Many years ago (far more than I care to admit), I was sitting in a marketing class in college. The professor was discussing the challenge companies face when they try to get consumers to buy their products.
I recall him saying, “Customers need to hear about a product 7 times before they make a purchasing decision.”
I don’t remember the source of his statement, but the implication stuck with me. The claim meant that people needed to see an advertisement on television, read a story in a newspaper, have a friend recommend it, etc. on average 7 times before they would open their wallets and buy something.
20+ years later, I’m the professor in the front of the marketing classroom.
A few things have transpired since my time as an undergraduate student. Technology has fueled the creation of email, Instagram, Twitter, Facebook, and an ever growing world of devices, programs, and apps.
Technology makes it easier and harder to truly communicate. You can literally send a message around the world in a fraction of second. So can everyone else. Thus, there is a lot of noise in the system.
I recently took a stroll in Music City’s 12 South neighborhood to see what we could learn from one message that seems to cut through the noise. Take a look at this video to learn about the power of creating clear, bold, and engaging messages the Nashville way.
Here’s a shot of Authentically Alex enjoying the mural with her cute dog, Oliver. The mural is helping her to cut through the noise of the blogosphere.
What about you and your messages?
Take a few minutes to consider the emails you write, advertising campaigns you implement, and presentations you deliver.
- Are people listening to you or is your message not making it to your audience?
- If your messages are getting lost along the way, is your problem simplicity, boldness, engagement, or something else?
- What could you do today to more effectively cut through the noise?
I wish you the best as you try to effectively cut through the noise.
Patrick Leddin, PhD is a speaker, global leadership consultant, and The Wall Street Journal bestselling author of The Five-Week Leadership Challenge. Patrick is an Associate Professor at Vanderbilt University with a thriving leadership blog and podcast, and 25-years of leadership experience. He offers an unparalleled mix of academic rigor and real-world experience.