Marketing today is a paradox: It’s never been easier to get your message across to the masses, yet it’s harder than ever to break through all the noise.
Can you relate?
A stunning 73 percent of small business owners feel the pressure to justify their marketing strategy. Over half a trillion dollars is spent each year on marketing campaigns. And up to 80 percent of consumers go out of their way to avoid ads.
Despite all of this, we know that marketing works – or else the biggest brands in the world wouldn’t continue to pump millions into Super Bowl ad blitzes year after year.
So why do some brands cut through the noise while others fade into the background?
It all boils down to the 3 C’s that should define your marketing:
- Clarity
- Conciseness
- Communication
One of my favorite examples is Apple’s introduction of the iPod in 2001. Before Apple launched the iPod there were over 50 different MP3 players available on the market. None of them made a dent in CD sales.
The iPod wasn’t the first MP3 player. The audience at the product launch knew this, but they roared with excitement when Steve Jobs pulled it out of his pocket and declared, “No, the coolest thing about iPod is that you can take your entire music library with you, right in your pocket.”
That’s a perfect example of clarity, conciseness, and communication. As a consumer, you hear that and understand exactly what it means to you. It’s that old “what’s in it for me?”
How to Implement the 3 C’s Immediately
Clarity:
It’s helpful to organize your thoughts first in terms of points to mention. Do this by creating a bullet list of key points of how your product or service positively impacts the end-user’s quality of life (not of features and specs).
Conciseness:
Write it. Step away from it. Come back to it and reread it in a mad rush. If you feel hung up on unnecessary words, consider getting rid of them. The art is making sure that you’re taking away just enough, but not too much that the message is lost. You need context, a point to make and a call to action.
Communication:
You can effectively communicate your message across different channels by understanding that each channel is a different tool in your toolbox to deliver your message to your audience. The way we communicate on social media, for example, is different from a radio ad, TV ad, email or physical brochure. Adjust your messaging to each communication vehicle.
Key Takeaways
You are busy – and your target audience is, too. So, if we use too many words to express what we want to say, we won’t be able to express anything at all.
That’s why it’s so important that we take the time to organize our thoughts and use each word intentionally and strategically.
I had the pleasure of discussing the importance of effective communication with Executive Speaking Coach Pilar Ortiz in this podcast episode, “Mastering Communication and Mindset with Pilar Ortiz: A Must-Listen Episode”. Please take a listen!
Improving our communication skills is something we can all benefit from. Whether person-to-person or business to consumers, the ability to communicate effectively and with confidence is one of the major barriers between where people (and businesses) are now and where they want to be.
Please contact me if you believe my team and I can assist you in achieving your communication, marketing, branding, or advertising goals. Please visit our website www.createbrandnv.com or call (813) 355-0036 ext. 1 to reach me directly.
