In Lethbridge, we’re getting close to a municipal election. The campaigning has been going on for some time, but only fairly recently has the onslaught of lawn signs appeared. There has been some lively discussions on Twitter regarding the use of lawn signs, but that is another issue.
Day after day, on my way to work, I pass these lawn signs. The other day, I started thinking, are these signs really making a difference?
You see in the picture, there is a sea of voices. At this corner there are 9 different candidates. I honestly couldn’t make heads or tails of the names, it was really a blur to me as a drove by.
Campaign signs, billboards and similar marketing tactics are simply a shotgun approach. Your message will reach some of your target audience, but very few.
How to be heard
In the new marketing, successful marketing isn’t about who can shout the loudest (even though it seems that way from the photo above). Here’s how to really be heard:
- build relationships: people don’t care how much you know, until they know how much you care
- close the trust gap: it takes more than signs and promises to gain trust
- offer help: people will listen to you more when you’ve helped them or given them advice
- listen: Stephen Covey offers great advice – “seek first to understand, then to be understood”
The bottom line is: shouting and shotgun approaches are not how you have your voice heard in a sea of voices.
What are some other ways that you think can help you be heard by others? Please share below.