Is Anyone Really Listening?

I spent the past week in Melbourne visiting clients, capturing behind-the-scenes content for an emerging talent and connecting with inspiring business owners.

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Before each day shifted into full gear, I took the opportunity to walk through the city, choosing a different route each morning. Melbourne offers an incredible contrast of landscapes from the old-world charm of its historic buildings to the bold, colourful street art that brings its famous laneways to life.

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However, it wasn’t the architecture or artwork that captured my attention most. It was the people.

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Thousands moved through the city on their way to work, school or university, yet almost everyone appeared to have AirPods or headphones firmly in place.

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Don’t get me wrong, I enjoy a great podcast or an energetic ’80s playlist as much as anyone. But it made me wonder: when did we become so disconnected from the sounds of the world around us?

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Few people were looking up or absorbing the rhythm of the city, the hum of busy cafés, the wind moving through the trees, flower trolleys rolling towards market stalls or the familiar bell of a tram arriving at the platform.

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The world has undoubtedly become a symphony of noise. Messages, opinions and content come at us every day like a freight train. It’s understandable that people want to switch off. However, for businesses, this makes what people choose to listen to and what they actively tune out more important than ever.

Your marketing is no different.

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You can fill the silence with countless words, familiar phrases and language borrowed from competitors. But if your message sounds like everyone else’s, it simply becomes more noise for your audience to ignore.

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Effective marketing begins with the message.

It’s easy to jump straight into the creative and become excited about visual content, colours, photography and design. But if what you are saying doesn’t connect, no amount of beautiful creative will make it memorable.

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After three decades in the creative and marketing industry, I have seen the right words transform businesses. Consider some of the world’s most recognisable lines:  

• Just Do It - Nike
• I’m Lovin’ It  - McDonalds
• Because You’re Worth It - L’Oréal  
• Melts in Your Mouth, Not in Your Hands - M&M’s  
• Eat Fresh - Subway  
• Lowest Prices Are Just the Beginning - Bunnings Warehouse
• The Fresh Food People - Woolworths

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They are short, distinctive and instantly connected to the brands behind them.

If you are serious about building a brand people notice, remember and trust, begin with what you want to say and why your audience should care.

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In a world where everyone is competing to be heard, don’t simply add to the noise. Create a message worth listening to.

I’d love to help. Contact the team at redhotblue and let’s put words into actions.  

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