As they say, the message is everything. More importantly, managing your message is everything. And in a season that is all but over there is only one thing that matters from here on in, keeping Toronto fans engaged.
There is a way to do that correctly and then there is a way that it is being done. So, for your reading pleasure I present: 'Things I don't want to hear a Toronto coach mention for the rest of the season.'
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"Effort"
Talking about effort is nauseating. I assume that week in and week out the team is trying hard. I don't need to hear about how this week's effort was better than last week's effort. Or, how next time you're going to try to put in a better effort. Or how the other team's effort was better than yours. These are professional athletes. I just assume they're working hard. And if they're not putting in the time, why are they out on the pitch anyways? If you have a little kid and he comes up second in a race or whatever, that's a time when you can tell him, "Hey, little guy. You put in your best effort. You'll do better next time"
But this isn't the school yard and your fans are not little kids. So, just assume we know you're trying hard.
"Playing for contracts"
This messaging usually comes out towards the end of the season when it becomes apparent that Toronto is not going to make the playoffs. Granted, it's going to come a lot sooner this season but let's not wait and just skip over the whole 'they're playing for their jobs' mantra. They should all be playing for their jobs. All of the time. If they aren't, then you aren't doing your job as a manager and an organization. If players are going to be pushed, they need to feel like at any moment some younger talent is going to come along and relegate them to the bench.
Every position should have some level of depth where a player is at least challenging for a job. Don't have the money to bring in someone? Have an academy kid in. He is going to be working his butt off anyways to just get a chance at a contract. But just in terms of storyline, playing for contracts is played out. You turn over the entire squad every season anyways, so it will likely be of little interest.
"Playing for the badge/the jersey/the fans"
Normally, as a fan, this is something that I would adore hearing from players. It creates a connection, however fleeting, and furthers the idea that they're here for something beyond just their paycheck. It gives a purpose and a place to supporters who live it each week. But given that I've heard every manager in Toronto's short existence say it now, it's kind of lost its appeal.
In fact, when I hear it on TFC PR TV, it really just comes across as some gimmicky marketing stunt. It feels cheap and it rings hollow. And, worse, by using it in that way, it perverts the values most around this community hold. If you really want to create a connection, make people feel like this club is not just there to take their money, go out and reward your customers for their continued loyalty. I said it last week, roll back or freeze ticket prices.
What is worth hearing
In reality, the only thing worth talking about for the rest of the season is how you plan to improve this team. Not vague, ambiguous statements about steps forward, steps back, please step away from the ledge - specifics on where Paul Mariner and Co. plan to take this club in the next six months. Hell, the next six years. What positions are you going to replace? Who are you actively seeking out? How is your pragmatist style of route one football going to improve the current lot of fortune?
Results and performances, not catch phrases are what matter - because when all the gimmicks are gone, the marketing plans deployed, the season ticket renewals underway, the only thing that is going to resonate at the end of this season is where the team is at in its current re-development. The sooner you get around to telling the fans this, the sooner they can make up their mind if this is something they want to continue to support.
But make no mistake, the message is as muddled as its ever been. Changing that won't fix the squad but it might help to fix the relationship your customers currently have to it.