The marketplace has never been noisier than it is right now.  I’ve had a lot of business experience in the audiology sector and the single biggest challenge if you have a hearing loss is managing noise.  I learnt how to pull the speech out of the noise and make it clear again.  People don’t want ‘loud’, they want ‘clear’.  As business leaders, that’s what we’re tasked with, communicating our message and value in a way that stands out from the noise and gets attention.

1.      Make your marketing CLEAR.  Your messaging needs to be aligned with your mission and purpose and communicate succinctly the key value to your prospect.  You literally only have seconds as the typical attention span in media is ever shortening.

2.      Make your marketing REPEATABLE.  Don’t use techno-speak or gobbledygook –speak the language your customer speaks. Craft messages and phrases that not only you can remember and repeat,but also your customers can clearly articulate to their friends and networks –make it easy and repeatable.

3.      Make your marketing STICKY.  Sticky = understandable, memorable, and effective in changing thought or behaviour. The more relevant and engaging your messaging, the longer your potential clients will ‘stick’ around, be it in-store, online or wherever they find you.

The most effective organisations have an IMC (Integrated Marketing Communications) plan.  This helps them to strategically communicate their unique value to their demographic.  The carefully crafted strategies, language and messaging, guides the growth and development of their business and ensures their message is clearly heard above the noise.

John Robertson

Principal Coach

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