I’m back with an exam procrastination post this week.
Did you know that in communication, only 7% of meaning comes from the words that you use?
Seems like such a tiny percent!
The rest is split between your body language (55%), and your vocal elements, tone of voice, volume etc (38%).
Really what this boils down to is that how you communicate your message carries far more weight than the actual message itself.
Now don’t get me wrong, content still matters. It’s just that it needs some help to keep our attention.
Let’s face it, there are just some messages that as consumers – we tune out.
Maybe we’ve heard them a thousand times, maybe, they’re just not fun or engaging.
Take the airline safety instructions for instance.
Now, I don’t know about you, but I’ve heard it all before.
And even though they always say to pay attention because they may be different, the truth is that most of the time, they’re exactly the same.
So how do you get customers to pay attention to something like this?
Make it interesting!
At least, that’s what Virgin America has based their new safety video on.
How catchy is that!
It got posted to my wall by a friend, and boy was I grateful for such an entertaining study distraction (thanks Laura!)
Virgin America is not the first airline to try a new approach to safety information –
Do you guys remember Air New Zealand’s ‘Nothing to Hide’ Campaign?
I still love this campaign; the cheeky nature of it, and taking a different approach has seen over 7 million people watch their in-flight safety video on YouTube alone.
Getting people to voluntarily watch an in-flight safety video when they’re not about to fly? Impressive.
These airlines have taken an incredibly tired and old message and found new ways to bring it back to life.
If consumers aren’t responding to your message, maybe the problem is not the message itself, but how you’re saying it.
Combining entertainment with information is a great way to keep consumers engaged with the message (infotainment).
Let me know in the comments –
- Would you be more likely to pay attention to either of the above safety messages than the normal crew member demonstrations?
- What kind of situations make you tune out when a brand is trying to communicate to you?
- Can you think of any drawbacks to this type of communication, or situations where it wouldn’t be appropriate?
Until next time,