Right Message, Wrong Frequency
Why Your Communication Strategy Might Be Costing You
One of the most common mistakes I see companies make—whether they’re managing internal teams or marketing to customers—is assuming the delivery method of a message is less important than the message itself.
It’s not.
You can have the most thoughtful, data-driven, beautifully crafted message in the world. But if it’s not transmitted through a channel your audience expects or prefers, it may as well have never been sent at all.
Communication Isn’t One-Size-Fits-All
Think about it: your employees span multiple generations and other demographics, each with different media habits and communication styles. Gen Z might breeze through Slack, while Gen X still leans heavily on email. Some customers want a quick DM on social, others expect a well-timed newsletter, while others need a phone call or even a video to understand what you’re offering.
And yet—many companies rely on just one or two channels. Why? Convenience. Habit. Inertia.
But when you only speak in the ways that are comfortable for you, you’re not really communicating. You’re broadcasting into a void and hoping someone’s tuned in.
It’s Not Just the Channel—It’s the Craft
Just as important as where you communicate is how. A TikTok video doesn’t just need to be shorter—it needs to feeldifferent from an email or a webpage. Language, tone, timing, visuals—these all need to shift depending on the platform and demographic.
If you’re talking to employees during a time of change, how you frame that message for the frontline team might be very different from how you speak to leadership. If you’re announcing a product, what you say on LinkedIn shouldn’t be a carbon copy of what you say on Instagram.
That nuance—the ability to tailor not just the message, but the experience of receiving it—is what sets high-impact communicators apart.
The Cost of Missed Connections
When companies don’t adapt their communications to meet people where they are, two things happen:
Internally: Employees feel uninformed, disconnected, or undervalued. That leads to disengagement, low morale, and high turnover.
Externally: Customers don’t understand your value, don’t feel seen, and ultimately, don’t buy. You lose not just sales, but brand loyalty—and that's harder to regain.
And that’s where the real price gets paid. Not in failed messages, but in missed opportunities. It’s money left on the table.
So, What’s the Fix?
Start with one simple mindset shift: You’re not the hero of the story—your audience is.
Whether you’re managing a team or building a brand, your job is to deliver value on their terms. That means knowing which channels matter to which groups, and how to speak their language on each one.
And if that sounds overwhelming—don't worry. You don’t have to do it alone. Helping teams and companies craft messages that resonate is what I do. If you're tired of broadcasting into the void and ready to start communicating with impact, let’s talk.
Mark Haynes has decades of experience at the intersection of communications, marketing, design, and technology. He’s ridden the wave of many tech revolutions (including VHS winning over Beta) and can probably help you and your company surf the one that’s right in front of us - artificial intelligence. Reach out if you need a hand! Visit markhaynes.com for more info!