By Omawunmi Ogbe (Nigeria)
Managing Partner, GLG Communications
How can you make your voice heard in a world inundated with content? This is a question that plagues individuals and businesses. Unfortunately, you don’t have the marketing budget of Coca-Cola or Amazon’s plethora of writers.
I always joke that we’re drowning in information. The statement, “nothing is new under the sun,” has never been more accurate, and it will worsen. With everything and everyone vying for attention, it is harder than ever to stand out in our noisy and constantly disrupted world.
From an increasingly short attention span to unfavourable social media algorithms, the death of organic digital growth and much more, it is essential to recognise and address some of the challenges inherent in the context of our time.
What Makes a Voice or Message Distinct?
A distinct voice is one that:
1. Has a clear message – Firstly, it’s crucial to have a clear and concise message. You need to know what you want to say and how you want to say it.
2. Has a defined target audience – Know who you’re trying to reach and what they want to hear from you. By being specific, you’ll better connect with your audience and ensure they remember your message.
3. Knows their niche – You cannot speak to everyone. So, find your niche and get more personal with your audience.
4. Creates content that drives curiosity, educates, entertains, and/or informs.
5. Pays attention to detail.
So, How Can You Make Your Voice Stand Out Today?
Today’s hot topic can quickly fade with the next day’s news cycle. Making your voice and message stand out in a crowded marketplace, albeit challenging, is possible. With creativity and effort, you can cut through.
Listen More
In an age of information overload, we need to become active listeners, especially as PR and communications professionals. How can you know what people want or contribute meaningfully to what your stakeholders are saying if you don’t listen? To stand out, you must prioritise listening. This means genuinely paying attention to what is being said and what isn’t being said – text, tone and body language. Whether you’re a business, career professional or leader, the more you listen, the more problems you can solve. And the more problems you solve, the more valuable you become. From regular conversations to feedback forms, social listening and media monitoring tools, there are many ways to listen to the people you serve and desire to reach.
Embrace Your Uniqueness, Be More YOU!
To get your message across successfully, you need to give yourself an edge to get your message across successfully. As a little girl, my older brother used to play the song “What makes you different makes you beautiful” by the American boy band Backstreet Boys. While I did not fully grasp the enormity of the words then, the message has stayed with me. Difference is good. Be your own kind of voice, carve out who you are and remain true to it. Authenticity is an over-flogged word, but we must stop talking about it and start being about it. People are tired of seeing the same old things. What you want to change could get you noticed and make your voice distinct in a sea of voices. Be more you!
Don’t be afraid to make bold and, sometimes, controversial statements. Don’t be scared to zag in a world where many want to zig and can’t take a stand. If you have something bold or provocative to say, it can help you grab attention and get people talking about you and your brand. However, you have to be sure that your stance isn’t performative. Ensure that it is authentic to who you are as a person or company, otherwise, you risk alienating your audience.
Cut Through the Noise by Telling Stories That Stick.
Stories rule! You’re constantly fighting for attention as a career professional or business owner. It could be getting potential customers to notice your product or service or standing out against the competition.
We all love a good story, and stories are a powerful way to connect and engagingly communicate your message. When crafting your story, focus on making it relatable, emotional, and inspiring – this will help it stick in people’s minds and make them more likely to remember your message.
An excellent example of the kinds of stories you can share to get noticed is case studies. Case studies show how your product or service has helped solve a problem for a customer. By sharing these stories, you can show potential clients that you understand their needs and have a track record of success in solving similar problems.
Focus on Relevance and Meaning
Whilst reputation is crucial to success and contributes to market cap and share price, results show that relevance matters more in today’s fast-changing world.
It is no secret that consumer behaviour on all levels has shifted since the covid-19 pandemic. People now care more about what your message offers them and how relevant it is to their lives and careers. Whether as an individual or corporate brand, when you do it right, relevance will position you to be admired, perceived to be innovative and attractive to the different spectrums of stakeholders in the marketplace.
Relevance is achieved when a brand resonates in people’s minds; it is the driver of reputation. I always say that the most powerful message you will ever share begins in the mind of your end user.
When you put yourself in your audience’s shoes, you’re thinking like them, understanding their pain points and using your message to solve their problems. Therefore, to be relevant is to be attuned to the needs of your target audience.
Regardless of the format or medium, think about the following before putting out a message or designing a communication plan:
– How am I contributing to the things that matter most to my end user?
– Am I making myself relevant to my target audience?
– Does my message resonate with them?
– Do people know, like and trust me?
– Are they searching for this kind of message?
– Will they share my message with others?
– Do they understand my long-term strategy?