The entire professional world is made up of people trying to validate their education, training, experience, and abilities, but trying to “over confuse” their consumers and then ask to get paid for their alchemy.
The problem is that our survival, and our prosperity in everything from our professions, to our sex lives is tied to the quality of our communications with others.
Where this has shown up prevalently in marketing is the sales presentation or creative pitch. We throw as much jargon at our clients as possible as if they will love us more when they are confused.
The reality is that this confusion gets passed down the line through internal sales presentations, to training materials, to sales material, to ultimately disconnected customers. Great customer focused brands get this because they personally understand their core competencies and consumer offering, in the same way the customer would best understand and connect with it.
So how do we make this madness stop?
We need to do two three things,
- Understand who our audience is
- Understand what our message truly is
- Live by and present ourselves to our audience based on this new understanding.
I will be breaking this down in a series of posts.
This series is based on a lecture given at Social Capital 2014, in Ottawa which was based on a 6 week coaching series that Momentum Visual created on behalf of a client.