Department 707

It’s the journey that matters

Your marketing communications are the window on your world. Unless customers/clients come through your door, they have no other way of getting to know you (except for the all-powerful word-of-mouth) than by what you decide to tell them.

Deciding what to put in the window can be fraught with potential pitfalls.

The most common and most critical failing of all is to think of it as an opportunity to talk about you, about your business. It’s not about you. It’s about them.

What do they want to want to see? What do they need to know? If you think of your collection of communications materials as a map of the London Underground, your job is to help guide each and every individual visitor on their own special journey. The traveller doesn’t care who’s driving the train, and they don't even really care about the journey that much (unless they get held up). What you have to do is convince them that your way of getting them to their destination is the best choice for them.

Department707 is unequivocally, irrevocably and unashamedly user-centred.

We don’t tolerate lists of features that make someone faster/cheaper/cooler/slicker than their competition just because it makes them feel good about themselves. We want to know about benefits that someone might actually choose.

Engaging a customer is not a battle, though I have heard it referred to as such in the 80s and 90s. Well, times change. If someone can see some benefit in what you offer, see that it provides pleasure or takes away pain, then that value is all you need.

Getting your communications collateral right is all about being clear about who the different audiences are, what matters to them and then finding the best way to reach them with that message.

Customers don't tolerate convoluted confusing messages that aren’t in the least bit relevant. Expecting sift through irrelevant waffle that matter not to them is the second most serious marcoms crime we come across. Don’t try and be all things to all men. Target, target, target.


What to show and tell