Communication is not just about providing a message; it is about the message being heard and understood. Ideally, communication goes one step further. For our message to really make a difference, for it to be a ‘successful’ communication, we need the receiver to interact and act. Sometimes our communications are purely informative, but that’s really rare; We typically try to evoke an active response: renew your membership, sign up for our newsletter, purchase this widget, sign up for our conference, or call your legislator. Therefore, anything that is not interaction is a failure. But how do we break through?
people are people
Your recipients are your customers, members or potential customers. They are not dollar signs, numbers, bots, or people counts. So first and foremost, remember that you are dealing with people. Every human being is different, with different sensitivities, likes, dislikes, and thoughts about you and your message. Gone are the days of Henry Ford when he arrogantly proclaimed that you can have his Model T in any color you want, as long as it’s black. Today, we want to be treated like the unique souls that we are. Fortunately, technology can help with that. Create your mass message as if you were sending it to just one of your favorites, then use technology to personalize the mass message by replacing words, phrases, names, and titles to tailor it to each specific recipient.
roar like a guerrilla
Try guerrilla tactics. Guerrilla tactics are the art of surprising and catching the receiver off guard, in this case, of course, in a good way. The message from him can really get through to the executive if you can communicate with him while relaxing with your Saturday morning coffee instead of in the bustling office. Or, if he can get his attention right after a game of golf or racquetball. However, while they are at a conference or on vacation. That is, being there in the unexpected place in an unusual way.
Define guerrilla in another way. Think of a guerrilla approach as something your organization hasn’t done before or in a long time; not necessarily as something new to the world that has never been tried before. Set aside a percentage of your communications for the guerrilla in you. Perhaps 10-15% of your communications plan and budget. Then, as always, monitor it, test it, analyze it, and even graph it. If it’s a successful tactic, next year it becomes part of the main plan with 10-15% trying something new.
the old is new again
You can be a guerilla fighter digging up old approaches and reapplying them as part of your current plan. A great example of what’s old is new is direct mail. Once the mainstay of marketers and communicators everywhere, direct mail has been all but abandoned in the last two decades in favor of low-cost mass electronic media. This makes direct mail ideal for reaching your recipient. Except during election season, recipients simply don’t get as much direct mail; therefore, the scoop of paper junk mail piles has become a thing of generations past. Direct mail may be ripe for use in your communications plan once again.
Other innovative tactics include sending Christmas cards on non-traditional holidays when yours may be the only one the recipient gets, or sending chocolates emblazoned with your logo, or painting your vehicle in your company colors in a wacky, wacky way. Consider renting a movie theater and treating them to the premiere of a new anticipated blockbuster on the Thursday before the official opening, complete with popcorn and soda. Maybe try hiring actors to dress up as superheroes for selfies in front of your pass-and-repeat at the town fair or before the big game. The point is: watch others, get ideas from TV and movies, be different, try new things. Breaking in can be about… well… being different, being unpredictable, being creative.
Breaking does not mean breaking the fundamental rules of communication and marketing. It does not mean sending fewer or too many communications. It doesn’t mean rewriting the book or forgetting the proven science of the past. No, instead, breaking means really remembering. Remember the golden rule, that you must treat people as you want to be treated. You want to feel special. Make them feel that way. Always remember to use strong writing skills with proper grammar and punctuation, while being as unique as can be. And remember to stay within the guidelines of your organization’s philosophy, style and image. After that, thought breaking is all about having fun with it, getting their attention, and then telling them something worth listening to, watching, or reading about.
If you found this article helpful and insightful, you may also appreciate the other three articles in this four-part series on communications: The Goldilocks Zone of Communication, Anatomy of a communication messageand Do It Your Way: Connecting with Clients and Members.
