Still image capture from YouTube video of Felix Baumgartner's skydive
Mike Peck is the President of Outside Source Design and the chief marketing strategist.
Like you, I have been enthralled with the adventures of Felix Baumgartner. His jump from 128,000 feet placed him at an historic intersection of adventure, aerospace, and marketing history. His leap was broadcast on YouTube. His effort was privately funded and his success will never be forgotten. He broke the sound barrier in more ways than one.
The sound barrier is the point where an object moves from transonic to supersonic speed. The point of break creates a sound, called a sonic boom. In marketing, you might say there is a sound barrier as well. Your audiences are barraged by limits on time and a dizzying amount of message clutter hits them everyday. They don’t have the bandwidth to assimilate everything that is in view, so they create barriers to your messages and simply tune things out. However, it is not simply speed that will allow you to break this sound barrier. The key is simple – be relevant.
Understand the forces your messages will be facing. Streamline and protect those messages by creating them with the audience in mind. Choose the right message vehicles and use them wisely. Remember, what you want to say is not nearly as important as what your customer wants to hear. Be relevant to them and you will be valuable by association. Break through by saying what your audience is waiting to hear.
How do you plan to break through the noise and clutter to get your message to your customers?
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