What does it mean to be heard? Too often– especially this time of year with the presidential debates–the idea of “being heard” means being the loudest one out there or the most insistent.

Let’s be clear: being insistent is different than being persistent. Persistence is not giving up in the face of adversity and finding new ways to achieve your goal. Being insistent is stubbornly sticking to your own opinions, ideas, or plans without trying to adapt. An insistent person will shout and argue and talk over everyone else. A persistent person tries again and again to come out on top, but even if they don’t, they’ll consent to change.

Marketing is all about being heard. It’s communication in essence. Zingy slogans, eye-catching ads, enticing campaigns are all ways that companies use to be heard by consumers. And there are several ways that you can communicate with your target market. Since communication is a two-way street, you have to be willing to not only put your ideas out there, but to listen to the feedback. The most successful businesses out there are the ones who have a strong working relationship with their customers. They send emails, they have “Members” discounts, they put out surveys and offer perks and sales to those who provide that all-too important information.

Think of it as two people trying to communicate from opposite sides of a football field. The only way they have to communicate with each other is by writing notes on the same football and then throwing it to the other person. They have to keep passing the ball with new questions, answers, comments, and responses in order to come to any agreement. Neither can make the next move until the other has handed over communication. If one person holds onto the ball and refuses to pass it, the communication has broken down and nobody is being heard anymore.

The best way to get communication going between a company and the market is to make it fun for the people! Here are a few great interactive campaigns we’ve seen over the years.