Dissemination is Not the Same as Communication
It's easy for business communicators to fall into the bad habit of sending messages without truly connecting with their audience. Consider this: experts estimate that the average person encounters between 6,000 to 10,000 marketing messages every single day, while the average office worker received 121 business emails each day.
It's common for corporate communications to inundate their audiences with countless messages, often saying the wrong things to the wrong people.
Many companies mistakenly equate communication with dissemination. They churn out a continuous stream of content while remaining oblivious to the true impact of their words and images. Consequently, their brands suffer due to the lack of direction and emotional resonance in their messaging.
The advent of Generative AI only makes these risks more accute by making it easier to churn out meaningless fluff.
Forging Special Connections
We all have certain brands that hold a special place in our hearts -- products that over time rise to a level of importance that is beyond their true intrinsic value. If you talk with a person who drives a Ford F-150, they'll gladly tell you all about why their truck is best. Same goes for most Tesla drivers. On the golf course, most people swear by whatever clubs or balls they use. These preferred brands become an extension of ourselves, associated with important moments in our lives. The challenge is to build emotional connections like these for your brand.
At DPK Public Relations, we offer practical steps to help you establish and strengthen your brand through strategic communication aimed at being memorable and really resonating:
- Define Your Brand's Destination: Determine the image you want to project. Do you aim to be perceived as young and innovative, or trustworthy and experienced? Understand the current cultural context and adapt accordingly.
- Identify Your Target Audience: Abandon the notion of a generic "general public." Create detailed profiles of your clients, prospects, and influencers. Go beyond demographics to understand what they do, where they do it, and what truly matters to them.
- Craft Clear and Emotional Messages: Focus on one or two key messages that your audience needs to remember. Emphasize the power of images to convey your message effectively.
- Communicate Consistently: Stay disciplined in delivering your messages consistently. Avoid the temptation to respond to competitors' claims and instead focus on what your audience truly needs to know.
- Embrace Listening: Make listening an integral part of your communication strategy. Understand the emotional benefits your customers derive and your prospects seek. Put yourself in their shoes to grasp their needs and desires.
- Adapt and Evolve: Adjust your strategy based on what you learn from listening. This adaptation may involve refining your target audience, messaging, or even product offerings.
If you find yourself hitting the "send" button too frequently, it's time to reconsider your approach. While staying connected is essential, overcommunication can dilute your message's impact.
Develop the habit of listening to your customers and prospects. Gain insights into how they perceive you and your offerings. This is where mundane, dismissive communication ends and extraordinary, attention-grabbing communication begins.
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