Transparency in a Mess-Age

Twenty-six letters, when arranged in different orders, make up roughly two hundred thousand words in the English language. Every day we make choices about which of these two hundred thousand we will use. Words can cause shame, fear, hurt, and division. But they can also be planted and poured like seeds and water to motivate, germinate, and inspire. In marketing, it is our simple choice of these words that can make a difference between someone accepting or rejecting our message.

Many entrepreneurs provide amazing products or services to potential customers desperately in need of what is offered. Unfortunately, few of these consumers know they exist. What to do? These innovators advertise. Send their chosen words out to the multitude. But which chosen words? What type of message would you send to exalt your wonderment? The same polished words and filtered phrases everyone else spews out?

This is where an often overlooked process enters the situation — communication. The ability to deliver a coherent message. Whether in personal relationships, business endeavors, or public discourse, a well-defined message crystallizes thoughts, mitigates ambiguity, and fosters connection — all vital components of success.

Clear-cut communication is the cornerstone of effective interaction, fostering understanding and collaboration in personal and professional realms. Only a transparent statement will establish a foundation of trust and strengthen a relationship to increase personal credibility — and in a marketing environment, brand equity.?

Would you say that your messages follow this axiom??

George Bernard Shaw said, “The single biggest problem in communication is the illusion that it has taken place.”?

People don’t pay attention the way we assume. Today’s over-communicated environment is a cacophony of social distractions where instead of others respectfully listening to understand, they impatiently hear with the impetus to reply. The result is what we have now. A society wallowing in the upheaval and unsureness of misguided declarations — a ‘mess-age’ of messaging — where we have inadvertently morphed into divided tribes centered primarily on our differences.??

So, how does the business owner, teacher, politician, sales rep, or parent combat this cultural disconnection??

Many set out with a righteous intention to broadcast their messages ‘out’ to the public. This is not by any means enough. Successful marketers narrow-cast their message by magnifying the meaning behind this message ‘in’ to their target audience’s senses, giving the listener, viewer, or reader a reason to absorb what’s being said.?

You can play the confounded game of ‘tickling their senses’ to get a reaction, but will it be a positive reaction? Any understandable message begins with clarity and simplicity — an honest narrative inspiring the recipient to not only act but buy into the brand that is you.

In our world of instant gratification and self-importance, audiences no longer care about you or what you can do. They care about what you can do for them. You must, therefore, focus on their needs and how you can become the solution to their problems. So, for any statement to resonate within the hearts and minds of these recipients, it should build collective trust. This conveys a higher sense of confidence in your abilities, where others will commit to your vision.?

Effective communication is more than a collection of strung-together words. It is the intent and interpretation behind each word. No matter what methods we use to communicate, without this transparency — the ability to be honest, clear, and accountable — the potency of your expression diminishes, leading only to confusion and discord. A one-sided illusion of thought lacking any significance.?

Michael Coleman is a 41-year creative advertiser, best-selling author, and founder of ColeCutSound.?