Human emotions are at the heart of relevant marketing. Easy in theory, harder in practice. I hope this conversation and a few examples will be helpful to you in staying top-of-mind as a marketer or business owner. I’ve certainly been thinking a lot about how we marketers keep our product and message relevant and authentic. A great solution is only great when shared with the right people at the right time. Here are some of my thoughts on the tone and timing of relevant marketing:

1. Have a 1-on-1 dialogue. You’ve heard the adage “Dance as if no one is watching?” Well, here’s a new one: Post as if one person is listening. I believe we marketers have an opportunity and responsibility to craft our message toward that one ideal customer. Otherwise we lack structure and intention. As a result, our stories become bold and relevant. Bold because 1-on-1 dialogues create clear and confident voices. Relevant because emotional resonance cannot happen with “megaphone messaging” (generalizing messages to a wide audience or speaking to everyone at once.) When we try to speak to everyone, listeners begin to tune out; the message feels like it “no longer applies.” We’ve missed our opportunity to resonate emotionally. Here’s an example:

• Offer A (high relevance using a 1-on-1 dialogue): “Hi, I seem to recall you’re looking for a better way of managing your tasks because your long commute and part-time job pull you away from calendar alerts. I’m in a similar boat, always trying to get my crazy schedule back in order. A couple of my co-workers help me stay on track, but my boss isn’t so great at it. Here’s something I’ve tried, and it works well with Google Alerts. I’m a bit clunky with technology, so I like how it gives me hands-free alerts when commuting and syncs up nicely with shared calendars. Do you think this is something that could help you too? More info here.”
• Offer B (low relevance using megaphone messaging): “Does your hectic schedule have you pulled in multiple directions? We get it, you need to manage your priorities, both personal and professional. Here’s a solution that’s compatible with many leading calendaring tools. Whether you’re good with technology, or you easily break things, this solution brings hands-free alerts into an organized space to bring you peace of mind. Take the stress out of your day today. Learn more.”

Put yourself in your ideal customer’s shoes; how would each of these 2 ads or posts resonate with you? Which ad feels more authentic? Which feels more relevant?

2. Be consistent. I know, this idea is so overstated, but consider the upside of breaking through the clutter. Your spoiled readers and listeners expect to hear from you on their own timeline. They expect you to be on their radar when it’s convenient for them, not for you. I get it, putting “creativity” on a schedule is counterintuitive and something that a non-creative person would recommend. But you’ll be surprised by how often your writer’s block moments and creative slumps generate really useful and authentic messages within life’s inevitable constraints. Schedule it, and get it done!

Content marketing is a muscle to be worked-out and stretched often. About a year ago I took my own plunge into consistent writing. I’ve never considered my life to be a “story,” just some interesting experiences scattered throughout my daily narrative. Then it hit me, isn’t that what a story is? I have some things I’m passionate about, and I’ll bet that my story could be relevant to somebody else—if they can find it. That’s where consistency comes in. I’ve been fairly regular in sharing Instagram posts 3 or 4 days a week for the past 52 weeks. I talk about my personal experiences and discoveries, always relating them to my company’s mission and product offer. I know that some of my thoughts and ideas resonate and some don’t. But I simply cannot forecast which posts will be relevant to the right person at the right time. It’s not for me to decide. Others will decide that on their own, but only If I’m on their radar. And in order to be on their radar, I have to post consistently. Here are a couple of tactics that might help you be consistent:

• Create a content calendar. This gives your brain a chance to process a bite-sized snapshot of what you’re trying to accomplish. A step-by-step process is powerful for your conscious and subconscious mind. A calendar could be in the form of a bulletpointed outline, or a more formal weekly grid. Here’s a good starting template. Examples are Hubspot and HootSuite
• Get somebody to hold you accountable. That somebody could be a co-worker, your marketing team, a friend or family member, or your audience of subscribers. Don’t over-promise. Just promise.

• Ask instead of tell. Dedicate some content snippets and posts to asking questions instead of giving answers.
• Put somebody else on a pedestal. What personal qualities are you looking to strengthen? Is there somebody with those qualities whom you admire? Tell all about it.
• Put yourself on a pedestal. This is particularly difficult for me and for many others. When we “shine” we set ourselves up for scrutiny. We may also feel un-humble when we publicize our strengths. A portion of humility, however, is found in the selfless act of sharing what we know and who we are. When we don’t share, we’re depriving somebody of the chance to benefit from our perspective, or to see something in a different light, or to feel validated, etc.

So here’s the thing: Tone and timing are a marketer’s toolkit for being relevant to your best target audience. You support the tone of your company and product by bringing your own personality front and center. You optimize the timing of your messages by being available and consistent among the deluge of marketing clutter. Nobody but you can voice your unique perspective. Now go make some relevant noise. Deeper dive at Harvard Business Review.