There’s an old-school communications concept that explains how we connect. It’s pretty simple, it’s old, and it’s still relevant. What’s more, is it can have a powerful effect on your business marketing if done right.

This model communicates a powerful message to marketers and business owners looking to connect with their customers. It can help business owners create strategic internet marketing plans.

It basically looks like this:

So on one end is the Sender and on the other end is the Receiver. The message goes through a channel whether it’s in person, through writing, video, audio or through signals. The Sender creates the message (encoding) and the receiver takes in the message (decoding).  And along the way is noise which can interrupt the message, change it, or affect how the receiver gets the message.

Business owners need to figure out if they are the sender, or the noise.

Is Your Marketing the Noise?

You can use this model in your business and how you communicate with your audience. Are you directly communicating with your customers who are getting the message or are you the noise that is distracting them from what they want to hear? Are you that annoying pop-up, or banner ad that they shut out to focus on what they are actually reading or watching online, or are you the direct message that their eyes focus on?

Think of it as a bad cellphone connection. You’re business is either the voice one on the other hand that I’m straining to hear, or the annoying static and interruption that cuts through the conversation. Change that.

Marketing Noise vs. Marketing Messages

A quick way to figure out if you are the noise or the real message is to look at how people receive your message. Are they in the middle of something else when you pop up, or are they already looking for what you offer whether it’s a product or service when your name pops up?

The right Google ad for example can be the message because I’m looking for a service that you tell me you offer. The wrong ad, say in the middle of me reading something, well that’s just a distraction.

The right e-mail message or blog post when I’m looking for say fun sweaters or great holiday gifts can be a welcome message. The wrong e-mail or blog that talks exclusively about your stuff and how I need to buy it can be, well, annoying and quickly ignored or deleted.

It’s all about how you market your business and what you offer.

How to become the Sender

1. Stop sending noise

The problem with being a distraction is everyone attention goes to biggest and loudest. Most adverts just pass me most of the time. The old model of advertising (or as I call it: Spend, Spend, Spend and Cross Your Fingers) might still work but it’s not the most effective model especially you’re your small businesses.

2. Find a channel that connects you to customers

If you look at it a lot of the new technology is about connecting people. We live in an connected world and getting your voice out through a channel like social media, blogging, video or even online advertising (Pay-Per-Click). There are more opportunities to find a channel that communicates to your customers directly. Find a method that works for you.

3. Start sending messages your customers want to hear

If it’s on a social media network post pictures or links that they would find interesting. If it’s through a blog or e-mail list, write or produce fresh content that they would gain from reading. Writing just about your products is boring. Produce work that centers around the reader’s eco-system. Do your customers watch certain shows? Or maybe follow trends? Or have particular hobbies and interests? Offer to write guest blog posts on blogs in your target market. Consider producing material that talks about things other than your offering.

No one wants to hang around someone who talks all about themselves, nor do your customers or audience. Like I said earlier, it’s really great what your product can do, but talking about it non-stop will bore your readers out. So be interesting.

Spend your efforts wisely, and think of yourself and your business as the sender. It will bring you closer to really connecting with customers.

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About the writerDaisy Quaker is an Internet marketing consultant. She loves helping small businesses grow through marketing and by telling their unique stories online. She writes about various Internet marketing tactics and strategies. Connect with her on Twitter, Google+ or LinkedIn.

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