“Marketing, You Ignorant Slut!” Setting the Tone of a Message

Please tell me you got that Saturday Night Live reference. If not, then let me tell you that I’m really not that big of a jerk.

Not too much, in any case.

Comedic troupes like Saturday Night Live, Second City and numerous improv groups learn the value and technique of setting a tone, and delivering a message.

As professional communicators, we should practice and hone that same skill.

But how can we do that?

1. Practice
People can be born storytellers, or it can be taught. But in order to be effective, one must practice. And practice well. There is a difference between just going through the motions, and practicing intentionally, but that’s another topic.

2. Research
As much as we would like to think of ourselves as experts, we’re really not. Like I said in a previous post, it is much better to be a geek than an expert. Reading up on your audiences, new techniques, new ways to apply old techniques well further develop your message delivering talent.

3.  Practice some more
As coaches say, they want their players to play just as hard in practice as they play on game day. The same should apply to us. Drafting, editing, cleaning up loose ends is imperative before we shine the light on our work for the brands we represent.

4. Test
No one has ever frowned upon building a prototype. Better to find out that a model is wrong before rushing to build the whole thing with a faulty foundation. Test your message before rolling it out to the whole audience.

5. Edit
Sometimes your tests work perfectly. More often than not, some tweaking is needed. And that’s not bad.

6. Adapt
And finally, just because the message may work to perfection one time, doesn’t mean it will work again the next. For example, I highly doubt that another post of mine will have the phrase “ignorant slut” in it. The shock factor is already gone. But if it was effective, I’ll craft a title that still carries a shock factor, but that will relate to the content presented.

So, enjoy the SNL clip, and happy crafting!

Cheers,
DW

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5 thoughts on ““Marketing, You Ignorant Slut!” Setting the Tone of a Message

  1. Definitely an attention getting title. I am glad you referenced SNL. The message was good. Having just finished a semester where I had to do several presentations, the advice is right on.

  2. The “ignorant slut” line could become your catchphrase!

  3. Consider yourself tempted!

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