The Communication Strategy Everyone Will Thank You For.
We’re inundated with messages every day. As communicators, it’s up to us to have some empathy for our audience, whether that audience is the press, an employee, a customer, or an investor.
Yet, this single communications strategy I’m about to share with you is so simple, so basic, you’ll wonder why you’re not doing it already.
Before we go any further, let me ask you, which would you rather be:
A product or a movement?
A cause or a movement?
An idea or a movement?
If you don’t care, I’ll save you-you can stop reading right now.
If you want to be a movement, it’s time to re-frame your thinking.
If you’re going to have a movement that matters, you’re going to need people to get on your side.
Not Twitter accounts, not Instagram followers, not Facebook likes.
These are vanity metrics that provide little insight into the passion and interest people have in your brand, product, or personality.
Are You Really Ready?
If you’re ready, you’ll re-frame your thinking.
If you re-frame your thinking, it will change everything.
So get ready…
The world is crowded now with communicators, marketers, messengers, and “me, me, me.”
Some days it’s soul-sucking.
It’s why everyone who uses social networking says brands ruin everything.
And yet…people WANT to receive messages, they just want messages tailored to them.
One of the reasons digital marketing is so powerful is that it creates a give and take in the relationship.
It provides an opportunity for the customer, the reader to think about their favorite subject for a moment: them.
But here’s the rub:
It takes strategy, focus and creativity to create content that your consumer wants to see.
As you review your communication goals and communication strategy, stop for one moment and think about the reader, whether they’re a customer, a client, an investor, or an internal employee.
Make it about them.
That single phrase is the one that thing so many brand communicators ignore.
Why? Because it takes serious work to “Make it about them.”
It means getting serious about audience identification.
It means getting serious about your brand, it’s voice and how it relates to the audience.
It means diving in on messaging and strategic choices in advertising.
It means actually creating a relationship and even (GASP) an in-person relationship with your customer or client.
It means, communication and branding for the long haul, not some flash-in-the-pan-make-it-go-viral-I-need-some-vanity-numbers-now kind of campaign.
And while we’re thinking about it, let’s consider language and what it says about our strategy.
If you’re saying you’ll “use influencers,” do you think you’re thinking about it from the “All About Them” standpoint?
If you’re talking about how you’ll “promote” your message, event, or idea, does that sound like you’re getting ready to make it interesting to others?
If you’re talking to a PR agency, a strategist, or a social media consultant who is using words like “promote” and “use” you really must ask yourself if you’ll have an opportunity for a customer relationship.
I still see and hear this language every day on Twitter, Facebook, Instagram, everywhere.
It’s gotten to where my eyes glaze over.
Guess what? So does everyone else’s.
Let’s step it up, together.
We can do this.
We can make what you have to say interesting and relevant to the right people at the right time.
Here’s my communication strategy challenge to you.
Go check your last 10 social posts.
See how many times you used the words “we, us, or I.”
How much of your content was about the consumer?
How much of your content was strategically shared to reinforce or create relationships?
Is there anything there that would make someone curious?
Is there anything at ALL that makes people feel ANYTHING?
How do YOU make people feel?
If you make them feel ANYTHING you’re miles ahead.
If you make them feel stronger, smarter, special, you’re really hitting on something.
If you made them terrified, scared, outraged, you’re really hitting on something.
People rarely forget how you made them feel.
But YOU’RE utterly forgettable when you make them feel nothing.
Digital branding and marketing is a long game, with peaks at appropriate times.
But always it surrounds emotion.
Regardless of the movement you’re trying to start, start with the idea that “you” are not necessarily interesting.
What’s interesting to people is what they do with “you.”
How you make them laugh or think.
How you make their lives easier, better or richer.
Here’s another reason to re-frame your thinking: it takes discipline and thought to create content that makes people pause.
That’s why so few marketers do it.
So while everyone else is “zigging” go ahead and “zag.” and watch how it changes the way people respond to your brand or product.
That is all.