Difference Drives Delivery

Many people suffer from information overload. But you can get your message through to them by making it different and appealing.

That Difference will Deliver your message by making it interesting rather than just more info.

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Information overload means they get too much information in their mailbox, by email, over the telephone and from television. And then there is what they encounter in their daily work.

To get your message across to them, you need to cut through all that information and make your message appealing.

Making it different helps it get delivered to their eyeballs.

Difference Drives Delivery. The media and the audience want to know what is attractive, unique, odd, appealing, weird, sexy, controversial, interesting, or in any other way different about your product, organization or your story.

If you want to get a message across, the same old stuff is not as effective as something different.

Something different is usually something that gets people's attention without shocking them - depending on the message and the situation. Some people are so withdrawn or so hyped up that they respond only to shock tactics.

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In most situations and for most messages, too much shock just becomes overload and people switch off to your message and other similar ones. In that situation, too much shock is no longer different, it is the same as all the other shocking things. Time for something less shocking.

Difference is anything that makes you stand out. A small piece of classical music on a radio program that normally plays only modern music will be unusual and will make a point. As will a short piece of heavy metal on an "easy listening" station.

Getting interviewed on a radio station or in a publication that caters to a different crowd can give your message some extra impact as well as delivering it to a different audience.

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If members of this different audience have colleagues, friends or relatives among your potential customers, they may raise the topic with your customer. If your customer gets the message from a different medium - the person who heard or read your interview but wasn't a direct customer - it gives you a second bite at the media cherry.

For example, you may get interviewed on a mainstream capital city radio station yet your market is predominantly farmers, as mine is. Some of the people listening to the program may be hobby farmers or may have acquaintances who are farmers. If your story is interesting to the city person, the next time they run into that farmer have contact with that farmer, they may ask if the farmer is familiar with your product or service.

Then may follow a conversation about how the person came to hear about it and the farmer may be more interested in your product or service than they would have been before that conversation.

This then satisfies one all the most successful techniques in communication and that is:

A good reference

This means that if the potential customer receives your message from two different locations, the effect is much greater than receiving it twice from the same location.

This is why advertizers often say "as seen on TV".

However, the point of reference needs to be

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If your competitors are full of hype and flashy stuff or your field is, the difference could be something plain. Think about modern cuisine:
Sometimes the utterly simple, almost stark message is the most effective. If you remember the classic advertisements from the 1960s for Volkswagen, they often consisted of just a picture of the Volkswagen beetle, a headline and some minimal copy. As a result of this simplicity, many people read every single word and devoured the underlying message.

In other words, the difference of the ads drove the delivery of the message right to where Volkswagen wanted it, into the hearts and minds of its potential customers.

Even though information overload was not as obvious a problem in the 1960s, most ads at the time were unsubtle, cluttered and full of information. The simplicity and directness of the Volkswagen ad made it stand out and help to establish the brand in countries outside Europe.

In many newspapers, on many television and radio stations today, there are stories about ordinary people living what used to be an ordinary life. However these days it is not as ordinary and particularly it seems very different from the lives of the people in that audience.

Because our society is very complex and has so many different niches for work, lifestyle and other activities, an ordinary job or an ordinary life may seem extraordinary to many people in your potential audience.

Many people have no idea of what most other people's lives and jobs are like.

So it may be the very ordinary nature of the person, the life they live or the work they do that makes it extraordinary.

And so it can be for your story.

If you are looking at a printed version of this page and you would like to visit it on the internet and get a stack of other info that may assist you, the full web address is

Related info:

Radio paints a picture

Some cautions when dealing with the media

Dealing with the Media workshop

Simpler, easier radio interviews

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To get your message across to people suffering from information overload, you need something to make it stand out so it can cut through all that information and hit the target.

Consider using other media, other ways of presenting your information and other approaches to allow you to take advantage of Difference in your next Delivery.

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This page was updated on December 27, 2007