Stories get passed from person to person - many of them not quite flattering to you. "Nice try," they say, "I can see through that." If you want the best example of that ability to break down a message and tell you who the target is and what the advertiser and marketer is trying to make them do, ask a four-year old. They'll tell you, and with the casual tone of the discerning connoisseur.
While you get to play marketer a few hours a day in the spaces between meetings and other commitments, your customers are on a constant treadmill. They are Olympians training to deconstruct your message (and your product), compare it, discard what they don't like about it, or worse, ignore it altogether. Who's paying attention to whom?
Word of mouth, viral marketing, crowdsourcing, consumer generated content - it all comes down to having something that is of value to someone, that is right for them then and there. Want consideration? Be considerate yourself - honest about what you offer while you listen to how you can help your customers. They are fluent in the language of marketing, are you?
To be fluent in marketing today the conversation needs to be:
- Personal - one-to-one
- Spreadable - one-to-one-to-many
- Spontaneous - another word for fluency