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STRATEGY > Communications programs >
External focus
Good communicators tell stories.
Good communicators translate the features of their work into the benefits for their contacts and clients. People buy benefits.Professionals can connect with others when they tell stories about past activities that parallel the issues they are discussing. In this way they make their expertise relevant.
Communications materials should be relevant.
All materials – print and web-based – should be relevant to the audience. Often this requires slicing and dicing your target group. That’s OK. Better to be relevant to a few than irrelevant to many who will remember that they threw away your communication. Typically your readers will find the materials useful but not essential – discretionary reading – so keep them short and to the point.
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For Example -
A large accounting firm wanted to promote all its practice areas so we divided the clients into segments, and created a series of short newsletters geared to the services each segment might use. Result: more cross-sold business and more interested clients.
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