There is an old maxim about talking in public.
To be heard, stand up.
To be seen, speak up.
To be respected, shut up.
The first two lines seem to run counter to common sense – if you want to be heard, surely you’d speak up, if you want to be seen, just stand up.
But the wisdom behind the maxim reflects a simple observation.
If you want to draw attention to yourself, don’t simply do more of what everyone else is doing.
If you want to be heard above the daily din of advertising, the demand for deadlines met and the 24 hour news cycle, stand up.
Stand for something.
Have a purpose beyond getting your money out of their pockets.
For marketing folk, this translates as not simply adding your voice to the clamour. To grab their attention, rise above the noise. Show them a different perspective.
If that perspective is relevant to them, the next time you speak, they’ll give you more attention.
And then more attention.
A clear purpose also ensures all your messages are consistent.
There is a theme beyond, give me your money.
A clear purpose means you can stick to the theme, without repeating yourself into invisibility.
If you’ve earned their attention, make sure everything you say gives them another reason to fall in love with your message.
If you have a consistent relevant message, once you’ve made your point, you can sit down.
You don’t need to turn every occasion into another pitiful cry for attention.
You won’t feel the need to use a national tragedy to sell vegetables.
Or more beer.
And while Blind Freddy can see that so clearly now, it’s amazing how many brands will continue making the same mistakes.
Because we too often see being clever as being relevant.
We have permission to speak up. We should also
have the sense to shut up.
Respect, like attention, must be earned.
If only it was as simple as writing it down
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