When we try to create a brand, communicate, or sell our product, one thing is what we mean, another what we say, and quite another, what is perceived of what we have said. And if only we were with the first two, we will be blind to what is reality.
Although it looks like a tongue twister I just wrote, it is more than a little relevant dissertation about the marketing message, now in modern times, and what I’m seeing lately, has a special meaning.
When planning a marketing strategy or action we have in mind a goal to pursue, which is what leads us to develop all around, including the message, tone, range, style, etc., but the result is not always as expected.
Still, even partially the result convinces us we should not stop there, but should go to the other side and see the same thing from someone else’s eye. But not from anyone, but from the point of view of our potential customer or consumer, since this will be the prevailing message and stay to the end.
No matter the intention with which it is created, what it cost, the resources invested, or what resembles what we tried it out initially from our point of view, the only valid one, is what the recipient receives the set.
Because if, as sometimes happens in the art, which has to be explained by its author, so that understanding the context of: time, place, history, etc for marketing, ie to sell, not valid, because there will be other yes it understand and achieve their purpose.
One of the cheapest ways to do it, is to work our ability to empathize, and try to put them in the shoes of the other person to read, see, hear and judge the message by creating an opinion about him, and consequently on our brand.
Luckily, today, get that real feedback is much easier than before, because we have social media, thanks to which you’re one click away from the opinions of others as a comment, a tweet, one like. Just have to be aware of this and humble enough to know what people listen to those targeted our message want to tell us. Thus, we know the best way to sharpen what we communicate and increase the effectiveness of the message and its outcome and benefits for our brand.
But better not take into account all messages rather after hearing, we should stay with the essence, and understand what it are away from the original idea. Because interpreting opinions is not easy, but if done from the right approach, in my experience can be really rewarding, because we did not receive ideas, points of view that we did not consider, and even though not as common, a pat on the shoveling, which also comes in handy at times like positive reinforcement.
How do you control the perception of the message? What do you think is the best to work the ability to empathize with your client?