The Tao of Messaging through Technology
This week I’ve been working on updating our communications plan, confronting the eternal question of lead generation – how to create a message that appeals to as many as possible without losing the individuality of the message.
While I’ll probably never be accused of leading a perfectly balanced life, I do believe that most things work out best when a balance is found between the extremes. While I would love to deliver a message that is entirely personalized to every recipient, such messaging would make it impossible to reach enough people to provide benefit. At the same time a generic message, while providing a much greater reach, will likely fall on deaf ears 99.9% of the time.
We’ve all encountered both extremes in communications – from the bland generic mass mailings sent to every mailbox in the country to the direct sales call from someone that seems to know my every move from the last two years.
The good news is that technology is rapidly advancing the ability to find the balance by delivering personalized, targeted messages to a broad audience of people. While this may not be the middle path to enlightenment, it does provide some exciting opportunities for creating and delivering your message.
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