Strategies for dealing with Noise

In ever communication environment there is noise. Think of noise as any thing that is inbetween you and the receiver of your communication that distracts, garbles, or silences your message. For example if you are reading this post in a room with a tv on or maybe itunes playing in the background, then they are creating noise to the message that I am sending you. Now not all noise is bad and some can even be used effectively as a positive incentive. It creates an environment conducive to you receiving. But alot of times noise is distracting and steals impact from the very message that we think we are so eloquently communicating.

In a conference I spoke at this last week I was able to layout some strategies for dealing with noise. I just wanted to pass on a few of these while they are on my mind.

#1. Find Niche markets.
- If you can find silent markets then suddenly it's a whole lot easier to communicate your message. We are exposed to an estimated 10,000 brand messages a day. The more you can isolate a person receiving your message then the more powerful the message. Or at least the more likely it is that the message will not be garbled and miscommunicated to the receiver.

#2. Use the surrounding noise to amplify your message.
- All messages are communicated through a medium. If you can find the "frequency" of your medium then you can actually amplify your message by properly shaping the noise around it. These messages are often the most effective ones because you literally are emersing the person in the full experience of the message. And immersion deals with other marketing obstacles (we'll be talking about these in the coming weeks).

#3. Consistent Messaging
- Try to send the same message repeatedly but through different mediums and different ways. For example, if I have you to think of a dog, I imagine that each one of you will picture a very different looking dog. Some may picture a husky, others a little small lap dog, and still others an enormous great dane. By communicating the message of a dog to you in different mediums with increased descriptions of the message then it becomes clearer and clearer each time. And with each message that I send the more consistent I can be the more likely I am to get my message clearly through the noise.

#4. Clear Identity
- Finally, it is much easier to communicate who you are than it is something that you aren't. The clearer you understand your personal "identity" the easier it is to market that identity. I truly believe that God has made each one of us totally and significaltly unique. And somewhere or somehow I am so unique that no one else can compete with me in that area. However, it is challenging to find that blend if you don't know you are. Think of starbucks... they aren't trying to beat foldgers coffee, because their identity is not wrapped up in home coffee... they are selling you an experience and a social status and that is WHO they are. In the same way, you have some way that you can create a unique niche based on your unique identity. Start to discover your identity now and you will find that marketing is easy when you know WHO and WHY you are.

These are just a few ways to overcome noise. I"m sure there are tons of other options, but these are some ways that I know work.

For more info send your comments in and keep on changing!