Why is it so hard for human beings to accept each other? Why is conflict so rampant in every nation today.?
If you look at the news headlines in today’s media houses where online or off, its all the same message. Country X is fighting with Country Y.
There is hardly a day that goes by without an incidence of politically triggered violence in the world. As we speak Israel and Egypt are facing tense relationships over Gaza. The rebels in Congo have been at war with their people since time immemorial. There is a situation in Syria that has seen over 30000 killed over an 18 month period. And the situation in Somalia never seems to improve.
But it hardly comes as a surprise when we observe the way in which we as humans interact on a normal day to day basis. Conflict is present in most of our conversations. The problem comes from an attempt to meet certain values we hold dear. In the course of our missions to serve personal interests we often realize that other people’s help is required. This is simply because as humans we have grown to accept to live within certain constraining systems that demand collective interactiveness for survival such inter-country economic transactions as opposed to having one global market with free trade. We all live and work within the same system and want the same things. Ultimately the drive to love one’s self more than the other, drives us to work against our neighbours hence disrupting the peace. It has become the modus operandi of life today and thus breaking it down demands a global paradigm shift that may take millenia of active campaigning to bring about. Government systems would have to be brought down, econimc systems re-enginereed and religions merged. A millenium would suffice.
The truth about content is that good content can turn any business around. Content is your gateway to connecting with customers. You get to intelligently imprint your values into their psyche in an non invasive way. In this day and age of information systems, generating and delivering content has never been easier. But for content to be effective it has to have some qualities.
Good content engages the mind of a consumer
The best way about this is by using our irrational response. The less a chance one has to think about a message, the quicker the communication. People often try too hard to come up with phrases that have a hidden message when they should be working to come up with messages that have a straight emotional or psychological trigger. The average customer does not have the time to dig into some strange messages from a strange billboard in order to dish out his money for some strange product. So shout it out.
Good content is three dimensional
Three dimensional in this case means visual, audio and text. If you are going to launch a marketing campaign, you need to be seen, heard and understood. Some businesses make the mistake of simply lining out their services on a brochure that’s been muddied with bad graphics and expect the customer’s trust in their products to soar immediately. Some have the ugliest websites that make a clear statement of poor character. In business, most customers believe what you see is what you get. You might get away with being two dimensional but adding an actual voice will suddenly transform the business into an actual human being and not just pictures of them. People relate to human businesses better.
Good content is frequent content
I call it the be in their face strategy. A seemingly hard to interpret message can become very easy once it is repeated over and over again. Consistent exposure of a certain kind of content can inevitably alter a person’s consciousness about the message behind it. It forces one to think about the message and take it into consideration. Unless the person has a serious aversion to what is being advertised they should easily start to affirm the statements made by the content for themselves. This in turn means getting them on your side once the offer is put on the table.
Good content has personality
So now your business has a human face. But is it ugly? Is it nerdy? Is it immature? The decision to make your content wear a specific personality is crucial to humanizing your business. The last thing you want to do is create the impression of confused brand after finally reeling in your audiences attention. If its funny, stick to funny. If its inspiring stick to inspiring. If its serious, stick to serious and so on.. American apparel got their brand off with the sexy image. It worked. A personality can be anything. It can be a job description or a music genre. You cant lack something unique to go with.