“It’s Not What You Say, It’s What People Hear.”
I came across this great quote the other day from, Frank Luntz, an American corporate and political consultant and pollster who has worked most notably with the Republican Party in the United States.
Anyway, it got me thinking about its relevance to marketing…
So too often small business owners spend so much time trying to scribe the perfect sales pitch, but then simply slap it in a local newspaper with an almost disregard for you will be hearing (reading) it.
It so important to match the message to the market - someone reading the Chicago Tribune will hear (read) your messages completely differently to someone reading the trade specific journal, and someone searching on Google will hear what you are saying differently again.
What about Madison Avenue style advertising, they type where you create a really clever slogan, tagline or witty statement that you stick on a billboard - You may be saying some really clever, but is anyone actually listening at 120 Km p/hr.
“It’s not what you say, it’s what people hear.”
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