007 3 Fundamental Rules for Communication

ShipTalk

Rule #1 Attention is the MOST Important Asset

Find the intersection of your brand & their attention

• Find where your audience is spending their time
  - do they watch a lot of cable?
  - do they spend a lot of time on SM?
  - do they listen to a lot of podcasts/radio?

What sort of impact could we have if we were able to actively reach 1/2 (or more) of the people in our communities?

• Estimated population of the Earth in 2021 is 7.9B
• Estimated penetration of SM in 2021 is 3.1B
• If your community held an event where it was free to set up your church/non profit/business/organization & you KNEW the 1/2 (or more) of your community would show up - would you not set up there?

Rule #2 Gain the Attention

• Stop the stroll - When you set up at an event or your brick & mortar window you want people to stop at your store or booth. The same concept applies on your digital media
• Stop the scroll - as people scroll through their SM it’s imperative that they see something they feel like they need to stop at
• How do we get people to stop at our content?

Rule #3 Be Different

While “Branding” is SO important to your organization - that doesn’t mean the every piece of content should look identical

• If your content looks just like every other piece of content that people are mindlessly scrolling by then it can’t capture their attention
• If your store window looks like everyone else’s. If your burger looks like everyone else’s. If your store looks the same as every other store in town, it won’t entice people to stay. If you look exactly the same as everyone else then you won’t capture the attention of your audience.
• When thinking about your digital strategy, think about things that stop the scroll. Smiling faces (community)

Use familiar design in unfamiliar places. (i.e. screen shot of a tweet and post on FB or iMessage format in an IG story)

If we use the same design all the time then we are conditioning our audience to subconsciously scroll past our content

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