I think Lewis Caroll said it best, “If you don’t know where you’re doing, any road will get you there.” I think a lot of marketers live by this quote. They arrive at their messages when they get there. Their messaging evolves over time, but as such is incredibly inconsistent to the eyes and ears of the audience. To build any form of message retention among your target audiences, you need to be consistent across all your interactions. Everywhere your audience interacts with your brand, the message should build upon the last interaction. One approach to making sure this happens with relative predictability is to map your messages across the stages of your relationship with any particular target audience.
Say what? Every audience you interact with is made up of people. Just like your interpersonal relationships, your relationship with these people builds over time. It gets stronger or weaker based on the stimuli you bring to the table. Thing about the strongest relationships you have in your network. What are the common threads? Chances are you make a deliberate or subconscious investment in the relationship. You make an effort to get together. You regularly share information via email or social media channels. Perhaps you just remember them on their birthday. The more frequent and positive your interactions are with this person, the stronger the relationship. [Read more...]