C is for clarity: Go for transparency in your message. Simple and precise will go further than over complex.
O is for open: Don’t try and be what you are not. If you have a good product or service then there is an audience out there for you. You’ve just got to attract their attention.
M is for magic: Think about how you can enchant your target audience. Magic is exciting.
M is for mystery: An element of ambiguity that makes people look twice is good. But remember not to go too far so your message becomes unclear.
U is for unique: A distinctive approach is essential. Be different.
N is for navigation: Help your audience navigate their way through your message with a clear hierarchy of information.
I for inspire: Motivate and enthuse people and they are more likely to act on your message.
C is for conversation: Get people talking about your message and your brand.
A is for attention: Grab it. As much of it as you can.
T is for truth: There is nothing more provoking than an authentic message.
I is for inviting: Appeal. Allure. Engage. Be magnetic.
O is for obscure: Do the opposite. Obscurity creates doubt. Avoid it.
N is for no noise: Stick to one main message and don’t try and say everything at once.

And one more thing. Give yourself an A if you end every piece of information with a call to ACTION! Ask your audience to do something. Be clear about what you want them to do next. So to follow my own advice (!) please comment and let us know your thoughts. And if you are struggling to engage your audience with your communications then get in touch!

Examining trust
Dictionary.com defines trust as, “Reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.” It goes on, “The obligation or responsibility imposed on a person in whom confidence or authority is placed: a position of trust.” This got me thinking. Do we automatically inherit a position of authority because we are offering a product or a service? Yes and no. Yes, because when you offering something to potential customers it is your responsibility to ensure you provide something worth the money they are paying you. Don’t abuse your position as service or product provider by using your jargon infested language and hard sell cajoling to confuse people into buying. The answer is also no because you certainly do not automatically gain a position of authority or trust.

Unravelling you marketing to gain trust
So, how does this relate to your marketing and communications? Here’s a three point guide to achieving communications that can contribute to achieving a strong connection to your target audience so that when they need your service or product they choose you.

1. Unravel
   Simplify your message. Through consistency, straightforwardness that cuts to the chase and design you can achieve effortless communications that make sense and powerfully speak of solutions, solutions, solutions. As Leonardo Da Vinci said, “Simplicity is the ultimate form of sophistication.”
2. Unmarket
   Engage with your customers by connecting on a deeper level. Instead of shouting loudly to no one in particular about all the great but meaningless things you can do, learn about your specific customers’ emotional needs and satisfy them. Make people feel happy, proud, successful or full of energy for example and you’ll go further than presenting yourself in boring, useless industry lingo.
3. Unsell
   Authenticity is one of my personal values and it just means to be genuine. If you love what you do and you are passionate about your approach, this will come across in the way you provide workable solutions for your customers. How hard is it to be yourself, to be honest and to avoid hard sell approaches? (Hard selling does NOT work and does your name more harm than good). Another aspect of how to ‘unsell’ is to listen! You must have heard the saying, “We have one mouth and two ears for a reason.” Give your customers a chance to speak to you and listen to them. It’s only by listening to a problem or challenge that you can provide a solution to it.

What are your thoughts on unravelling, unmarketing and unselling?

P.S. Look out for Scott Stratten’s up and coming book, ‘UnMarketing: Stop Marketing. Start Engaging’ which is due out in autumn.