You Speak. Who Hears? Who Listens?


As I spend more and more time peeling back the layers of communicating in the new millennium I’m always impressed at the amount of tools available to send a message or start a conversation. With so many gadgets and applications pouring out of the cloud it’s clear you need to investigate using some of them to reach your audience. Whoever that audience is, customers, friends, relatives, even pets can be reached in so many ways.

But, as exciting as it is to see all of these innovations develop, if you want to be truly effective in your communication, you can’t get swept up in the buzz of it all. Remember…remain calm.

The fact is that you need to have a clear understanding of who your audience is and what tools they use. If you try and reach them through a medium they don’t use…well…the point would be?

For example, my wife and I are spending more and more time texting each other throughout the day. It’s a great way for us to juggle the ever changing plans between our work, kids, and friends. It’s quick and unobtrusive. In fact, it has saved my butt more than a few times. See, I tend to space off phone messages and it’s easy for me to just text my bride as soon as I hang up the phone. The point is that we are starting to text so much I’ve thought about using Twitter or AIM or some other service. Then I realize my wife has no desire to use any of the tools. Because a) she doesn’t sit at a computer all day and b) her cell phone doesn’t have a data option. Yeah, I know all these services have a SMS option but the fact is…why bother if SMS works just fine?

And that’s the point; your audience has the same attitude. Unless it will profoundly improve their lives they’re just fine with where they are right now. Unless what you are trying to communicate is really revolutionary, you must reach them through the channels that exist and the ones they use. Don’t start the process of building a relationship with someone by introducing a new technology or changing their habits. They will better listen to your message in the environment they are comfortable in.

Your path of least resistance is to find out what they use. Who are you trying to reach? How old are they? How interested in your message and how do they hear about it? Believe it or not, adoption of new things is a relatively slow process. In most cases slow enough to date your message if you try using the “next big thing”.

That means…research…at what ever level you can. It’s better to spend the money and the time to get to look at the habits of your audience than spend the time and money whizzing in the wind.  Over the next weeks, as I continue to try and keep up, I’ll start tearing into many of these tools and we can find out some of the best and worst ways to reach your audience. Do remember, what may be ineffective today may be the “text messaging” for next week. Our goal is to use the right ones at the right time…now.

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