Sometimes in business, ‘The Medium is the Message’.
This is a marketing observation.
So if you are in business or thinking about being in business, this is for you.
By ‘the medium’ I am referring to ‘the means’ or some other nuance around how you actually choose to deliver the marketing message.
This is important because if you get the medium wrong, no matter how good the message is – I won’t listen.
The medium becomes the message.
So, an in-house photocopied A5 flyer on 80gsm paper (80gsm is the weight of ordinary/run-of-the-mill/crappy office paper) is never good enough.
I don’t care who you are, it is never good enough.
Unless you run an ordinary, run-of-the-mill and crappy business of course.
Then you’re fine.
And so it follows that the way in which we try to sell or influence is always part of the message.
So if you ask to connect with me on LinkedIn and then in the first or second message treat me as a prospect – I immediately unfollow you.
Because you’re a lazy and unimaginative.
And the way in which you have tried to engage me becomes part of your messaging – to me.
Similarly, as I also don’t like to be interrupted in my day-to-day life, I now make a special effort to remember not to use the brands that interrupt my daughter Izobel and I as we watch Mr. Men on YouTube.
The Medium Is The Message.
As a brand guy, I am big on the importance of message.
I am all about brand really.
Brand being the unique proposition that your business owns.
But no matter how good you are at a brand level – please get the medium right.
If you do not, you will be ignored.
Or worse than that, consciously or subconsciously blacklisted as simply not good enough.