Paul Revere's Message Was Crystal Clear - Is Yours?- Four Questions To Consider
Smart Business Thinking
by Jim Whelan
“Writing, the art of communicating thoughts
to the mind through the eye, is the great invention of the world.” President Abraham Lincoln
What is the purpose of your communications?
BUSINESS CARD
While
visiting my ophthalmologist, I looked at her business card. The phone number
print is so small to be a challenge to good eyesight. Is the card’s purpose to
attract clients? I’m curious as to how useful it is for people with eyesight
problems.
Of
course my more cynical friends claim its purpose is to have potential clients
convinced they need her services.
Have you looked at your communication material to see if it is in sync with your intended audience?
CEREAL BOX
The cereal box proclaims
“Gluten Free”. Curious, I read the back for more information and learn “Gluten
Free” means the cereal “contains no gluten”.
Not a startling message to me,
but then the message isn’t aimed at me. The audience is the shopper.
Apparently, the buyer’s concern is that the consumer – kids? – will not be
affected by gluten.
When was the last time you checked your site message’s effectiveness?
WEB SITE
Visited
the web site of local service provider to find out the cost of a standard
service provided by many others in the community. Searching every corner of the
site there is no price list to be found.
Prominently
displayed is the owner’s email address inviting everyone with a question to
submit it. The email was returned because it is not an active address. On to a
different provider.
Are you a straight shooter when communicating with your employees and customers?
DOUBLE
SPEAK
Bottom Line?
Jim is an expert business coach and a respected
advisor management and financial executives. He draws on his long-term business
leadership background to help CEOs grow revenue, increase profits, improve
performance.
What is the purpose of your communications?
BUSINESS CARD
While
visiting my ophthalmologist, I looked at her business card. The phone number
print is so small to be a challenge to good eyesight. Is the card’s purpose to
attract clients? I’m curious as to how useful it is for people with eyesight
problems.
Of
course my more cynical friends claim its purpose is to have potential clients
convinced they need her services.
Have you looked at your communication material to see if it is in sync with your intended audience?
CEREAL BOX
The cereal box proclaims
“Gluten Free”. Curious, I read the back for more information and learn “Gluten
Free” means the cereal “contains no gluten”.
Not a startling message to me,
but then the message isn’t aimed at me. The audience is the shopper.
Apparently, the buyer’s concern is that the consumer – kids? – will not be
affected by gluten.
Have you looked at your communication material to see if it is in sync with your intended audience?
CEREAL BOX
The cereal box proclaims
“Gluten Free”. Curious, I read the back for more information and learn “Gluten
Free” means the cereal “contains no gluten”.
Not a startling message to me,
but then the message isn’t aimed at me. The audience is the shopper.
Apparently, the buyer’s concern is that the consumer – kids? – will not be
affected by gluten.
When was the last time you checked your site message’s effectiveness?
WEB SITE
Visited
the web site of local service provider to find out the cost of a standard
service provided by many others in the community. Searching every corner of the
site there is no price list to be found.
Prominently
displayed is the owner’s email address inviting everyone with a question to
submit it. The email was returned because it is not an active address. On to a
different provider.
Are you a straight shooter when communicating with your employees and customers?
DOUBLE
SPEAK
Many
times double speak is used to gloss over unfavorable news. One of the US
automakers before the Troubled Asset Relief Program (TARP) used the term “Career
Alternative Enhancement Program” when it laid off 5,000 workers.
Bottom Line?
Are you communicating with your audiences in your
world or theirs? A second look may not hurt.
Jim is an expert business coach and a respected
advisor management and financial executives. He draws on his long-term business
leadership background to help CEOs grow revenue, increase profits, improve
performance.
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