Genuine Content Drives Marketing – Written Communication works effectively than Verbal Communication – Consumer Content Marketing

January 1, 2009

Today I am trying to speak out my thoughts on how content or written communication can be effective to marketing communications as well as Consumer Approach  Communications

whatever I write or whatever I think,  I always try to relate with some real life examples…

Okay sounds interesting…

One Real Life example:

We had a great New-year. Me and my wife did’nt go anywhere and didn’t have any fun that night. We thought of celebrating this new-year through quarrelling with each other.. hmmmm..thats the story of every married couple. L I was very excited on 31st morning and was expecting some last moment plans. Suddenly my cousin called me and asked me to accompany him at some resort where he had passes for. I really got carried away. But unfortunately my wife had to go to office the next morning. So I asked my cousin to tell her that he wants me to come with him. Listening to this I called her. She banged the phone and then I realized the possible danger at home that night. So I wrote her an SMS

Me – “Hey sweetheart I m not going anywhere. I m sorry I got carried away sweety. I am coming early home by 5 & be with you” – 26 words

My wife replied to it – “I hate 2 faced ppl u bluff u dnt hav money m married 2 d mst selfish man dnt use ur cousin 4 ur purposes nw I will make it a pnt nt 2 b wit u plz dnt show me ur face2day n tmrw wnt 2 b alne m serious. Just go to hel nw I no hw much u realy care wl nt be wit u on my b’day also bye…”  – 73 words

Me – “trust me sweety u were always in my mind it just happened that way . this year I want to start happily with u. let us forget all these things, trust me I did’nt any such intentions & my cousin was about to sponser on it and forget it u will still think the same L (a smiley or other emoticons does matter in these cases)”
66 words

My wife replied to it – “dats d reasn u initiated dis plan. Hav no reasn 2 trust u on dis. 4get it I still wish 2 b alne bye tak care” – 26 words

Me – “I didn’t reply anything to it. Just kept quite and anticipating a message from her”

My Wife replied to it – Milk has nt cum – 4 words

[In my above interaction with my wife which was written communication and not verbal, really helped saving my day. I could even got her convinced.]

My overall view point on this is to show how effective can written communication be. Same way whatever we write to our consumers or whatever we promote should try to speak their language. I have seen so many other marketing communications; it does have any clarity in the message and does not connect them. Every consumer will like to feel special about whatever is being offered to him. One should develop a customized communication to reach our targeted consumers. Online marketing, rather social media marketing do follow these tactics. We cannot write messages with jargons or technical words. Social Media Marketing does not encourage jargon based communication. It needs to be simple and connect everyone. But I am not saying that it needs to be in casual tone. But whatever communication we develop should be very simple and self explanatory.

I receive lot of emails from Banks, Insurance companies, Clubs & Resort for Membership. I just don’t feeling like reading them at all. Maybe that is the strategy of mass mailing system. But every marketer in similar industry needs to change they way they approach. What if we target 100 Customers and communicate with them the way they want it to be. I am sure 80 people would turn out to be your genuine customers.

Old ways of Marketing such telemarketing, Teaser Marketing etc no more works. How many people would like to receive calls from unknown people who try to pitch for new deals and offers. Yes, but a well explained email, sms or a message would surely provoke a customer to read through it. Especially when an email gives you insight of how can insurance help you in your near future. What if you don’t have insurance, what are the possible problems you might face. These are just examples.

What I am trying to make all the marketers clear is that POPUP marketing and direct marketing does not work anymore. Lets use mediums through which a consumer would like to be contacted. Show him insights of it. Lets not show them a comparative report about how many customers do you have or how many branches do you have or how big your organization is, but what we offer and how we offer is important.

I am very much close to permission based marketing. But I am not talking about it. I am trying to explain that people need time to go through and would like to act upon their convenience. A nicely written email can do miracles to your business. Not an embedded emailer or a telemarketing executive which does not connect to your needs, but interrupts you in every possible way. I have also observed one more aspect of the telemarketing executives. For eg: They offer a deal or a scheme and we say we are not interested, but you know twhat hey ask you “WHY”     🙂

I certainly don’t blame them, because they have enough pressures to meet their targets. But the entire marketing strategy goes wrong this way.

I receive lots of emails with embedded emailer which does not speak anything to me. It just acts like an online banner. Hey guys what am I achieving by looking at it. It does not speak about my needs, It does not even interact. And I also know that it has been sent by an automated system.

What consumers look for is Real thing & not Reel thing. May be a representative interacting from an HSBC corporate office and not from an outsourced call centre would interest me to look into their offerings. The whole point revolves is consumers want a real approach which connects them with the offerings. Same way people can also report their complaints and can be assured of responses.

Social Media Marketing revolves on written communication; people ask me queries on Social Media marketing or digital PR. Sometimes the questions are very difficult but I am able to answer them b’coz I get time to prepare myself and answer them.

Let me give one more example to it.

In Traditional PR, we have Press meets, Press conferences, one-on-one media interaction who are always ready to ask many questions in a typical way  about the organization or some mistakes unintentionally came across . PR agencies do train their client in how to reply journalists or reporters but its very difficult to give a justified answers to spontaneous questions being asked by the media. So why not develop a different medium where those actual things can also be communicated.

Say an angry consumer reacting to the problems faced though a product might be very difficult to handle face to face. But if the same person is online react the same way, especially with bloggers & direct consumers, its easier to handle them through written communication at the same can also convince a customer throughout. My only idea is  to also tap the online medium along with other  mediums. Especially negative articles published online can be converted into positive reviews through proper communication from the organization’s representative. This needs a complete participation, interaction using Social Media. This helps an organization to avoid further damages to their image.

Similar way I tried to convince my wife in not reacting further to the incident 🙂


5 Responses to “Genuine Content Drives Marketing – Written Communication works effectively than Verbal Communication – Consumer Content Marketing”

  1. Ben Waugh Says:


    I would like to put a link to your site on my blog roll if you want to do the same for mine. It would be a good way to build up both of our readerships.

    thank you.

  2. […] Genuine Content Drives Marketing – Written Content works … Social Media Marketing revolves on written communication; people ask me queries on Social Media marketing or digital PR. Sometimes the questions are very difficult but I am able to answer them b’coz I get time to prepare myself and … Indian Social Media – […]

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  4. […] or any form of the content. I am not just saying content, but it is all about quality content. “Quality Content!!” this sounds too tricky. Sometimes I would feel what quality content would be. Is it […]

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