Tuning requires listening – in music and marketing

Tuning forkSomething magical happens in choral singing when everyone listens and tunes with each other – the tuning locks, the overtones all kick in, and the sound is transformed to wonderful.  Although each individual may be singing a little softer, the overall effect is more powerful.

What does this have to do with marketing, you might ask?  It occurred to me in a choral rehearsal the other day that this isn’t a bad metaphor for getting your marketing message across.

If you’re always concerned about singing louder, over everyone else and regardless of their pitches, you’ll just be annoying. The same is true with marketers determined to get their message out in their own terms.

If, however, you can really listen to what’s happening around you, you can tune your messages for optimal resonance.

What should you listen for?

  • What prospects are talking about – not only to you but in other channels, on social media, in trade shows.
  • What the underlying business concerns are – when you can tie a technology to a tangible business objective, the sales cycle accelerates.
  • Exactly what words people use when searching for your solution or talking about their problems – even if they are different than the words the press and analysts use for your ‘industry segment.’
  • Recent news that may be relevant to your solution.

It’s easier to do in a chorus, of course – everyone is right there in the room with you!  In marketing the challenge is greater, but today’s technology provides many avenues for listening and participating in conversations. Talk to people, take notes, and take advantage of the constant opportunities for ‘tuning’ your marketing.

Is your audience more elusive? Mark Schaefer wrote a good blog post recently on how he connected with his blog readers – sometimes you simply have to ask.

4 Comments on “Tuning requires listening – in music and marketing

  1. I seldom drop remarks, however i did some searching and
    wound up here Tuning requires listening – in music and marketing | Content
    Marketing for Technology. And I do have 2 questions for you if
    you don’t mind. Could it be just me or does it look as if like a few of the responses appear like they are left by brain dead individuals? 😛 And, if you are posting at other social sites, I would like to follow everything fresh you have to post. Could you list of every one of all your social sites like your Facebook page, twitter feed, or linkedin profile?

    • Ha, yes, I think I’ve been subject to the next generation of spam comments that are not caught by the normal spam filter. I’ve tried to go through and start clearing them out, thanks. You can find me one Twitter at annejanzer, and on LinkedIn by searching for my name.

  2. Hi there would you mind letting me know which hosting company you’re
    using? I’ve loaded your blog in 3 different web browsers and I must say this blog loads a lot
    faster then most. Can you suggest a good hosting provider at a reasonable price?
    Thanks, I appreciate it!

    • Tina – the site is hosted on WordPress.com, using my own domain. It’s been great, and very easy.

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