Imagine you’re having a conversation with an acquaintance. You know each other a little but not particularly well. They repeat themselves, again and again. Are you going to seek them out for another conversation?
Of course not! It’s much more likely you’ll duck them, spot them in the distance and head off in the opposite direction.
Our attention spans are limited at the best of times and repetition stretches them to the limit.
But if you’re going to get your messages across to your target audience you need to say them repeatedly; it takes many points of contact before your prospects begin to hear what you’ve got to say and take the decision to buy.
So if your PR and communication programme is going to work you need to keep coming up with interesting new things to talk about. This means, as I once very articulately said to a client “you need to do stuff!”
Of course the ‘stuff’ has to be on message; it has to provide a way to get across the points you want to make.
If you’re an accountancy firm a report on the essentials for business growth will give you plenty to talk about. If you manufacture pet food you can research which breed of dog prefers which food type. If you’re a trade association identify what your members want and campaign on their behalf.
The ‘stuff’ does need to be presented in the right way. Video, audio, images all add value and make it more visually appealing. But shiny packaging, even if sprinkled with glitter, won’t hold the attention if there is nothing of substance inside.
What ‘stuff’ can you do now to create content that will appeal to your customers, suppliers or employees?
Never forget, content is king. It’s worth investing the time and energy to make it great!