Overcoming the Struggle to Be Heard
Since the start of the year, most of the questions I’ve been asked have been about messaging. The frequency and depth of these discussions signal to me that organizations of all kinds are really struggling to be heard. They’re also having a hard time reaching the people and organizations they depend on to be successful – much less having substantive conversations that enable them to nurture those relationships.
Why could this be happening? Given my conversations, it seems like there are two key factors involved:
Noise. There’s SO MUCH going on in the world on micro and macro levels. There’s so much competition from other companies and the ever-present news cycle. People are busier than ever, and their limited time is being spent on their highest priorities. It’s a lot.
More technology (especially AI). Is anyone else noticing their email inbox filling up with more messages of less relevance? It’s just one consequence of the proliferation of technology – and the use of it to automate communication. The quantity has gone up and quality has gone down, and it’s caused real human fatigue.
None of this appears to be on the decline; it will likely only keep building as the year goes along. So how do you ensure you cut through all the clutter? Here’s what you need:
A strong message platform. You need some key pillars that are relevant to your target audiences, and you need to be as crisp and clear about what you do/why you do it/what value you bring as possible.
A good story. More than ever, it appears the glut of communications in our world is just information. Sometimes it lacks context. If you can tell a good story, and package it into the right content assets, you stand a much better chance of being remembered.
Microtargeting. Narrow your scope and really customize a message/story for the hyper-specific audiences you have in mind. The more personal something feels, the more it will resonate.
Consistency. These days, you can’t expect to say something once or twice and expect it to take root. It takes a steady drumbeat of messaging and content over time to really catch on. Build a plan, commit and then stick to it.
Feedback loops. Most communicators send a message and then hope it sticks. But in these situations they’re blind to how audiences feel and unaware of how they might need to course-correct to reach and satisfy their targets. These days, as much as ever, successful communications are two-way streets. Invest in truly listening.
Crazy as it seems, these concepts aren’t rocket science. In the world of strategic communications, they’re actually pretty basic, foundational components of any strong comms function or specific campaign. I just think there are so many shiny objects out there…and so many people saying so much about so many things…and so little available time and resources to spread among so many priorities…that this one really important thing has gotten lost in the shuffle.
