We often start by choosing our communication method first when planning to market our services, products or ideas. But this could be
costing you time, sales and money. Why? It all comes down to how you
understand the communication method.
Your communication method refers to how you send your marketing
message. It could be an email, blog, landing page, web site, video or
more. Each has its own strengths and weaknesses in terms of how the
audience interacts with the message
This Includes:
- Audience’s Preference for Receiving Content
- The Kind of Language Used to Communicate the Message
- Language Style of the Audience
- Context That the Communication Method Is Best Consumed
Let’s find out why these elements are important when it comes to getting your message to your audience.
Choose Your Audience’s Preferred Method for Content
Each person that consumes your content or receives your messages has a
preference for one communication method over others. One person might
prefer video because they don’t like reading or find it faster to get
information. Another who likes details may prefer reading. One group of
people may spend most of their time watching YouTube videos while
another group may simply prefer listening to podcasts or making sense of
their world through emails.
If you’re serious about getting your message across to your chosen
audience, you need to choose a communication method that they are most
likely to use well.
There is no point sending out an email to an audience that prefers to
watch YouTube videos, or a group who travels and has no time for
watching videos or reading.
Before you choose a communication method, think of your audience
first so you can be sure that you are not wasting your time or theirs.
Once you have chosen the right communication method for your
audience, you need to understand its language to maximize the success of
your message. see also: How to make a product go viral
Use the Right Language for Your Method
Did you know each communication method has its own language and nuances?
At a high level, video has a language of constantly changing moving
pictures supported by sound and some onscreen text. Without the constant
onscreen movement people will just tune out. Since people’s attention
spans are limited, videos need to be short if you want them to be
effective. This all makes up the “language” of video.
Audio communication, typically podcasts, uses a language of sound,
comprising of voice (and tone), sound effects, and music. Why do you
think there are so many “whoosh” stinger sounds in commercial radio?
They’re using sound effects as part of the language to keep their
audience tuned in at an auditory level.
Written communication uses what we traditionally see as language—a
mix of words, sentences, and paragraphs with nice formatting to get the
message across.
There are nuances to consider within each communication method that make it work harder for your message.
For example, since we know people don’t have a lot of time to read
emails, short emails work more effectively (unless you’ve got great
copywriting that draws the reader in from the first to second and third
sentences).
Since blogs are read on the screen, they need to have a particular
style to keep the reader reading, such as simple words and short
sentences with plenty of subheadings if the blog post is lengthy.
If you fail to use the language and nuances of your communication
method properly, you are severely limiting the effect of your message.
On the other hand, if you know how to use the language properly, then you can increase the effectiveness of your message.
Write in a Style That Resonates with Your Audience
Besides working with clients to improve their communication skills,
I’m a jazz musician. I get to hear a lot of comments around rock
players, blues players or classical players when I’m out at gigs.
You see, while all are musicians, each has their own style when it
comes to playing what appears to be the same notes written on the page.
Classical players play the notes very “straight” up and down and never
deviate from what is written. Rock players may not always play the notes
exactly as written, but will play in a “straight” up and down way
that’s very different to the “swing” or contemporary feel of a jazz
player.
This means that if you got them to interpret the same sheet of music,
it will sound different. This is similar to speaking English with an
American accent versus a British accent—same words, but different
nuances and phrases that mean different things. Try using an Australian
phrase like “fair suck of the garlic” with someone outside of Australia
and you might get a weird response.
It also means that a classical player can “sniff out” a jazz player
very quickly. Just as a rock player can “sniff out” a jazz player after
playing a few notes together.
The point in all of this?
When communicating with an audience, you need to use your audience’s
style of language so that your message resonates faster and hits fewer
roadblocks.
The only caveat to this is that sometimes you may not be able to send
a message in the audience’s language style without sounding
inauthentic. It would be like the Queen using slang to talk with a bunch
of rappers. If this is the case, you need to find the best language
that you can use authentically that will resonate with your audience.
Use the Right Context for Your Method
When and where is your target audience most likely to consume your message or content?
I always enjoy reading blogs on trains because it’s a good time to
read and blogs are easy to read on my mobile phone or device.
Salespeople working on the road often like to listen to podcasts while
they are driving between client meetings.
If you can get an idea of where your audience is most likely to
consume your content, you can use your communication method to suit that
context more powerfully.
Another consideration around context is to think about your audience’s journey and the role of congruency.
If your message is part of a series of messages over a number of
weeks (such as a blog series), pages (sales funnel) or branding, make
sure it is consistent. When producing a series of videos, use similarly
branded openings and closings. If you’re introducing an idea in step 1
of a funnel, continue that idea through each subsequent step.
Conclusion
Your communication method is a critical element of getting a message
across. But if you’re serious about your message, avoid the mistake many
make by choosing their communication method first and then other
elements of the communication after that.
Be clear on your purpose and understand your audience first. Then
consider what the best communication method for your audience is and
make sure you know the language of your communication method and
audience. Consider the context of how your audience will consume your
message or content when planning your communication method.
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