Are They Listening?

I’m not a marketer. I don’t sell things. I have had to sell ideas, though. Not quite the same thing as goods. But some of the same principles apply.

First of all, does the target need the idea? Are they aware of their need? If not, the task is more difficult. That is true, however, only if you know for certain they need the idea. If you are wrong, you will not be heard.

Often needs go unmet because the needy are unaware of their need. Simple as that. The frog in the slowly heating frying pad is unaware of his danger until it is too late.

The hot stove teaches the young boy not to touch, in the future that is.

But ideas are difficult to sell. Most of the time the audience is not willing to listen. Getting their attention is the real challenge. How to do that?

Let’s see, a loud noise startles people; but does it capture that part of their attention that will follow you message? Or perhaps an oddly stated title and opening sentence will grab their curiosity? You can try that. Sometimes, it takes entertaining them in some fashion until, too late, you have them absorbed in one message and you spring the plot twist on them with the purposed message. That is an arted form of communication, but one that increasingly has traction in today’s cultural mosh pit.

Try writing a newsletter. Humdrum and ignored most of the time. sparkle it up and they may continue reading. Tone is important. Conversational, friendly, easy to read. Along this path information may be passed freely. Even the humdrum contents can be presented and remembered.

Just don’t get lost in the art. Then it is quality rambling without purpose or effect. Bummer!

House organs are formalized newsletters in organizations that wish to communicate with all of their employees without sending an interoffice memo. It is usually attractive graphically. It is also chatty in places, and very official in others. Some staff look forward to the monthly house organ. Most don’t.

How then can readership be improved? Help the reader identify with the writer, the topics or the importance of the primary message. Make it a fun read as well. Entice them to read and engage. That requires an understanding of the audience by the writers. Their real job is to connect with the reader.

Grammar, vocabulary and tone of voice are all elements to consider. Topical importance may have attraction value as well.

The content is a sharing of ideas. Conjuring a receptive attitude is part of the communication transaction. It is the front door of understanding anything. Only then will ideas be shared as intended.

This is an art form in present day culture. Song lyrics, music forms and graphics tell a story. The written word must do the same. It may not be easy, but it challenges the artist within. Know that and be free. Let the words dance on the page to a tune and mood that readers will want to read.

Then see if it works. Measuring its effectiveness is more difficult than creating it!

July 30, 2018