Climate change. Artificial Intelligence, blockchain, robotics. Lack of clarity around Brexit. U.S. Presidential election. Overall sociopolitical uncertainty.
These are just a few key market dynamics that will impact business in 2020. So why bother setting up a communications strategy at all, right? If everything is going to change in a few months why not just embrace “semi-controlled chaos” in our messaging, outreach and reputation and influencing strategies?
Resist this idea.
Sure, everything is changing around us all the time, but it always was changing.
Not this fast, you say? Not at this level?
Consistency in who you are in the market is the way to get the market to notice you, as much as launching a brand new idea. Sure, we want people to believe we just invented the New Big Thing — with as much enthusiasm as the launch of the Internet, the iPhone, and the scientific proof that wine is really healthy for you. (Okay, I made that last one up.)
The key to gaining quality attention (i.e. attracting people who are seeking what you have to offer) is to showcase a consistent story, which includes delivering quality, effective products and services while acknowledging the trends and changes around them. Clients and customers want help they can rely on, but which includes how you are listening, improving and responding to them – not just debuting “what’s new” all the time.
If you change your story frequently it sends the message you haven’t nailed down your strategy, products or delivery mechanisms. In other words, it shows chaos. Why give your customers a reason to delay in engaging you?