Recently, a prospective client called me looking for help with a website. It was a great call, but it was also a really great reminder of what it means to move from technology to message. The client wanted help updated to a new look. It’s very easy to think about the technology, to jump into the idea that we need a new look that comes from great graphic design. It’s a very typical conversation I have with my clients. But as we began to talk, we were able to move to a deeper conversation in marketing: the message.
Technology is a means for communicating. The message is what we’re communicating. In most cases, upgrading a website will provide a short term fix that gives people a feeling that you’re doing something, perhaps upgrading the look and feel. But the more valuable investment is to listen deeply to how you are communicating with and to your client.
As we talked I was able to help the client think really think about ways to communicate as opposed to just presenting information. It’s easy to give a website an update and miss that the technology is a means for communicating something. The message is the really important component to think about.
Are you thinking about the message you are communicating? Or are you settling for a cheap fix with technology?
