communications

New tools. Old solution

So we’ve been having some interesting times here in Malaysia. What with our politics becoming ever more colourful, the on-going focus on the economy (or lack of) and the various other concerns we have as a country and a people, Malaysia is in a state of flux.

Surrounding it of course are various other messages and happenings - Earth Hour; the never ending sales for shopaholics; Hollywoods latest tranch of movies .. some of which are rather good; and of course the need to be heard above the clutter. The one thing they’ve had in common is a sometimes not so gentle reminder of the cardinal rule:

Regardless of whether you’re trying to sell a product, a story or even yourself - it’s the message that matters.

The past few weeks have seen numerous meetings and conversations where marketeers, the dude at the corner coffee shop and journalists who should know better going on about the need for greater diversity in “how” various businesses, politicians and NGOs get their messages out there.

But in this ever greater need for “the next big idea” or “more diveristy” or - the one that makes me grind my teeth - “thinking out of the box”, we often forget the message.

Newspapers. Online portals. Broadcast. Radio. Blogs. Social Media. New Media. Traditional Media. Advertising. Marketing. Guerilla Marketing. The list is endless but in the end these are merely means to an end.

It is and will remain the quality of your story - your message - that will determine whether or not people see you, hear you, remember you and most importantly - engage with you on a long term basis.

And long term is especially important given the cost of acquisition for an audience or customer and these current economic conditions isn’t it?

Get back to the basics and ask yourself - so, what’s my message?

Have you seen great examples of well told stories delivered in innovative ways recently? What about companies or individuals who’ve been doing a great job delivering consistency in their storytelling?

© 2009 Journeys Through The Line.