Brian Creath

A Novel Idea: Say Something Worth Saying

In Brand, Brand Relevance, Brand Strategy, Communications, Corporate Marketing, Marketing, Sales, Sales Messaging, Strategy on March 14, 2012 at 9:46 pm

In ways even he could not have imagined, Marshall McLuan‘s 1960’s theory has come to pass: The Medium is the Message.

Proof is all around: People mindlessly flip through hundreds of cable channels, watching, well…nothing really…simply because they have the technology. Others, adorned with head and ear attachments, oblivious to fellow shoppers and commuters, converse about trivial matters, simply because, yes…they can. Smart phones at the ready, people of all ages text millions of introspective messages such as: where u at? (Hopefully, swerving to miss the car in front of them.)

Because we can, we do. We have been empowered by the technology afforded us, and dammit, we’re going to use it. Whether we need to or not.

Of course, the appetite for new technology will only increase. But while the explosion of communication mediums has certainly democratized control of ‘the message’ (more people have the ability to say more things to more people than ever before), it’s had a severely negative impact on the quality of the message itself.

Is it really necessary to ‘Tweet‘ about what one has had for breakfast?

Here’s the point: The biggest, real opportunity for marketers today is not about embracing the next technology, but about better using the ones we have. And to do this properly, we have to look beyond the medium, and look to the intrinsic power of the message. The age-old, technology-agnostic craft of saying something worth saying. Something of value. Something of meaning.

God knows, you’ll stand out.

Woody Allen once said, ‘80% of success is just showing up.’ From a communications standpoint, we’ve certainly embraced this, haven’t we? We’re connected. We’ve got gadgets and toys that would frighten Alexander Graham Bell and Mr. Watson. In the time it took to read this post, you’ve already received 10 emails, three texts and 25 Tweets.

Problem is, how many of them are really worth reading? For the astute marketer, the answer is clear: Say something really worth saying. Relevance, my fellow marketer, will get you everywhere.

While I’m working on my next post, I hope you’ll read about how Cohesion helps organizations build stronger brands and marketing efforts, here.

  1. Nice article Brian. Or blog I mean. I guess “article” is an old-fashioned word now…. Who came up with the word blog anyway?

  2. I agree. Can’t stand hearing about how someone walked their dog or how they cooked sausage instead of bacon this morning. As a result I have stayed away from Twitter. In the world of video I see the same problem. People will sit and watch a series of viral videos and not know the brand sponsoring them, and the same with commercials. Marketing has definitely flooded the communications mediums. Now the issue is not getting in front of people, but rather cutting through the clutter to leave a resounding message.

    In short, I loved the post.

  3. […] A plea for reality: Marketers, it is time to stop generalizing that ‘people don’t read,’ and begin understanding that more people ‘do’ than ‘don’t.’ This is not meant to endorse our growing literature-averse population, nor defend an appalling drop in grammatical standards. It is simply to say that well-written words are still a powerful weapon and that there is still (and in some cases, a growing) audience for their readership. Of course, it helps if you’ve actually got something worth saying. […]

  4. This – like the other posts I’ve managed to make my way through on your blog – is really incredibly interesting! I love your take on relevance – I would love to what you think about the current fad of selling without selling, where businesses promote themselves on the sly via blogs or social media without any actual mention of what they are selling or who they are! Do you think it has a future in marketing as something that increases ROI or is it a passing phase with a questionable future?

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