Do you think these are the four big misunderstandings within marketing communications?
- How many of us are aware that most of what we receive in terms of communication is actually processed subconsciously? I think the model normally used is one that says 70-80% of the information we take in through our eyes passes our rational, conscious mind by. Instead it speaks to our instinct and subconscious – the aspects of our mind that most influence our decisions. So, in other words when it comes to visual communication, it is the detail we don’t necessarily acknowledge, that really counts. How many of us know this and account for it on a daily basis?
- Is the skill of putting ourselves into the shoes of our customers a lost art? How often do we catch ourselves saying that we like or do not like something without explaining our comments from the perspective of our customers’ eyes? In your opinion, is it a case of forgetting to put ourselves in the customers’ shoes or is it a reluctance to impart the insights we have about the customer? Or is it that we automatically assume that everyone sees things the way we do?
- How many of us are aware that, being only human, when we’re shown something visual and asked, “do you like this?”, we are habitually compelled by our instinct to say either, “no”, or “yes… but”? Is it because if we do not comment then we do not ‘have an opinion’ and therefore we must be of no consequence? And is it true that when the comments are passed on, and the thing we are commenting is modified, it becomes a little less fit for purpose?
- In connection with all the above, when developing marketing communications, how many of us encounter the risk of ending up with the lowest common denominator? How many of us strike out to do something better that will impact our audience but then find ourselves trying to please all the people all the time? Do you agree that as well as being impossible, trying to please all the people all the time reduces our marketing to the few things we all have in common – which by definition won’t of course be all that remarkable, unusual or well differentiated?
Do you think these four misunderstandings are significant when trying to produce effective marketing communications? And if you do agree, how do you go about meeting these challenges?