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FIGURE 4-2 Marketing the Message
Generate Buzz
Merchandise
Repeatability GREAT COMMUNICATION SECRETS OF GREAT LEADERS
Marketing
Be Novel
the Message
Clarity
Dependability

their messages, too. Select key influencers the way a marketer might
select key media outlets or talk show hosts. Grant them access to what’s
going on and challenge them to spread the word.

Merchandise the message. Give people something in return. Consider
Bill Veeck, the legendary baseball promoter; his promotional concepts
sprang from his love of the game as well as his respect for the paying
5
customer. Leaders need to do the same. Logos on hats, slogans on polo
shirts, and banners in the hallways will get people exposed to the mes-
sage. If you use the message as the theme of a sweepstakes and create
some genuine excitement, people will get caught up not only in the fun,
but in the meaning of the message.
Be novel. Look for ways to make the message new and different. Adver-
tisers do this by being creative. The U.S. Army introduced a high-end
action adventure PC-based game entitled Action Army with two aims in
mind: one, to attract potential recruits and get them to consider enlist-
ing, and two, to demonstrate new forms of military tactics. Not only is
this approach creative, it enables participants to experience the Army
for themselves. 6

Dependability. Be seen as a relentless communicator. Get people used
to seeing you articulate the message over and over again. Budweiser
sponsors major sports because this gives it the optimum opportunity to
reach its core market. Leaders must also find multiple ways to dissemi-
nate their messages—email, web site, video, telephone, and, yes, in per-
son. When you become dependable, people will look to you for
information as well as for inspiration.