Change Your Message Based on your Audience – Even the Birds Know This

Turns out the city birds sing differently than their country counterparts. Part of the reason is adaption: city birds have to contend with the city noise factor and tall buildings that cause their sounds to bounce and echo when the birds sing as they try to attract mates. NPR had a great segment on this topic late last year and compared the city birds to trying to compete in a crowded bar.

As I read the piece, it struck me how often we use the same language for different audiences, expecting the same result. Hiring managers and recruiters try to hammer the message that you have to craft your resume based on the position you want and the company’s needs. Having one draft of your resume won’t cut it. The same is true with your marketing messages and the tools you use to communicate them. Just like a city bird can’t get a country bird mate using his “city” voice, you can’t expect to get the same response using the same messages over the same outlets.

Take Facebook, Twitter, LinkedIn, email newsletters and your website. Each has a distinct purpose and your marketing messages should have a distinct voice when you’re using those platforms. Certainly you can cross promote them but the way you communicate on Twitter may be more conversational (and it should be) than, say, the text on your website. Then again on Facebook you want to encourage comments on your posts and sharing and that will be different than the content you include on your LinkedIn profile page.

This isn’t really rocket science but for those who look at marketing their business as taking up too much of their time and not committing to it as they should, it’s easy to just lump everything together and update all of it using the same language – and that’s a mistake. Just like we don’t dress the same when we go to different functions with different purposes, you need to be thoughtful and tailor your message to your audience and think about where you’re speaking. Only then will your marketing messages stick and you’re not wasting your time singing your praises and no one is bothering to listen because they can’t hear you from all of the other noise already being generated.


Megy Karydes is principal of Karydes Consulting, a boutique marketing and communications firm that specializes in working with both for profit and not-for-profit organizations. This post is part of her weekly Marketing Monday tips. Sadly, the only time she can sing when someone isn’t asking her to shush is in the shower. And, even then, with two little ones who claim all parts of the house as their own, she can’t enjoy any privacy to sing to her heart’s content. But she still tries every to belt it out anytime she can – much to her childrens’ embarrassment!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s