Sometimes we get so occupied with how we look and sound, with following our diligently plotted out plans, that we often end up sounding canned and insincere. Unfortunately, many marketing communications efforts are so dry and lifeless that it’s no wonder they fall flat when they are launched. The causes of such insipid marketing are many. Too many cooks in the kitchen. Managers who hold on to the reins too tightly. Adherence to a very old way of doing things. Or unwillingness to stray from the all too tried-and-true.
So instead of trying to reverse all wrongs and change your entire marketing demeanor overnight, start by simply being genuine in your everyday interactions. Instead of giving customers a canned response to a question, talk to them in your own words. When you are responding to an email, instead of sending out a boilerplate response, write a short note that accomplishes the same thing.
By being real and genuine in small encounters, you can get instant feedback on how people react to you and the content of your messages, and this gives you something to build on when you look to tackle bigger challenges (like, say, overhauling your Web site or rethinking your mission).
