I did and experiment earlier this week. If you read this blog, you were a part of it. No, the experiment won’t cause irratablity or incontience. It won’t make you wake up in the morning wondering where the last 30 years have gone. In fact… it doesn’t effect you at all. It effects me.

Without looking at the previous blog post, tell me what my new company does?

*insert sound of chirping crickets here*

Chances are you blew right through this soliloquy about my company:

We save companies money by assisting them in making decisions that are weather dependent. This is done in a variety of ways including our short and long range weather forecasts specific to their needs. Another side of the business is researching our weather theory called the LRC (Lezak’s Recurring Cycle).

Ok, so maybe a few of you got to the end of it. But, if you are like many people, half of this statement simply got skimmed over, if not the entire paragraph. Why? In this world of interruptive marketing, we have grown accustomed to seeing and hearing brand messages when we don’t want to see them. It doesn’t matter if they are commercial breaks on television, spam messages in your inbox, or even brand placement INSIDE of content you are engaged in, they get ignored. The overwhelming volume of these impersonal and useless mumbo-jumbo has conditioned us to simply ignore them.

Exclusive!
Save money!
Synergy
New and Improved!

Are you serious? These phrases have been so overused, that they become mute. What would be better words/phrases?

Exclusive – You will only see this here
Save money – This is good for your pocketbook
Synergy – This helps you work together
New and Improved – We want to bring you great products

talkingThose are just some examples off the top of my head. But if your communications, mission statement, or elevator pitch sounds like something you got off the old “Dilbert Mission Statement Generator”, nothing but words and phrases designed to make you sound intelligent, you’ve MISSED the point of communication in this day and age. Be human. Communicate as if someone was your friend, not a potential customer.

This is not easy to do if you have spent years in the world of one way communications. When you communicate, expect the response to your communications to be someone talking to you face-to-face. Don’t communicate with the mindset that their sole response is reaching into their pocketbook.