The 4 Cs of Truth in Communications

Citation

McGillicuddy, K.M. (2008), "The 4 Cs of Truth in Communications", Journal of Consumer Marketing, Vol. 25 No. 5, pp. 325-326. https://doi.org/10.1108/07363760810890561

The 4 Cs is an interesting, provocative and extremely useful theory. And although it is targeted towards marketers, you will find that students, parents and even people in love can utilize this simple and powerful premise.

The book begins with a discussion of truth – a word and a concept with which we are all familiar and one which we all likely feel we practice. It is important to define the framework of truth, for it means different things to different people, and its many “shades” can alter or even cloud the truth that must come through when we communicate. The plain fact: true candor is hard to come by these days. The average businessperson feels compelled to stretch the truth in order to avoid hurt feelings or appearing negative, and marketers mean to see the truth but cannot because of their personal attachment to their projects, ideas, and values. The big takeaway here: We must let go of these things and see the truth (primarily the consumer's truth) for what it really is. Whether or not we agree, find it difficult, or are forced to alter our actions because of it, it is still the truth upon which we must base everything going forward. If we hear and discover a consumer truth, it does not matter whether our boss likes it or it fits our strategic plan. We must go with it.

Once establishing the importance of truth, the author is ready to explain the very simple 4 Cs model. True to the goal of communicating clearly and effectively, the model is presented with the same simplistic style of the BCG matrix (cash cow, star, dog, etc.) from years ago. And the author points out that, although the premise of the model itself is important, the clarity of how it is presented (with simple terms and a basic visual that every marketing student remembers for years to come) is just as valuable. The 4 Cs model strives for this memorable simplicity, which I believe it achieves:

1. 1.

   Comprehension. Your target must truly understand the message. The flashiest, funniest, and most eye‐catching advertisement means nothing if the audience does not “get it”. Have you ever watched an interesting television commercial only to say afterwards, “What was being advertised there?” Not good! Communication by its very definition needs an exchange of information. If the information did not get through, it is worthless. Make sure the basic message you are trying to say is understood – do not bog it down with flashy cleverness to the point that it is buried too deep to see.

2. 2.

   Connection. Understanding the message is important, but does the target really care? Does the message speak to me personally in a way that demonstrates an understanding of my everyday life, challenges, joys, and fears? The author demonstrates this “connection” through examples of the Suave® ads featuring busy Moms and Dove's® new campaign featuring “average‐sized” women, not skinny models. Your target may understand the message, but it will not truly hit home and capture them unless they connect with it.

3. 3.

   Credibility. My message is understood and my target really relates to it. But can they believe it coming from me? Some companies can build on already‐established credibility. For example, Dunkin Donuts knows their brand is accepted and beloved by the “average Joe” so when Dunkin states it will help the average Joe get things done because “America runs on Dunkin,” the target believes it. Others must create credibility. For example, Target stores created an upscale, fashionable aura around its store, brand, and red logo and put so much effort, money and consistency behind it that we all believe it is much more trendy to buy something (perhaps the same something) at Target than it is to buy it at Wal‐Mart. Make sure your brand, company or product has the credibility it needs to have its message believed and accepted.

4. 4.

   Contagiousness. This is a tough one. But it is magical when it happens. It is the SuperBowl advertisement that everyone talks about for weeks to come, the phrases we utter at the water cooler and that make us laugh each time we hear them, the simple line heard in the checkout counter that makes everyone smile because they recognize it and relate to it. Communications that possess energy and that evoke an emotional response are likely to experience this contagiousness that keeps the communication going and going long past the original message.

The book rounds out the theory by addressing a few additional points that will be useful for implementation:

• •

  Remember that communication is important in many different mediums, not just advertising. Use the 4 Cs in everything from packaging to web sites.

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  Consider that e‐communications are becoming more and more prevalent. Be sure your e‐mails and related message employ the basics of the 4 Cs.

• •

  Is one “C” more important than another? It depends. Carefully analyze the situation at hand to see if more weight should be given to one over another.

• •

  Look for additional ways to use the 4 Cs. Communication skills for parents, spouses and more can be enhanced by putting this theory to use. My own personal revelation came from the field of product development. Should not a product embody the 4 Cs as well? A good product should be understood by its target, should connect like no other, be credible coming from its company or brand, and hopefully inspire a bit of contagiousness among consumers. What a great mindset to have when developing new breakthrough products!

One big question for the author (perhaps this would be a good follow‐up book?): How can one effectively assess each of the 4 Cs in the middle of developing a campaign, ad or communication piece? The examples of successful campaigns in the book are very helpful, but the assessment appears to be after‐the‐fact. What are some practical methods and tools for assessing your communication as you develop it so that you can feel confident in the final product?

Overall, the book is an easy read and you can breeze through it quickly in a couple of hours. Plus it is easy to go back and brush up on a specific “C” with the well‐organized format and clear table of contents. Perhaps what I liked best was the fact that the book itself utilizes the 4 Cs perfectly. I comprehended, connected, found that the author's backup provided credibility, and am certainly planning to share it with others. What started out (according to the author) as a simple method for organizing consumer feedback for a client presentation has turned into a very powerful tool for developing, assessing and bettering marketing communications of all types.