When Cicero finished a speech, the audience used to say, „What a wonderful speech! What an incredible accomplishment!“ But when Demosthenes hurled his indictment against Philip of Macedon, the people leapt to their feet and shouted angrily, „Down with Philip!“
Today, more than 2,000 years later, we look back and realize: It’s all happened before. Nothing much has changed. The only really big difference is that back then we had to come to the marketplace to hear the roll call- and only those who were there heard it. Good or bad, advertising has always existed, long before social media existed. There was something to buy long before digital platforms, too – and those don’t do anything but shout the loudest in the marketplace. It’s just that today the message reaches the whole world in a split second.
Communicating your message and crafting it so it doesn’t get lost in the shuffle is what matters most today and every day. „Down with Philip!“ – and nothing else. Beautiful speeches and their noble intentions are cheered and celebrated, but nothing more comes of it. So, will these tactics persuade anyone to buy your wares?
It may well be that the diversity of supply has grown exponentially. And it’s a fact that the speed at which the message can be spread has grown immeasurably. But the DNA of the audience and their motivational principles have remained the same. There have always been rich and poor, bright minds and duds as well as good and bad sellers, customers and goods: all these categories have always existed. Only their quantity and frequency have changed.
On the following blog pages, we want to get to the bottom of the central arguments of today’s communication. Whether you share our opinion or not, it is undisputed that the search for the right formula often involves those who want to shape their communication according to principles that we critically question. Coincidence? From our point of view, not at all. „The heart has its reasons that the mind does not know,“ as Blaise Pascal said. We are convinced of the truth in that statement. And of this very truth we will also try to convince you by means of this blog. You – and the crowd of skeptics who never tire of claiming that they have the magic formula needed to sell your product.
Accompany us on our blog “Think before doing”