I love analogies, idioms and phrases that capture complex ideas in a clever way. Common phrases occur across many cultures, but sound more pleasing when spoken in certain languages. Since music is the universal language, let’s take a look at borrowing musical words to frame marketing concepts!
I call it, Musical Marketing!!!
Harmony occurs when the individual parts perform at maximum without sacrificing the strength of the group. Where contrast highlights a difference, harmony complements balance. Blending key points into a well-tuned marketing message provides harmony across multiple channels. As a proper cluster of music notes makes a chord, alignment of marketing messages allows us to use a multi-channel strategy like a conductor uses an orchestra.
Like an invisible leader of the pack, rhythm is the most powerful musical quality. Rhythm has played a primary role in communication since the first animal skins were stretched over a hollow log. Tribal drums unite the group with a beat. Soldiers march to a snare drum… and successful marketing has rhythm.
Rhythm captures the space between events, defines a pattern and tries to eliminate guesswork when the next event occurs. Marketing campaigns rely on cadence to build awareness, a schedule to maintain the interval and keeping the rhythm to effectively tell the story. March to the beat of the marketing drum!
Melody is the part that sticks with us — the earworm we can’t stop singing. In marketing, the message is the melody. Our melody. All the marketing channels are like instruments in an orchestra united by a well-written melody. In the symphony of marketing, we need a melody we can easily hum. Simplifying marketing messages is like crafting memorable melodies — short and sweet. Distilling marketing messages is like producing the perfect pop hit, with the audience singing along.
TONE + VOICE
Tone is the way the sound actually sounds. Tone has implication and provides context for the listener. The audience hears the words from a monotone voice and immediately accepts the speaker as being boring and/or robotic. Raising the volume of our voice presents and aggressive tone. We change tone + voice across a variety of environments — helping define unspoken details with spoken inflection. Face-to-face sales relies heavily on managing tone + voice, as well as developing multi-channel marketing.
Resonance is similar and is a popular word in marketing — resonance occurs when an object is vibrated at a specific rate to produce harmonic frequencies. The same powerful principle that makes wine glasses sing and bridges collapse is present in marketing messages — exciting the “frequencies” that resonate with our audience!
What’s your favorite example of borrowing words?