.
old is new again
You can be a guerrilla fighter digging up old approaches and reapplying them as part of your current plan. A great example of what’s old is new is direct mail. Once the mainstay of marketers and communicators everywhere, direct mail has been all but abandoned in the last two decades in favor of low-cost electronic mass media. This makes direct mail ideal for reaching your recipient. Except during election season, recipients just don’t get as much direct mail; therefore, the scoop of paper junk mail piles has become a thing of past generations. Direct mail may be ripe for your communications plan once again.
Other innovative tactics include sending Christmas cards on non-traditional holidays when yours may be the only one the recipient receives, or sending chocolates with your logo emblazoned on them, or painting your vehicle in your company colors in a wacky and extravagant way. Consider renting a movie theater and inviting them to the premiere of a new anticipated blockbuster the Thursday before the official opening, complete with popcorn and soda. Maybe try hiring actors to dress up as superheroes for selfies in front of 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. Breaking in can be about… well… being different, being unpredictable, being creative.
Breaking in does not mean breaking the fundamental rules of communication and marketing. It does not mean sending fewer or too many communications. It does not mean rewriting the book or forgetting the proven science of the past. No, instead, breaking really means remembering. Remember the golden rule, that you should treat people as you want them to treat you. You want to feel special. Make them feel that way. Always remember to use strong writing skills with proper grammar and punctuation, while being as unique as can be. And remember to stay within the guidelines of your organization’s philosophy, style and image. After that, thought breaking is about having fun with it, grabbing their attention, and then telling them something worth listening to, watching, or reading.
If you found this article helpful and insightful, you may also appreciate the other three articles in this four-part series on communications: The Goldilocks Zone of Communication, Anatomy of a communication messageY Do It Your Way: Connecting with Customers and Members.