Every good priest, politician and comedian understand something you should know: attracting people’s attention means talking to the room. You know this, right? After all, you don’t speak to every customer the same way; each comes to the conversation with a unique angle of approach. Words are important. Effective communication begins when your messaging speaks the consumer’s language. When your branding makes this leap, you’ve gone from advertising to attraction.
Messaging is strongly affected by its venue. Just as you tailor messaging to specific personas, messaging should be relevant to its setting. Writing for print is different than writing for broadcast–and writing for broadcast is wayyyy different than writing for online. Recognize the room you’re in and speak to it.
Want more effective online messaging? Read this.
[Originally published 10 May 2007]