Nick James

If you've ever visited a big city you may have been amazed at how noisy it can be. Cars, Lorrys, Planes, Trains, Horns, Sirens - non-stop noise from all directions.

But then again, if you live in one of these big cities, you probably don't hear any of that noise. You might even feel the city is a quiet and peaceful place.

The reason that visitors and newcomers to cities notice the noise, while residents don't, is that the locals have learned to filter out the 'background noise' so they only hear what is important to them.

The same is true about those exposed to a constant assault of advertising messages from all directions. To keep our sanity, we learn to filter out most advertising as background noise. If you doubt this, just ask anyone watching TV what the last TV advert was about. Most TV watchers couldn't tell you - they simply filtered the audio and video out - it never reached their brains.

That's why it is important to craft your message so it stands out above the background noise. This doesn't mean you should make your message louder . . . it means you should strive to make the message something people seek out and want to read or listen to.

There are many ways to make sure your message rises above the background noise filters. But the best way is to have your message relayed to others via word of mouth.

When a friend tells a friend about your product, it is no longer background noise. That's why it is important to make sure your customers have only good things to say about your product. Because once you rise above the background noise, you want the news to be good.