This year, I’ve heard comments like, “Just keep doing what we’ve done and the work will come in. Don’t worry, ‘things’ will turn around!” But what exactly are ‘things’ ?
Thankfully, organisations are beginning to understand that in order to achieve sustainable and scalable growth it needs to change. But change can make many people feel ‘uncomfortable’ – due to the nature of the beast: it’s disrupting, it means having to alter the status quo… it means doing ‘things’ (there’s that word again) differently.
Change inevitably becomes a slow sometimes ‘painful’ transition, whilst the very people you’re wanting to communicate with move on in leaps and bounds – leaving you trying to play catch up!
Sound familiar?
Customers, clients…people are very adept at listenting for anyone who lags behind. They’ve evolved. They’re able to switch off and completely ignore any messages that are not appropriate to them. Think about it, when was the last time you turned down a friend because you decided to stay in to watch the TV adverts or you recommended a magazine because it’s packed full of great ads?
Generic monotonic messages that have been crafted in a vacuum like department, aimed at the masses in the hope that a small percentage will respond positively… don’t work!
Think about how many people actually respond negatively…!
You can make a real difference by interacting and engaging with people directly. This ‘one to one’, ‘one to many’ dialogue benefits a brand and the people interact with it – internally and externally – by providing insights and ideas for products and services people actually want and need.
So the real question is have you changed – because you’re audience has and they’re listening…!
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