Engaging CultureStrategy & Marketing

How Your Message is Delivered is Just as Important as the Message Itself

Now before you crucify me for heresy, let me explain. My father was a pastor back in the 50’s and 60’s, and compared to today, getting his message out was easy. Church was a big part of life back then, and the distractions were very few. But today?

Here’s a few stats to put it in perspective:
The average cable network has 180 channels – some up to 500 channels.
Facebook has more than a billion users.
Social media is now the #1 activity on the web.
Some researchers indicate that the average person is bombarded with 10,000 media message every day.
You can hardly go anywhere on the planet without receiving some type of signal – cell, wifi, radio, TV, short wave, etc.

The challenge you face today is competition.  Hyper competition. Which means that with so many choices out there for a person’s attention, how your message is delivered is more important than ever.  My experience is that it only takes a few seconds to decide what TV program to watch and it only takes 1 second to decide which online article to read.

Delivery matters today – and it’s not just about media.  I have a friend who refuses to visit a dentist.  It’s not about the treatment or even the pain. But an incompetent dentist in the past keeps him from ever trying it again. There are millions of those stories related to bad experiences purchasing a product, attending church, and more.

There are simply a million reasons for people to do something else rather than watch your TV program or movie, read your book, blog, or article, listen to your sermon or hear your presentation.

What about your delivery could you improve so that your chances of success go up?
What can you do to make it easier to watch, listen to, or read your message?
How can you increase your audience’s desire?
How can you get on their radar?
How can you make it urgent?

Think about it:  Master your content and be an expert. But even genius won’t matter if you don’t have an audience. It doesn’t matter how great the message – if there’s nobody listening, watching, or reading, you’ve failed.

Simple as that.

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  1. That’s a tough reality there. When I put my book out this year and delivered it to pastors I thought that finally they would all get what I was on about and have a paradigm shift. After a meeting with a pastor recently I realized how stupid that thinking was. They still don’t get it. Now I’m looking at taking the message in the book and creating 60 second videos. Not as an additional product, but as another attempt to get my message through. (sigh)

    1. Josh

      I feel your pain. I’ve found vision is a different gift that is so easily taken for granted. Many times I could see a clear path through a difficult problem in engineering. I shared my vision at important meetings where everyone smiled and nodded in agreement (I thought). But then the powers to be only addressed the surface issues and did nothing for the root cause that I had identified. I became confessed. I got so bad for me during my career I changed my major from engineering to communications because I realized I was not connecting with people. They would all be polite and act like they understood but the bottom-line was I was skipping (taking for granted) important details when I was communicating.

      We all have a tendency to think everyone around us sees things just as we see them but they may not. We all filter everything we see through our life experience. The problem is everyones life experience is different. That is a mind blowing realization when you get what that really means. The potential is huge for us to not relay a message properly when we don’t take this fact into consideration.

      Just to show you the tip of the iceberg just think about the difference between men and how they process information and how women process information. The key to understanding this is understanding that peoples priorities come from their root cause for being here on this earth or as Phil would say “Their one big thing.” What is important to a banker is not necessarily important to a musician and that is not bad. Just different.

      Think about it Josh. How can you break down your message to the lowest common denominator so all the different ways of thinking will get that important message given to you to share?

        1. Thanks for your encouraging response Josh.

          I used the lowest common denominator term when I edited our PHD engineer’s papers and reports seeking funding for issues they identified and papers they wrote for aerospace engineering conferences. It worked well with with them but I wasn’t sure how it would carry-over to your situation. I’m glad it resonated with you. God Bless and your book is on my reading list.

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