The Communications Factors: How We Influence Others

Miriam Webster‘s definition of “communications” is “the process by which information is exchanged between individuals…” and “the technology of the transmission of information.” As stated in the previous post, without communication techniques, all the mass media in the world will only fall on unreceptive ground.

Think about it; how many times have you “tuned out” television commercials selling whatever. Sometimes saturation is not the key to marketing. There is a “tipping point,” to use a phrase networking strategist Jay Deragon frequently employs, at which the message selling a good or service reaches its maximum effectiveness. If there were any less play of the commercial, the target audience would not act as often as it would otherwise. Any more play, and the target audience begins subconciously to form a mental barrier, not allowing any more of the message to get through to the decision-making portions of the brain. Either has a less-than-desirable effect.

By employing the techniques of communications, one is able to establish a rapport with the consumers while engaging others who are hearing the message for the ump-teenth time.

Clear and effective crafting of the message is the key to achieving this balance. The advertiser needs to make sure that the message gets across, making sure that the key components of the product or service are highlighted.

We are becoming the “portals” in the relationship economy through which the best means of advertising will come and the advertisers know this! We are able to decide what we want to promote, dissuade and endorse. Soon big marketing execs will be calling or emailing us to get us to give them access to our networks of contacts.

How ’bout it?

Explore posts in the same categories: networking, relationship economy, social networking, The Communications Factors, Web2.0

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