- Sun, May 29 2011
- Filed under: Fun stuff
This was one of my first posts, from years ago. Since it’s likely no one read it back in the early days of this blog, I’m repeating it here in answer to a question I was asked this week: How do I break through the communications clutter?
Do you ever feel you’re mindlessly repeating the same outreach methods? Wristbands, emails, brochures? With 1.8 million nonprofits in the US alone, you need creativity to cut through the clutter. Here’s a three-step questioning process to do that:
1. When is your audience in a time, place or state of mind where they are mostly likely to take action?
Say you’re promoting healthy living. When do people decide to get active? When they’re choosing between the stairs and the escalator.
2. What vehicle would break through the clutter in that context?
Say you’re with an anti-smoking cause. People smoke outside because they can’t inside - this sure gets the point across. (Thanks to Nancy Lee for sharing the next two on the social marketing listserve.)
Try it and see where it leads you.