We read much these days about disruptive technology and marketing. But almost every revolution rages past basic maxims.
You won’t find liberty by enslaving others in a violent revolt. And while data-driven communications will get you eyeballs, they won’t necessarily move the owners of those eyeballs to act. So-called “content,” when produced with aplomb, is what tugs and ties the heartstrings. It games the head into a response.
With each generation and advance in communications technology, our audiences understand better when they are being targeted, what’s decoration and what’s substance. Media-savvy younger audiences know almost intuitively which messages they should believe and which they should ignore.
Careful targeting, market analysis, media mixes, analytics and cutting-edge design certainly do matter. But even in the prettiest package, sent at just the right time, to all the right addresses, sloppy words and weak pictures will fail to communicate and prompt action.
All signs to point to several trends we have seen for nearly all our 40 professional years:
- Genuine is in.
- Ham-fisted audience manipulation is out.
- But the right emotional appeals – particularly, honest visual ones – still work.
- You need a solid message – not just a solid design or platform – to be heard above the noise.
Look at your communication plan or draft – whether it’s an ad, a press release, a view book, an annual report or an entire website. Consider carefully your intended audience(s). Ask yourself:
- What’s new?
- What’s interesting, exciting or surprising?
- Which should we emphasize?
- Is the message well crafted?
- With the right words, solid grammar, spelling, syntax and an inviting tone?
- Is it the truth?
- Is it believable?
- Do the photographs tell the story or just provide eye candy?
Know when to call on other professionals for advice, for editing or to produce your entire project.
Disruptive market research and targeting can be incredibly valuable. But they’re worth nothing if your message isn’t noticed, understood, respected or believed.