Message in a bottle

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“Let us make a special effort to stop communicating with each other, so we can have some conversation.”
--Mark Twain .

There’s a high likelihood many CIOs can relate to Mark Twain’s insightful quote. Every day, they receive irrelevant messages, some in stunning packages, that are self-serving and useless. In polite society, it’s considered disrespectful to talk at your audience without first understanding their interests, likes, dislikes and such. It’s no different in the business world. A pretty package may pique your target’s interest, but it definitely won’t hold it, and it could cost you a bundle.

Are you among the multitude of technology marketers who are guilty of investing too much in polished creative, while investing too little in the most important element of a marketing campaign – the message? If so, take heart. You can set yourself apart with your very next tactic.

Start by setting objectives. It sounds trite, but you will thrive or barely survive based on how well you set goals before each new undertaking. The relatively simple discipline of setting clear and measurable objectives, even if you’re the only one who sees them, will keep your activities, and more importantly your messages, on track.

How do you define a crisp and compelling message, one that will stand out as meaningful to your target audience? Be prepared to spend adequate time on this important stage. Start by asking yourself some basic questions:

  • Who is my target audience?
  • What are his/her most pressing business issues or hot buttons?
  • How can I ensure the relevancy of my message by tying it into the real
    business problems my target faces?
  • What do I want this target to think, feel, understand or do as a result
    of this communication or campaign?
  • What are the other messages my target is likely getting?
  • How is what I’m trying to communicate different from those messages?
By answering these six questions, you have begun to craft a compelling message. Don’t forget the importance of crispness. You will get only seconds of your audience’s time. They must recognize instantly that you understand their issues and can help.

With objectives set and a crisp, clear message, you can then determine what medium or combination of media will best carry that message to your target. There’s no need to overcomplicate the medium. If your message is strong, it will resonate on its own.