Creative communication in marketing: always keeping an eye on the target group

How to misunderstand

Difficulties in communication can generate a lot of problems - and also have serious economic effects. The quality and success of our communication depends on whether the messages and content reaches your recipient safely and unadulterated.

This is not left to chance, but consciously makes sure that our opponent understands us just as we want to be understood.

Organize contents logically and comprehensibly

All communication is made up of two factors: the content, that is, what you want to communicate, and the form, that is, the way in which you try to convey this content meaningfully.

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The content is of course entirely with you, but should be structured in a meaningful, logical and comprehensible way. This structure requires a certain creativity, even if it is only in the identification of the main points and core statements as well as what is really interested in their listeners.

If you want to be understood in your communication - which especially in official publications does not seem to be the goal - and reach your listeners, then you have to pick them up, where they stand.

What language does your audience speak?

You have to orientate yourself to your target group in order to overcome the existing distance.

My father, who was on the board of a major German electrotechnical company, told me at the beginning of the 70 years of a colleague who gave a speech in Spanish, without any suspicions, in Rio de Janeiro before representatives of the economy Brazil is spoken Portuguese.

Be creative with the target audience

That should not happen to you. But it's about more than just the national language.

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It's about the education, the experience, the social status, the values ​​and the self-understanding of your target group as well as the occasion and the way you want to present yourself.

Communicate without misunderstandings

Getting to a target group is a complex task with many difficult-to-define paradigms - a challenge for creativity, but also a home game.

Communication produces many misunderstandings, even more so in marketing. How do we communicate so that we still reach our target group?

In 3 stepsN recognize the thinking of the target audience

Creativity is based on three essential skills: perception, association and pictorial thinking. This is generally the status quo. This results in 3 questions:

• How can you use this specifically to reach your target group?
• Where is a developed creativity also in communication to a competitive advantage?
• And how do we convince our counterparts?

Overcome creativity distances

First of all, you need a well-developed perception in order to be able to recognize the “thinking” of your target group, you should associatively adapt your language to their language and not only get an impression of this target group, but also convey the desired image of yourself and your concerns.

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As we have seen, creativity plays an important role in the crucial challenge of communication: overcoming the distance to the conversation partners, listeners or readers.

In 3 steps make the audience happy

The problem is unfortunately not unknown to anyone. We communicate diligently with well-thought-out words, stage sophisticated presentations, write easy-to-understand usage instructions - and still produce misunderstandings.

• How can such a thing happen?
• How can a thoroughly thought-out and logical statement be misleading?
• And how do we prevent this in the future?