Black Friday, Small Business Saturday, Cyber Monday, and now Giving Tuesday…almost every day of the week following Thanksgiving offers us a new opportunity to spend our money. However, with so many vendors and organizations vying for our attention, it quickly begins to sound like noise. In fact, noise even seems to be some organization’s strategy, as my local NPR station proved on Giving Tuesday, as they promised not to stop asking until we gave them our money. Don’t get me wrong, my wife and I support our local NPR station but this strategy did not convince me to give them any more money. On the other hand, my wife was told yesterday of a specific need (baby carriers for refugee mothers traveling long distances with small children) in a specific place (Greece) and a specific way she could help (donate money or baby carriers). Being a mother of two small children, she immediately connected with that need and decided to give.
There are a lot of great organizations out there doing good work, but they are not always great at making that kind of connection with their target audience. Separating your business or organization from the noise involves not only being easily accessible to your target audience, but also being very specific and concrete about the results you help them achieve. The more easily your audience can grasp your message, the more likely they are to act.