Composer Pierre Boulez said conducting an orchestra is more challenging than learning an instrument, because: “You have to know the culture, to know the score and to project what you want to hear. ”
The same is true in marketing.
As a leader in your organization, you have to understand your customers’ motivations, the value your company brings and communicate it effectively. You’ll need the right instruments and people who are practiced in getting the most out of them.
So with that, let’s take our cue from 3 musical insights that we think can be applied to any marketing program.
1. "Play the music, not the instrument."
- Musician's Adage
A concert pianist isn’t celebrated simply for mechanical precision. What separates the standout players is musicality - a mastery of tone, phrasing, dynamics and tempo.
In marketing, you won’t move your audience by going through the motions. You may have a website, social media pages, and print materials. But without clear messaging, a compelling story and attractive visuals, you’re simply playing the instruments, not the music.
That’s the difference between a performance that commands the stage and elevator music humming in the background.
2. “It takes a long time to sound like yourself.”
- Miles Davis
How do you develop an authentic brand voice?
To stand out from your competitors, you need to master the tone of your marketing messages. Do your customers respond to colorful descriptions or bold statements? Would you rather be perceived as smart and sophisticated or warm and inviting? What mood does your brand imagery create? Does the quality of your marketing materials convey the quality of your products?
Well-structured designs and content are also crucial to achieving proper dynamics in your communications.
Imagine a symphony in which every note was played at equal volume. Where soloists and supporting players were given the same prominence. The melody would be muddled and the performance flat. Companies often try to communicate all they do, rather than spotlight the things their customers value most.
3. “The music is not in the notes, but in the silence between.”
The introduction to Beethoven’s 5th Symphony contains some of the most iconic measures of music ever written. The silent anticipation before the orchestra begins. Then the famous four notes. A rest. Another burst of descending notes. A rest. And from there, the piece takes flight.
The music itself is strikingly simple. But its careful pacing creates a sense of gravity. The silence that surrounds each note is essential.
In design, we may think of this silence as white space. In copywriting, brevity.
It’s a simple idea - the less you put in front of your audience, the more weight it has. The silence around your messaging is what gives it clarity in a chaotic marketing landscape.
Cluttered designs and extraneous language are often a symptom of not clearly defining your value proposition. You’re not confident in what will motivate your customers, so you say as much as you can, hoping something will stick.
If you can concisely state your value, you’ll create simpler messaging with greater impact.
Make it sing
When your brand is in tune, everything from your logo and website to photography and messaging will resonate with the experience you want your customers to have. And with the right group of strategists, designers and writers, you’ll create pieces that captivate your audience.
Cassel Bear can bring your brand’s unchanging and evolving characteristics together in a unified way that’s clear, consistent and compelling. Schedule a call today to start the conversation.