When my kids were little, I noticed something strange when we watched movies together. Before anything scary happened, they’d already be afraid. They weren’t reacting to what was on the screen — to “the content” in a stripped down understanding of that word. They were reacting to the signals the moviemaker used to build tension. Usually it was the soundtrack.
Businesses can make a similar mistake. They focus on “the content” in a vaccum and don’t pay attention to the subtle cues that can create an uncomfortable experience and drive customers away.
Format, frequency, and friction in your e-newsletter
Many businesses rely on email newsletters to build relationships with customers, and that’s a very smart plan — especially as traffic from Google declines. But are you paying attention to the right signals? Subtle shifts in design, wording, or timing can create unexpected friction.
- A tweak to the layout, font, or sender name can make readers feel like something is off. Even if the content is unchanged, it can lead to more unsubscribes or spam complaints.
- Changing your frequency without preparing your audience for the change can feel jarring.
- Overly aggressive calls to action can make your e-newsletter feel more like a pitch than valuable content.
When video production undermines engagement
Video creators use pacing, cuts, and sound to guide audience emotions. Sometimes these choices don’t align with expectations, and the result can be discomfort instead of engagement.
- Jarring Jump Cuts – Editing to keep a fast pace can create excitement, but if you trim too much you can make the video feel disjointed.
- Unintended Symbolism – A video’s aesthetic might unintentionally remind viewers of something they dislike, whether it’s a political campaign, an outdated design, or a brand they distrust.
- Mismatch Between Music and Message – Music can set a good or a bad tone. If your background music doesn’t match the intended mood, it can cause an emotional disconnect.
Podcast pitfalls
Audio content creates an intimate connection with listeners, but certain missteps can break the spell:
- Poorly Timed Ads – It’s very annoying when a podcast is right in the middle of an important point and it’s interrupted by a soap ad. Control the ad breaks, if you can.
- Inconsistent Audio Quality – A guest with low-quality audio can make an entire podcast feel amateurish, no matter how great the content is. Studies have shown that poor sound quality makes speakers seem less credible.
- Enthusiasm Mismatch – If a podcast builds a reputation for a particular tone, sudden changes can alienate listeners. NPR’s Up First takes a decidedly sleepy, “before my first coffee” approach to the news. A sudden change to a high energy pitch would be jarring.
It’s not just “content”
There’s always a danger in listing potential problems because I’m sure to miss the one that’s affecting your audience. The bigger point here is to worry about more things.
Customers react to more than the words on the page, or the script your host is reading. They pick up on other signals that shape their experience. You might not be aware of these influences, and your customers might not be aware of them either. But they affect engagement.
If you’re only paying attention to the obvious factors, you might miss what’s actually driving people away.
Perfect is the enemy of done
I said “worry about more things,” but don’t become a perfectionist. If you try to do everything perfectly, you’ll never do anything, so you can’t worry about every niggling detail. How do you find the appropriate balance?
Imitate products that are doing well. Don’t imitate what they say. Don’t (necessarily) imitate what they tell you at the media conference. (I’m convinced many people don’t even know why they’re doing well.) Imitate what they do.
Find the products that are doing well in your space and study them. What about it grabs your attention, or makes it fun? Experiment with those things.
