The key to effective business communications is delivering the right message to the right person at the time.
You could argue the “right place” matters too.
But I’m convinced one of these — message, person, time — is wrong.
Can you guess which one? (Hint: I mentioned it here.)
Imagine that I am a target customer for you. And you’re goal is to figure out a way to connect me with your message.
So you’ve identified me (the person). You already know what you want me to hear (the message). And, now, you’ve got to figure out the optimum day (and time) to attempt the connection.
However, the likelihood that I’ll pay attention — and care — is pretty low.
Why? Because I’m already telling myself stories about who I am and what I want.
Were you to tell me a story that either supports or threatens one of my stories, there is a much greater likelihood I would pay attention.
I started this post with the “right person, right message, right time” narrative you likely believe and practice. Then, I questioned it.
The key takeaway is this: Don’t start with the right message. Start with the right narrative — the one your target customers tell themselves.
So the new formula looks like this: “Right narrative. Right person. Right time.”