Communications, from the communicators perspective, can be a psychological trip. Here’s an example from my radio days.

Let’s say that a radio station Program Director tells the station DJs, “Hey y’all, this is the hottest new track. We’re going to put this into heavy rotation immediately.” All the DJs hear the tune and agree. “Wow, he wasn’t kidding. This is awesome for sure.” It goes into heavy rotation.

Week One is Cloud Nine for the DJs. The hottest new single is rockin’ the studio. Week Two is more of the same. Week Three, with little slow down in rotation, it’s beginning to get a little tired. By Week Four, the DJs are ready to throw up if they hear that stupid song again.

Then one fateful day, caller number three requests to hear hottest new song. Calls begin pouring in, one after the other. Day after day it rains requests. Program Director was right. It is indeed the hottest new track that everyone wants to hear over and over and over and over … for two more months.

What changed? Why, just suddenly, would the planet finally get it and love it, too?

Nothing. Nothing’s different. Nothing changed. Then WHY?

Here’s what’s happening: As communicators we are very close to, and have such vested interests in, our message, vision, story … whatever. We are passionate champions of our cause and want others to join us. So we talk about it. We write articles about it. We send press releases. Then we talk about it some more. Surely by now people have heard, understood, and are ready to take action and move in a new direction. But have they?

That’s just it. The truth is that the majority of people today live highly compressed lives with little margin. Not to mention how marketing and advertising industries have jaded us and made us skeptical. It can take weeks or months … even years sometimes … to penetrate their protective bubble, gain their confidence and trust, and mobilize them into action.

Just about the time we are ready to slow it down and take the song out of rotation is when people are beginning to hear it and want to hear more of it. We spend what seems like endless energy just ‘priming the pump’ but then stop pumping the pump right before the water appears. So our message never gets heard. The vision never gains traction. The people never move.

Say it until you throw up … then say it some more.