It’s The Message, Stupid!

Political advisor James Carville shepherded Bill Clinton into the White House with the simple directive, “It’s the economy, stupid.”

We all need some focus, even marketers. So allow me to get all James Carville-y.

Numbers are all the rage these days. Everyone wants some of that big fat juicy data. Crunch those figures, spit out those reports, and carry those metrics like jewels to superiors and wait for the “attaboy” or “attagirl.”

Yes, numbers are important in our brave new world, but I think today’s numerical obsession misses the biggest potential for your marketing success–– an interesting, engaging, and compelling message.

One rooted in empathy and an understanding of human nature, and where your product or service fits into satiating a need or desire.

That doesn’t come from science; it comes from art.

Look at all the damned messages out there–– they’re everywhere–– we are pummelled with marketing at every turn, and every day, it seems there’s some new way to reach people.

But how much of it connects?

Can we agree that once we muck our way through the thick jungles of messaging it’s a wasteland of motivating marketing? Most of it is empty calories. Annoying pestering and chest thumping.

But even vacuous messages can put numbers on the board, so we continue the assault.

What if we spent more time learning about the people on the other end of the medium, and creating more engaging dispatches?

What if we spent more energy thinking about our audience rather than analyzing its reaction to our messages?

Well, then we might get some real kick-ass numbers.