It was a beautiful morning, and I was taking photos with my canon camera and practice the photo-taking process. I did not have a clear idea and have weaknesses with manual options, but adjusted the manual focus, and checked the color of light and clarity of the images. Then, suddenly, My daughter poped up out of nowhere and picked up my camera. She wanted immediate attention and wanted to take a picture. She tried to check all the camera buttons and pressed every tool option available in the camera. Then, she cried and wanted to take a photo. But you and I know that three years old (yes, she is three years old) cannot take a picture and does not know anything about the camera.
So what is the one Communication that you want to share with her so that she can take a photo? It should not be a big puzzling strategy, since all she wanted to do was taking a photo. So as a one-to-one, I taught her just that one function, pressing the button to take the picture. She had pressed the button, and instantly she saw the picture that she was taking. It was a Guaranteed result, and she went on to tell this to her mother, grandparents, and everyone in the world.
When it comes to marketing, we overthink, and we use many-many blah-blah type of Communication and try to persuade our clients. But if we dig deep, there is only one perception of a brand that we are supposed to do, so that we share our message as if it is a clear sunny day which does not have a fog in it.
We will cover three parts in this article and figure out what brings clarity to our Communication.
- How to get into specifics of your communication
- Picking a story
- Making the story as an unique marketing communication
Let’s go through the article one by one.
How to get into specifics of your communication
You are in a volatile market, and your clients have a serious personal or business problem, and your distinct Value solves their problem. Unfortunately, hundreds, if not thousands, of your competitors provide the same Value as products or services. Your Communication is the same as any other competitor in this world, and you don’t know where to concentrate on your Communication, to be specific. So what are the proven step and repeated processes you can do to Persuade your customers so that they have attention to your Communication? It is when you need a story.
How to pick a story
As a business, you are running with thousands of problems, if not hundreds. All your customer’s problems are a unique situation in which you can learn a lot. You have solved all their problems, and your core existence is because you have solved their problems. Out of all the problems, if you pick a unique problem and create a story out of it, it still stands with time. You can come up with a story that your customers prefer you over first, than your competitors. In this story, they like and love you as their brand preference. Your competitors cannot copy this brand preference story. You can use this story at your Social media campaigns, Presentation for Investors, Marketing Materials, Product Catalogues, Sales Presentations, Management Communications. Your stories are unique, and you own them.
Making the story as an unique marketing communication
Once you change the old useless marketing communication process and make these stories part of your marketing communication, you seek immediate attention. It is age old method that religions, cults, following the story method for many centuries, as part of their Communication. Your customers are attracted to this one story that you are sharing. But, hey, stories are not limited. You can come up with unique stories as many times as you want. It is similar to pressing and changing one button and one button only when trying to communicate. This way, you create crystal clear Communication, and there is no fog in your touch.
But what happens when your Communication is crap
Would you believe, If I tell you that a multi-billion-dollar company lost a chunk of its money which is four billion in one day, and it is because of one man? Yes, He is one man with thousand legs. He is Cristiano Ronaldo. Last month, he was attending a European football event. As part of this event, the sponsor, coca-cola ( tadaaaaa, I’m not too fond of this name), placed its coke bottle and wanted to display physical evidence. So coca-cola marketers put two coke bottles in front of his face and wanted him to advertise coke. Naturally, Ronaldo, a super champion athlete, did not like it, and he moved the coke bottles outside of the camera scope. And he said, “drink water.” This one sentence created a cyclone in social media, and that day coke has lost four billion dollars and going to affect Coca-cola’s Advertising by billions of dollars.
A brand must reinvent and change its product; Else the next generation will ignore the sugar water. Social media sites shared this story zillions of times to seek their attention. But Ronaldo does not seek attention, and he stands for his values. Coke suffers because its Communication is not authentic. As a brand, you work endlessly to empower your customers and not affect their health and life. Coca-cola is not wrong, and at the end of the day, they have their employees and millions of jobs in question. But over time, they can bring a different value and understand the market and communicate differently. Ronaldo knows his Value, and you can also share your values with great authentic communication.
Summary
It is easy to think about complex thoughts and make a clutter out of marketing communication. But it is challenging to come up with authentic communication which attracts your clients. So, we have covered three parts in this article. Those are getting into specifics, picking a problem story, and communicating it uniquely. Stick with that one button concept, and your marketing messages will be simple and crystal clear. All you need to have is a clarity of thought like that one button, to create a deep communication with your clients.