Cut the noise!

Creating a clear marketing message that your customers can understand will help your business thrive.
Photo by Alexandre St-Louis on Unsplash
Musicians and aficionados of 1980s ‘mockumentaries’ will be familiar with film ‘This Is Spinal Tap’; the story of a fictional British heavy metal band with a guitar amp that ‘goes to eleven’ whose disastrous tour of the USA sees them play support act for a puppet show, have a stage set of Stonehenge that is 18 inches high instead of 18 foot after a mixup with a napkin drawing, and eventually lose their lead guitarist after the frontman’s girlfriend Jeanine replaces their manager and books them to play a dinner and dance at a US Air Force base ‘at ease’ weekend.

Jeanine was more akin to astrology and yoga than heavy metal touring and at one point suggested that the band’s recent album was a commercial flop because it was recorded in ‘Dobly’. Much hilarity ensued before her lead-singer boyfriend gently told her that she means in was recorded in ‘Dolby’.

Dolby was, of course, the company that bought noise reduction to our hifi and cinema sound, essentially taking the hiss out of everything.

Dolby cut out the noise that distracted from the main message.

When we are attempting to connect with our potential customers it is easy to be too noisy. We add clutter and confusion, use insider language and way too much unimportant information.

Understanding what your customer wants allows you to get rid of the information they do not need at that point.

What is your main message? What is the noise, clutter, fluff, baggage, filler, padding, excess, nonsense, or extra weight that just makes your message longer than it needs to be? (See what I did there?)

Clearly communicating what you do and how it will improve the lives of your customers is the simplest way to connect with them and grow your business.

You really only need to go to eleven when you have clearly defined what your brand message is. Then you can shout it from the rooftops, or at very least use it clearly on the front page of your website, in your social media strategies, and in your customer email campaigns.

Do you need to cut the noise and connect with your customers?

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