People will buy if you get the product, price and service right. But only if they know about you, like the sound of what you have to offer and can find you!
A strategically sound PR campaign rooted in your commercial strategy will address all these issues.
The first step is to understand exactly what you have to offer, whether it’s a commodity or high value service. What makes it different? What makes it interesting? Why do you think people will engage with it?
Then you need to understand who you’re targeting. Get under their skin. What motivates them? What pressures do they face? What do they need? How do they make their purchase decisions?
Overlaying the interests and preferences of your targets with your points of difference will shine a light on the elements to focus on; your key messages. Everything else becomes secondary.
Now you know what to say, you have to find ways to say it again and again without boring the audience. This means you need to do more than just state it repeatedly using slightly different words each time. You need many and different ways to embody your messages and then use multiple channels to communicate.
If your targets are seeking expertise and knowledge is one of your points of difference then don’t just say you’re an expert. Write an insightful and incisive article and place it in the right media platform, share it on social media and give a relevant talk at a key trade exhibition.
Once you have reached the point you think you’ll scream if you hear the message one more time then it’s just about getting through to your target audience.
Contact Cathy Connan of Communication Strategy on 07976 669089 or email firstname.lastname@example.org.
To achieve your goals you need your target audiences to behave in a particular way. Presuming you have the right products and services in place I can help you by developing an effective communication strategy, rooted in a sound understanding of the context.
I’ll then roll my sleeves up and deliver the results.
The first step is to get the messages right. While the essence of what you say must be consistent and reflect reality, you need to change the emphasis depending on who you are talking with.
The explosion of new technology has changed the way people engage. They want a dialogue, to be heard; if they feel talked at, at best they’ll switch off and at worst they’ll turn against you.
So getting the tone right is just as important as using the best channel, be it Facebook, the media or a public meeting.
By working with me you will have a natural problem solver on your side; someone who has developed and run communication programmes in a variety of sectors, managed crises and provided a sounding board for senior executives.
Every January we make resolutions, tempted by the potential of a fresh new year. Last January I said I would do the Two Castles Run. Not being a natural runner I quickly doubted the sense of my decision but having made it publicly I couldn’t turn back.
If you’re in the mood for resolutions there is one I urge every business leader to make and stand by throughout 2015; commit to effective communication.
Attracting potential new customers with appealing marketing boosts sales while an engaged and motivated workforce will drive up productivity. So getting internal and external communication right makes good commercial sense.
But too often each is considered in isolation, the coherence and consistency of the messages never being part of the planning process. This might seem okay but it doesn’t maximize the potential and there is a real risk of undermining your own efforts.
But an employee contradicting an external message to a customer, however lightly, will damage that customer’s trust and if employees see you tell half-truths to customers they can’t be confident you’re being straightforward with them. And re-building trust is a great deal harder than making sure you don’t lose it in the first place.
This doesn’t mean you have to gush the truth, the whole truth and nothing but the truth all the time! But it does mean you need to be consistent, coherent and straightforward in your communication.
A simple audit of your internal and external messages and processes will make sure that what you are saying resonates internally and externally and so is driving forward your top and bottom lines.
If you would like a communication audit, contact Cathy Connan of Communication Strategy on 07976 669089 or email email@example.com.