Cutting through the noise

Jun 4, 2018 | Catherine, Telperion

It won’t be news to you that we live in an age saturated with an overabundance of information and communication. Everyone is talking, all at once, all the time. On Twitter, Facebook, Instagram, Whatsapp, YouTube…you name it — it’s endless and unrelenting.

It seems even more heightened in the city. As a self-confessed county-bumpkin I return from work trips to London ready for a lie-down and a cold compress to the head, overwhelmed by the jarring cacophony of public media and advertising. ‘Tannoy’announcements, digital advert screens on the tube and on buses, 24-hour news blaring behind the office reception desk…

So, the question is, how do you cut through the noise and not become just another discordant note?

To us, it’s a matter of being less splurge-gun and more…sniper, if you will. It’s about intelligent, meaningful, direct communication with the people that matter.

Firstly,know your audience.Only by knowing your audience can you really speak to them. Who are they? What are their needs, problems and interests? What appeals to them? This is where Account Based Marketing comes in and why it is so fruitful. After all, you want to spend your marketing budget where it counts.

Secondly,begin a conversation and engage your audience. We all know what it is like to be spoken at; unpleasant. Much better to have a reciprocal exchange. Think less you and morethem. It’s good manners. Let’s say you are a car producer. Your customer doesn’t necessarily want to hear about the engineering minutia of your new hydraulic automatic transmission, but they arelooking for a drive that puts a smile on their face. This is where we come in – you are the experts in your field, but we know how to get the attention of your customers.

Thirdly,be concise.People are rushed and stressed. They’ve got things to do and people to see so they don’t want to have to read reams of confused text. Never use three words when one will do. Be like an Oscar-winning film director — grab their attention and cut to the chase.

By keeping these three directives in mind – audience, engagement and brevity – I think it might just be possible to trumpet a marketing clarion call that rises above the ‘Muzak’ of modern day communication.