Monday, May 07, 2007

 

The media is not the message

Great reminder this morning by Roy Williams in his Monday Morning Memo about the difference between advertising channels and messages.

Too often, marketers put more focus on how their message will reach an intended audience, and not nearly enough focus on the message itself.

Yet if more of us, more often, put most of our focus on the message - ensuring we have something unique, remarkable and relevant for our customers - the channel would be far less important.

Great ideas find their own way to the surface. Unique messages spread themselves. For the best marketing messages, channel is merely a starting point for the kind of buzz and word-of-mouth pass-along effect to follow.

Read Roy's full message this morning here, or hear him read it to you here.

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