Creating great marketing and communications is hard work.
After all, if it was easy, everyone would be doing it. Brilliantly.
But they’re not.
We’ve all seen brands in a headlong rush for the next big craze, endured forgettable content and tried to avoid pointless, self-serving “Me, Me, Me” communications.
Marketing and communications work like this can be easy to create (that’s why there’s so much of it out there), but it won’t help brands to build their businesses. In fact, I’d suggest that they’ll lose custom over time as a result.
To avoid this and move closer to the results you want from your marketing and communications work, here are three concepts I’d love you to try out as you plan your next campaigns:
Marketing with Flow
Flow describes the art and science of making each piece in your marketing and communications strategy work.
Flow reduces the amount of energy you need to put into creating your communications so that you can concentrate on what you do best.
And having flow helps your customers create a relationship with your brand over time because it helps them to understand the consistent value that you bring.
Flow is where great communications turn into profitable communications. Do your communications flow freely, or do you feel you’re trying to grind rusty gears together each time you have to put something out into the world?
Marketing with Feeling
Feeling describes the use of emotions in communications work.
Feelings and emotional responses make experiences memorable, and make messages stick.
We remember the things which made us laugh, cry, rage or become curious. We forget the things which make us say ‘Meh’.
Feeling turns boring information into content which touches people – and keeps them coming back for more. Do you inspire feelings through your communications, or do recipients simply race to the end to get to what’s actually interesting to them?
Marketing with Meaning
Meaning describes the understanding of your place in people’s lives. Meaning tests how your marketing and communications will be received in different places and contexts. And meaning finds the reasons that inspire people to pay attention to you in the first place.
In my experience, the more you have to add to your communications, the less they end up meaning.
Simple, elegant communications make meaning accessible. Resist pressure to add, add, add.
Make meaning simple, and it will stick. People will not just ‘get it’, but get why they ‘get it’.
Meaning makes marketing purposeful, valuable and interesting. Do your communications mean something each and every time, or are you in danger of creating work simply for the sake of it?
If you’d like to know more about how these concepts will work for you, please get in touch! From experience, I believe that flow, feeling and meaning makes marketing and communications work great. How can I help you?