Stand on the visitors sideline of any professional football game. Now try to communicate, without a phone, PA system, etc., with someone on the home team’s sideline – during a game. Can he/she hear you? Do the players, announcer and fans completely drown out the message? No matter how loudly you speak, he/she can’t hear you.
Now, using your regular speaking voice, talk to someone in a full restaurant. The intended audience is ten tables away. Can he/she hear you? Will the noise of the patrons, employees and music create a barrier?
With your communication target, walk into an empty room. Stand next to him/her, lean over and whisper your message into his/her ear. Without interfering sounds, does the communication reach the target?
The purpose of marketing is to communicate the company’s value proposition with the target audience – under optimal conditions. Stop yelling across the football stadium or restaurant. Get closer to your target … and whisper.