Communicating Costs
by Andrew Shedden
My personal rule about New Years resolutions is they always are best left unsaid as they usually are left undone. As with so many other things there are exceptions to every rule. While I certainly have no right to tell you what to do in 2002 I would be remiss in not suggesting you follow at least one of my actions.
One of my corporate New Years resolutions is to take a long hard look at how effectively my company is communicating its core-marketing message. Even specialized communications companies don't hit the bulls-eye every time. The simple fact is ineffective communications will have a measurable detrimental effect on your bottom-line.
Your core marketing message
Some social psychologists refer to human beings as cognitive misers. This means is in most interactions we get by on the minimum possible amount of thinking. Uplifting, isn't it? Whether you agree or not it is still a good communications strategy to govern yourself accordingly. Don't be verbose and use too many words to express the intent of what it is you are trying to tell that person whose eyes are rapidly glazing over at the cocktail party that you have him cornered at because he did not really see you coming because had he done so he would be in another country by now or at least not here.
Don't even consider communicating to prospects until you have a very firm handle on your core marketing message. Make it short, memorable, and sweet.
The fastest way to define your core marketing message is to think about how you would explain to a perfect stranger - in thirty seconds or less - just what it is your company does. What you need to try to do is distill your core competencies into a sentence or two. You do this by creating your "Elevator Speech."
Here's our own: Broadfield Communications helps companies attract more customers by improving their marketing, selling, and communicating. By utilizing our elevator speech I can quickly tell you what we do. The absolute best response you can get from your "Elevator Speech" is for the listener to say "That sounds interesting. Tell me more."
Put your "Elevator Speech" together and test it out on a few people and see what response you get. Make sure everyone in your business has it down pat before you spend one penny on your marketing communications materials.
Are your communications costing or creating?
If your marketing communications aren't effectively communicating your core marketing message to your target market - shelve them. If, due to their cost, you are reluctant to shelve them consider this: ineffective printed communications also make a handy way to fire up the wood stove on these cold January evenings. I know that sounds a trifle extreme but it isn't.
If you had a totally incompetent and inarticulate employee would you willingly give this employee a podium? Of course you wouldn't. This would be a very destructive course of action. Yet this is precisely what you do when you send ineffective printed or web communications out into the world.
Every person within your organization has distinct skill sets. These skill sets must be developed and capitalized upon to leverage the effectiveness of your company. Your most highly skilled technician may be non-communicative. Conversely, the best communicator in your company may be clueless about what truly differentiates your company and separates it from the pack. In every case you need to balance effectiveness with efficiency.
Your marketing communications must clearly articulate a compelling vision of your company. A well thought out message should accurately reflect your views and beliefs to those who may never have even heard of your company. All of this must be tied into a logically and attractively arranged array of benefits and a positive call for action. Sounds simple, doesn't it?
Don't visit a dentist for a nose job
There is an old saying that you don't visit a dentist for a nose job. While humorous it is still sage advice. As no one does everything well you need to consider what parts of your business you are willing to entrust to others.
Business professionals are dedicated to providing the highest level of expertise in their given fields. We, all of us, rely on a high degree of interdependence to grow our businesses. We need to profit from the experience of others. We rely on our Chartered Accountants to give us good financial advice and guidance. We rely on our lawyers to keep us on the right side of the law. Our customers rely on our expertise.
When you are ready to seriously increase the effectiveness of your corporate communications you need to have the right tools. This means that you should consider outsourcing your communications needs to professionals.
One of the best definitions of advertising is "Salesmanship in Print." This definition applies to all forms of marketing communications. Perhaps you could define your web-site as "Salesmanship in Electrons." Regardless of the communications channels that you utilize make sure that you're putting your best face forward.
