“The Secretary of the Army has asked me to express his deepest regret…”
These are the words spoken by Woody Harrelson’s character in The Messenger (Amazon affiliate link.)
He’s one half of a Casualty Notification Team. A team that must follow a strict set of procedures while delivering the news to the killed soldier’s surviving relatives.
Do not touch the NOK (Next of Kin)
In a later scene, Harrelson’s new partner, played by Ben Foster, ends up touching a set of grief stricken parents after they fall to the ground in shock. His display of compassion is clearly against procedure.
F**k procedure
“They’re human beings. They’re just people.” Foster argues in a confrontation with Harrelson after the incident.
The scene got me thinking about something I believe we need to remember when we’re marketing our work, at the end of the day we’re just communicating with other people.
Human beings
Sometimes it feels like we’re stuck on labels.
- Patrons
- Constituents
- Fans
- Audience
- Clients
- Consumers
- Customers
When we’re focused on some abstract persona or demographic these names can push us away rather than bring us closer.
So whatever name you have for “them,” let’s not forget who we’re really trying to reach…PEOPLE.