Broadcasting your message might be one of the first steps in marketing or advertising. Often the concept is to make it louder, larger, or increasing the possibility for more listeners or viewers.
Does this work?
The best answer is probably, sometimes.
There is the law of numbers.
If you are a popular television host you might reach a lot of people. Write a book, show it for 15 seconds on the show and you may have just reached more than one million people. Will some of them buy it?
If you’re popular, probably yes. How many will be conditioned on many factors, but some of them will expect a message consistent with the imagine that they already like.
Will one-half of one percent buy it? Perhaps, yet that is only five thousand copies, out of a million watchers. Still a distance to go for best seller status, at least by most popular calculations.
Large numbers can generate some results.
Is it the secret to successful messaging?
In grade school and high school, the principal normally gave morning announcements. He or she broadcast it over an intercom system.
Was the entire student body listening? They may have been hearing it and have been disciplined enough to remain quiet, yet I’m sure many were not listening.
Highway or traffic signs matter. Do you always see them or pay attention and obey them? Driving in your local area do you pay attention to the street signs or those on the highway? Do you know what is on them?
Social media potentially reaches millions, does a message you post on Twitter mean everyone will see it? What about a YouTube video, will everyone watch it?
Broadcasting the right message, at the right time, to the right people holds the most power.
The television host sells more books because they’ve built a following, not about the book, but about their television personality or character.
Obtaining Apple, Dell, or HP’s mailing list won’t necessarily allow you to sell millions of clever keychains or copies of your water color painting of your favorite pet.
People listen and care when you build a connection with them. It is often why Super Bowl ads are a big success or a big failure. People connect or they don’t.
Perhaps it is more valuable to consider how to connect people with your message instead of worrying about the size of the broadcast.
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.