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From Wikipedia:  “The medium is the message” is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

The truth about your message – is that in communicating it – the communication itself IS the message to the person hearing it.

When I worked at Adelphia Long Distance – I frequently would get frustrated with phone calls that came through to our office. We were not supposed to take support calls, but because it was a different product than our sales reps were used to selling, and the customer care reps were poorly trained on support. So – while getting paid less than our customer care reps and our sales people, we were operating as second level support. That frustration sometimes bled through.  I remember a manager telling me- it doesn’t matter what you think is true – or what IS true – to the person on the other end of the phone – PERCEPTION IS REALITY.

What your target perceives about your message is more important than the message itself.

You’ve got to keep this in mind. If your marketing is designed poorly, then your potential customer will see that – and it will affect their opinion of your service or product.

 

Stay tuned next week for Why Design Matters: It’s Worth Paying Someone
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