It’s Not What You Say, It’s What They Hear
Written by Kendall Morris on May 29, 2010
You can learn the most amazing things from kids. This week, my son and I had an interesting conversation about a decision he made not to participate in a sports tryout. His reasoning wasn’t about what I SAID, it was about what he HEARD me say. What I thought I said was really very different from what he heard.
It occurred to me that this happens all the time in the marketing world and those of us who are trying to get our message across are missing the boat. There can be many reasons why this happens but it is our job to identify the situation and repackage our message so that it can be effective.
Often, as in the case of my son, it takes a particular opportunity before we realize that our message isn’t having the impact we were seeking. As a parent I’m always looking for ways to read the signs and see if the wisdom I’m imparting is making it’s way in.
As a marketer, I use tools to determine if the audience is “hearing” what I’m saying. These tools feed me data that I evaluate to determine if my message is being “heard”. Every day I look at our xxx dashboard to see if we are moving the needle. By examining the data, I’m very quickly able to change directions if necessary and tune in to what message will be heard by the desired audience.
At the end of the day, it isn’t about us, it is about the consumer. It is about how to reach them, where they are and move them to where we want them to be.
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