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What’s the meaning of your message?

Why do most marketing messages fail to engage potential customers? Why are most internal corporate communications viewed as a bunch of baloney? Why do we distrust big media, big business, and most politicians (big or small)?

It's simple, really. Have you heard the expression, "The meaning of the message is the response it elicits?" It suggests that when you communicate a message -- whether you do so face-to-face, over the telephone, on the Internet, over the airwaves, or in writing -- the message means what the receiver of the message thinks it means. And increasingly, what most messages mean to us is apparent.

We sense that most messages are designed to sell their stuff, promote their cause, or advance their agendas. Now stop and think. As leaders today -- of companies, departments, communities, families, and countries -- isn't one of the most important part of our jobs effective communication? Of course it is.

But our communication is effective only if there is a resultant influence on people's feelings and behavior.  We can talk, blog, tweet, blast out press releases, and advertise until we’re blue in the face -- or in the red, to use a more color appropriate metaphor -- but unless people ultimately take some kind of action, it’s all for not.

And now for my point, albeit a counterintuitive one: What you say and how you say it are the least significant components of your communication.

You read it right. Today's sophisticated marketplace is bursting at the seams with masterful content and stunning delivery. Slick and technically proficient communication is now the norm. It’s virtually impossible to discern the Fortune 100 from the one-man show. Technique doesn't win hearts and minds today. Intent does!

So, what meaning does your communication convey?

Whether it's an advertisement, a sales talk, a speech, a direct mail piece, a blog, or a presentation to your Board, being design-savvy, grammatical and logical in one's communication is woefully inadequate today. You must do something different to win hearts and commitment in this age of disillusionment and distrust; something many have lost focus of during their pursuit of wealth, reputation and power.

You must sincerely care. And you must be willing to take a stance and make choices to demonstrate to us that you care.  And if you simply don't care, please don't be surprised by the response your message elicits. The meaning of your message will eventually become apparent to everyone.

Posted January 26, 2010
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