You will use multiple communication channels, and the message that you communicate will be the same albeit maybe with different words or images or video.
Frequently we can become so consumed with the wording on a brochure or mailer or letter that we develop perfection procrastination. Perfection procrastination is a state that develops when the absolute perfect set of works and images needs to be created for a communication. The problem is that the perfect set will never be achieved, and as a consequence, the communication will never be sent.
In actuality, what comprises your communication is moulded on a number of external variables. These variables are always changing and, as variables will never have a fixed value. For this reason alone, it will be impossible to create the perfect communication.
Unless you create individualised communications, the best that you might be able to assume is that you are communicating with the same cohort of customers. But as individuals, although they share a common trait, these are far more aspects of these customers that make them different.
The consequences of trying to deliver the perfect communication include:
- Lost advertising opportunities. The more time you waste trying to achieve the impossible message, the closer your competitors come to gazumping your product.
- Grey Hair Frustration. The longer you beat your head against a wall and the longer you spend pulling out hairs, the more frustrated you will become. This will permeate throughout your business – everyone will notice this.
- Lost in translation. Every time you come up with a communication and change it, you have lost sales opportunities to customers that may have connected with that message.
Because your message can never be perfect, go with the one you have right now. See how it works. Send out the next message with some changes. See what works. Every organisation that has ever existed in the world has used different messages to sell products. Think of the Nike or Coca Cola. Their message is always the same theme but it is delivered differently. This variance introduces a new element of freshness into the communications and thereby re-engages with existing customers as well as connect with new ones.
Important note here: Don’t mistake branding with message. The two are different and used for different purposes.
You will never create the perfect message, so stop trying.
