Forget the technology if the messages aren’t good enough!

Forget the technology if the messages aren’t good enough!

Just in case you haven’t noticed, there is a referendum on the horizon.

Obviously I have an opinion and in fact (and there are very few of those floating around in this debate) have already cast my vote by post.

While that’s all very interesting (or not, depending on your perspective) yesterday morning I was listening to the Today Programme on BBC Radio 4.

There was a piece on the targeting techniques the rival campaigns are using to reach voters.

Using approaches imported from the US, each campaign is using all sorts of technologies to connect directly with voter groups defined by their interests and concerns.

Targeting with this sort of precision is incredibly valuable. Imagine if you were targeting your customers and prospects with this degree of accuracy.

But as the reporter Ross Hawkins said at the end of the piece, it doesn’t matter how good the technology and tactics you deploy if the messages aren’t good enough.

I couldn’t agree more.

I bang on about messaging quite a bit. But that’s because it’s fundamental.

It doesn’t matter what the channels to market, from podcasts to videos, eShots to personalised letters or posters to media relations, there is no point if your message is off the mark.

You need to find the messaging sweet spot. That’s the overlap between what you want to say and what your different target audiences want to hear.

Like it or not, most of us are interested in “Me, Myself and I’. We care about ourselves, our pleasure and our problems.

So to get the attention of our target audience we need to accept this and see the world from their perspective. Find out what they’re talking about. What’s trending in the Twittersphere? What are the conference topics, the lead stories in the relevant media?

Then we can think about what we want to say. What makes us different? What places us ahead of our competitors?

The messaging sweet spot is in the overlap.

I use a simple message matrix with my clients to make sure we are saying the right things to the right people.

Give me a call if you would like help developing your own messaging matrix.

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