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IT'S THE MESSAGE, STUPID

Guest post by: Thomas J. Madden

Article Overview: Content is king. We're getting all caught up in the exploding forms of conveyance, but the effectiveness of the message is and has always been a factor of its content.

IT'S THE MESSAGE, STUPID

Once upon a time it was "the economy, stupid." Today "it's the message, stupid."

We're getting all caught up in the exploding forms of conveying it, but the root of effectiveness of any message, regardless of how it travels to us, is still its content.

Even in the midst oftoday's Facebook mania and twitteronomy, regardness of how fancy or flashy is the carriage it rides in, content will always be king.

Take for example my PR firm endeavoringto point out that one catheter is much safer than most catheters in use in hospitals today. Should the message be "our catheter is the safest?"

Or should he message be more dramatic as follows:

"All patients were created equal. But all catheters were not. Warning: Most catheters on the market tody are actually creating potentially life-threatening infections. One brand sticks out. For whenever Ry Medical Technologies' catheters are put into use at a hospital, the number of deadly infections drops to near zero."

Drama. Sharpness. Clarity. These are the ingredients that make messages work. Whether they're tweeted or flown inon a paper airplane. Pilot to crew:it's the message, stupid.

So let's not forget that all messages arenot transmitted equally. The most sophisticated format, the most modern technology cannot make a weak note profound.

Before the Internet explosion, Leonard Goldenson, the founder of ABC where I once worked, was fond of pointing out that a good story would bejust as effectiveon film, on television orcable. The delivery method wasn't the determinant of effectiveness. It was always what was delivered.

With messages, it always comes down to words and ultimately to the content they constitute.

That's my tweet for today.

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Article Tags: communicating, content, effectiveness, facebook, message, twitter



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