|
|
In these info-maniac times, how do you create breakthrough
communication – stuff that people really remember? How
do you stand out strong in the tornado of messages that surrounds
your customers? This challenge just gets bigger every
year. Do you have what it takes?
It certainly would be hubristic to say that we know the exact
solution to this great challenge. But we know that in order to
climb the highest mountain, you will need three things: tools,
craftsmanship and courage. You can come far with courage
alone, you can do fairly well with the best of tools and, of
course, experience has climbed a few rocks along the years
– but to tackle this constantly growing marketing challenge,
you’ll need to have it all.
As for tools… We love our toolbox, any craftsman does, and
there are tasks we simply can’t perform without it. Some of
our tools are brand new and cutting edge such as the advanced
mathematical optimization tools we use, for example,
to identify the most effective combination out of multiple
message variables (it’s math similar to that of Google’s search
engines) and the huge opportunities digital technology has
offered when it comes to personal communication on a large
scale.
But the most important and sharpest of our tools is as old
as humanity. Even though technology and knowledge have
developed through the years, a human is still a human and the
most effective way to touch us is by speaking to our feelings.
This is the same as to say that effective communication must
be based on psychological insight and empathy.
At Action, we are following the progress within the fields of
psychological and pedagogical research with eager curiosity.
We would much rather send our creatives to a seminar on the
collective unconscious than put them through a course in the
latest trend programs (those skills we can hire). It’s as simple
as this: in order to speak to humans, you have to understand
and love humans. (You can read more about learning styles
and our groundbreaking subject line system here)
Deep at the bottom of our toolbox you’ll find the tool which to
us is what the knife is to the carpenter. There’s an old saying:
“What is truer than truth? The story!” Storytelling is as basic as
communication itself. Storytelling is the tool all religions have
chosen to explain maybe the most complex message of all –
who we are (and why) and where we are going. It is probably
the most effective and powerful way to reach out to another
person.
If used in the right way, a story can change the world. It can
also sell al lot of diapers.
This was a short introduction to our toolbox. As for courage
and craftsmanship – challenge us.
|
|