5 Reasons Your Message Isn’t Cutting Through the Noise (And How to Fix Them)
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I don’t need to tell you that the marketplace is inundated with noise. New ideas, new approaches, new techniques and getting your idea to cut through that noise is no small thing.
If you’ve been talking about your Big Idea for a while and don’t seem to be getting traction, I want to share a few reasons that may be happening and what you can do about it.
1. Your Idea is Too Generic
When I meet with prospective clients who want to speak on stages, I always ask them to articulate their big idea. More often than not, the idea is too generic. I could probably name three or four other people in their field who are largely talking about the same thing. It’s not that those ideas aren’t potentially rich and juicy, it’s just that they don’t stand out.
That’s why I always encourage people to go back to the BOLT™️ Framework, particularly to the Original bucket. Focus on what makes your perspective unique. Highlight your personal experiences, insights, or innovative approaches that set you and your idea apart. It’ll take some digging, but once you do it, it’s infinitely easier to craft a unique value proposition that clearly articulates why your audience should listen to you over others.
2. You’re Not Getting Enough New Eyes On Your Idea
In order to grow your business, you have to get in front of new people. The same is true with your idea. If you’re simply talking about your thoughts and ideas on social media, it’s likely not going to be enough. When you’re in front of other people’s audiences or connecting with new people, they bring new insights, challenge, and perspective to your ideas. They change the conversation, or at minimum, add depth to it.
Think about your marketing strategy? How are you getting in front of new people? Leveraging other people’s audiences? Networking, speaking, podcast guesting, and writing articles in publications are just a few ways you can get new eyes on your idea. Bringing those individuals into your ecosystem (email list and social channels) will go a long way to boosting your visibility and impact.
3. Inconsistent Visibility Efforts
If you’re not consistently visible, your audience may forget about you, and your message can get lost in the shuffle. I don’t want to be alarmist, nor do I want to advocate the insanity of spending all your time on social or networking, but you do have to be consistently visible for people to know, like, and trust you.
I know there’s a lot of angst around marketing and social media, but it doesn’t have to be complicated or overwhelming. If it is, you may have a different issue. One of the ways I’ve been able to consistently show up for my audience, even in the midst of the dissolution of a business partnership, is because I had a content calendar and a strong social media calendar. There have been times when I’ve needed to lighten the load by reducing the number of blog posts/podcasts I’ve put out or decreasing the amount I share on social media, but I’ve never disappeared. That presence builds real trust with your clients and with people who might want to work with. Using your big idea, map out the core topic areas you can speak to and then brainstorm sub-topics you can talk about. That’s your content. Lay it on a schedule based on what you’re selling, and stick with it. Start small. Less is more when it comes to consistency.
4. Inconsistent Messaging
Frequently changing how you frame your idea or the idea itself can confuse your audience and weaken your overall message. I want to be clear here that this does not mean don’t test out new concepts or ways of talking about your idea. But if you’re constantly changing what you’re talking about with no explanation, it’s going to be hard for people to stick with you. They’ll be asking themselves what you’re about… or worse, believing you don’t actually know what you’re doing.
This is where the work I do often comes into play. People feel scattered, too expert, with too many ideas, and they can’t establish a clear and consistent message. If this is you, I highly encourage you to do some Big Idea work. Once you do that, you’ll be able to build out a consistent narrative and map it out (#3 above) and ensure that all your communications align with this core message.
In the BOLT™️ Framework, Tenacious is where you regularly revisit your messaging strategy to maintain alignment and coherence across all platforms and materials.
5. Lack of Emotional Connection
If your message doesn’t evoke any emotion, it’s less likely to engage and resonate with your audience. I talked about this in detail in my Harry Styles blog post, but having a multi-layered messaging strategy is a massive part of this. People want to know why you believe the way you do, why this work you’re doing is important, and want to feel deeply connected to you and your idea. They can’t do that if your message is all facts and data. invite people into this process with you!
You can infuse your message with emotion by sharing personal stories, challenges you’re facing, and some of the successes you’ve had. You know your audience, and more importantly, you know yourself. Connect your idea to the values and aspirations of your audience. Real, raw, emotional storytelling can make your message more relatable and memorable.
I hope this has given you some ideas for how to tackle some of the challenges you may be having with your messaging in the marketplace. By focusing on differentiation, clarity, consistency, and emotional connection, you can make your message resonate powerfully with your audience. Remember, being loud isn’t just about volume—it’s about making sure your message is clear, compelling, and unforgettable. Grab the BOLT™️ Framework if you want to explore this aspect of your Big idea, or if you need additional support and want to dig in together, let’s talk! Your work is too important to let it languish on social media.
