We hate to break it to you, but your approach to communications sucks. As a friend and confidant, we just feel it’s our duty to let you know. Sure you get some things right. But there’s a whole world out there that’s moved on, seemingly leaving you behind.
How? I’m glad you asked.
They’re not strategic.
To say you’re stuck in a “this is how we’ve always done it” mentality would be an understatement. When’s the last time you truly sat down and thought about why you do what you do?
There’s that famous story about the monkeys in a cage. When five were introduced to their new environment, they were fed disgusting gruel. But, the cage also had a ladder leading to a shelf of ripe bananas. Each time a monkey would climb the ladder, they would all get hosed down. The original monkeys were then cycled out one by one. Whenever a new monkey would come in and try to climb that ladder, the others would beat him down. Eventually, no original monkeys were left but the behavior remained. When asked why they couldn’t try to get the bananas, no monkey knew. They just understood this was the way things were.
Don’t be a monkey.
Your target is all wrong
Do you know how many Chinese are going to enter the middle class in the next decade?
Take a guess…I’ll wait.
Did you say 800 million? Very good!
Yet, I bet you still focus your communication on the miniscule western audience you’ve had for decades. That’s fine, but understand there is so much more you could be doing. And no, that doesn’t mean simply translating and plopping in the same messaging. You’ve got to tailor to the market. The only way to do that is by understanding its consumers’ wants, desires, and needs.
The days of Asian consumers automatically preferring western brands are gone. Now, domestic competitors are quickly eating up market share. Strategic solutions, especially in terms of understanding your stakeholders and communicating the right message, are now more important than ever.
They could cure insomnia
Why do you have to be so bland with your communications?
Nobody really wants to sit and read a long, drawn-out report. They also don’t want to sift through information. In today’s hyperconnected world, it’s important to just get on with it. Most companies have overthought their way to disruption, relevance, and competitiveness.
Let’s get back to basics. Hit them with your message, fill in the details, then hit them again. K.I.S.S.
Hey, even banks are having fun with their messaging. If they can get away with it, so can you.
Don’t shoot the messenger! Just do something about it.