Whenever I encounter multiple marking messages for the same product or service, I think about a child craving attention by saying, mommy, mom, mother over and over again. You can see it driving the mother slowly crazy. I feel the  same way. Do you? I spent the weekend cleaning out my inbox. Before I pressed Delete I clicked Unsubscribe.  It signified the end of our business relationship and placed a mark on their permanent record. Here's why:

• No longer relevant - Either they changed their focus or I no longer feel the need to listen.
• Too many messages - The real problem? Repetition, the same stuff over and over.
• Too many channels - the list of email subscribers and social contacts now often overlap.
• Too often - In an effort to "Make sure you didn't miss this." businesses think if they just keep throwing it out there, eventually you'll give in and open it.

Change Your Focus, Change Your Outcome

I've heard all the excuses for declining open rates or lack of conversion. Business professionals frequently blame lack of engagement on the part of prospects.

Listen, Don't Shout

I believe what's lacking is respect. Prospects and even loyal customers have lost our trust. Here's what needs to happen to earn it again.

• On a piece of paper, write down the name of your best client.
• Search your contact lists, both social and email and jot down how many places are you connected with them.
• Using your last message as a guide, count the number of times you sent the same message to your best client. Don't forget to include all those email announcements they received about your message on social.
• How do you feel about it? How do you think they feel about it?

Creating an Effective Marketing Communication Strategy

Awareness is an important first step. I have a quote that's often retweeted: "Use your voice to create value instead of noise."  People choose to share it each week. I've never felt the need to repeat it through any channel.

Next Steps

If you're serious about getting more control and more confidence over your online marketing, consider these steps. Define Your Audience - If you find you have more than one, segment them. Focus Your Message -  Speak directly to each segment. It creates value, builds relationships, fostered enduring engagement. Listen, Listen, Listen - In an age of "Do not reply" and "Dear valued customer" the business that listens to their customers has the competitive advantage. Courage - You have all the technology you need. All that's lacking is the courage to treat your customers as you wish businesses would treat you. Simply listen.