Something 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.