Marketing Archive - The Art of Communicating

Turning ambition into progress

A while ago, a friend called me because he was frustrated with his marketing team. “The people on the team are so motivated, but we’re making so little progress,” were his words.

And he was right. The team was highly motivated. But the problem was that they were chasing 100 ideas in a 100 different directions.

Each of them was good, some even amazing. But each of them told a slightly different story.

Rather than one bold promise, they were making 100 little promises.

Which confused customers.

As soon as we understood this, we changed it. Instead of redoing the website or planning the next campaign, we took a step back. We focused.

It wasn’t an easy process. Some of these choices were hard, some perhaps even slightly deliberate.

But by aligning every activity on a common path we managed to turn ambition into progress.

The team was just as motivated as before, if not more. Only this time, everyone was pushing in the same direction.

How about you? Do all of your marketing activities tell a concise story?

We need money. Someone needs to give it to us.

Recently, I’ve been to a lovely film festival that had a problem. Their public funding had been cut significantly and now they are in financial trouble.

Which made them a bit angry. Mostly towards the public bodies.

But they also had a little difficulty keeping their calm towards the crowd.

In their pre-show moderation they insisted that it was our obligation as visitors of the festival to donate to cover the missing funds.

That message didn’t land well.

No-one felt obliged, although everyone seemed to enjoy the festival. The irony is that I’m pretty certain many of them would actually be happy to donate at least a small amount.

But.

People just didn’t feel that the festival was entitled to their money.

Communication-wise I think the problem was that they were speaking entirely from their own perspective: “We need money. Someone needs to give it to us. That someone is you.”

Essentially, they’ve tried to turn their problem into our problem when they should have tried to turn our joy into their solution.

People are happy to pay for joy. Not so much out of a false feeling of guilt.

The organizer’s anger kept them from seeing that there’s almost no limit in getting people’s support when supporting you gets people what they want. The audience wants a lovely film festival. The thing they want least is to be bothered with politics and business models.

What makes your customers happy to pay?

The more conversations you have with your audience and the better you listen during these conversation, the better you understand what makes them feel happy.

Resonate with that!

PS: This afternoon, I’ll host a live conversation with Julian Treasure on “How to listen well”. I would love to meet you there.

No need to persuade

One of the things that I found interesting during our stay at the beach was that nobody is forced to be here.

We don’t need to persuade people to come at the beach. They just choose to. You can make a brilliant business out of just resonating with that choice and making their stay as pleasant as possible.

For example, someone put up a beautiful lounge with some chairs that are free to use and some chill music. Of course, no one needs to be persuaded to use those chairs. People just choose to because it makes them feel good.

They also opened up a bar where you can buy food and drinks. No ads. Nobody needs to be persuaded to go there. When people sit in the lounge, sooner or later they will choose to buy some drinks and food. It just feels good to have a cocktail sitting at the beach looking at the sea, doesn’t it?

Everything about that place was chilling. No pushy ads. No screaming sales strategy. Just resonating with the chill feeling that people naturally have. In fact, everything was designed to amplify that feeling.

I think that’s a profound lesson: What if you chose to persuade less and resonate more?

What if you didn’t try so hard to convince your audience of your take and instead watched closely to understand how your offering amplifies something that they already resonate with?

So … what in your message resonates strongest with your audience? Zero in on that and amplify it as much as possible.

Speak up

I want to live in a world in which those who have an important story to tell find the words that motivate them to speak up with confidence

Words that resonate strongly and inspire action.

Words that are honest and compelling.

Words they truly believe in about the things they deeply care about.

There are more than enough careerists who couldn’t care less about the stories they tell as long as these stories get them the deal, the promotion, the vote, …

They are the ones who have no issue with speaking up, even if they don’t believe in what they say.

We shouldn’t leave the field to them.

I want to live in a world where those who do care for their story, tell their story – and in a way that gives them a chance of being heard.

That’s why I do what I do.

Don’t confuse your vision with your marketing

A lesson for entrepreneurs from one of tech’s biggest failures in recent years.

It’s well known that tech brands like to paint sweeping narratives of transformation, promising us devices that will reshape our lives and disrupt industries.

They love larger-than-life stories and lofty promises to captivate our imaginations with visions of groundbreaking innovation.

Such as Humane’s ai pin which was marketed as the product to finally free us all from the slavery of our phones, a personal assistant that looks like it’s coming directly out of a Star Trek movie with features that definitely sound SciFi.

But reviews were brutal.
Their product didn’t deliver.
Worse, it failed at basic tasks.

Apparently, Humane wanted too much.
They certainly promised too much.

Perhaps, they had confused their vision with their marketing.

Vision is crucial, but it needs to align with current capabilities.

The vision might be what motivates the team.
It informs the choices you make.

But it’s not the reality.
At least, not yet.

You shouldn’t make promises that sound as if it were.

I think it’s a safe bet that reviewers were merciless at least in part due to their oversized promises.

Had they marketed it more grounded in reality, for example as a first step towards that vision, perhaps even with more limited functionality (but which actually works as expected), reviewers might have reacted very differently.

They might have rooted for the newcomer.
Followed along their journey.
Cheered for the little successes along the way.

But Humane chose the grandiose, larger-than-life story.

I think they confused vision with marketing.

When was the last time you asked this question?

“Would that make our customers proud?”

It’s a simple question with profound implications on the choices you make.

When was the last time you asked it?

(Another good question is: “Are we proud of the customers we have?”)

The star of the show

The star of the show is not always the hero of the story.
In fact, in business, they are hardly ever the same.

The star might be Canva, the user-friendly graphic design tool, but the hero is the small business owner who becomes a confident designer.

The star might be Amazon Web Services, the scalable cloud computing platform, but the hero is the fledgling tech startup who becomes an industry innovator without the need for massive capital investment.

Or the star might be the famous public speaker who captivates the room with eloquence and insight, but the hero is the individual in the audience who sees a new path ahead.

Who’s the star of your show?
Who’s the hero?

Targeting your customers

What would happen if you stopped “targeting” your customers and started “serving” them?

The words we use to describe our work do matter.

What are yours?

Embracing the blank stare

For some, it’s a huge source of frustration.
For others, it’s a gift.

The blank stare on people’s faces when you tell them about your great idea but they just don’t get it.

So, how is that a gift?

It’s information. It tells you that either your idea or your explanation needs improvement. Not only that. The blank stare tells you exactly where.

Pay attention to when exactly the blank stare occurs and you know where you need to improve your idea or your story.

Don’t give up until the blank stare is resolved.

But wait, there’s one exception: Your idea might not be for everyone.

Don’t waste time on optimizing your story for those who will never get it. Own their blank stare and make it even stronger for the people who you’re making it for.

Easy

Reminder: The easier you make it for your audience to speak about your idea, the more likely it becomes that they actually do.

It’s not your audience’s job to figure out how to spread your idea.

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