Here are the core principles that should be at the heart of any communication. It’s what you’ll get when you work with me.
If you don’t address their interests and concerns, you’ll never get your point across.
B2B or B2C, it’s ultimately people who are the buyers and sellers. Get rid of the jargon and bizspeak and talk to them, one human to another.
Every organization has great stories just waiting to be found, shaped and told. Use them everywhere – on your websites and in your speeches, videos, case studies, reports and marketing. (But make sure you know what a story is and how to tell it!)
Replace words with pictures. Turn ideas into action. Instead of empty claims about quality or service, show us your awards, reviews, testimonials or rankings.
All the data in the world won’t make your case if you haven’t given people a reason to care. To win their minds, you have to first grab their hearts.
Nobody ever said, “I wish that meeting (or presentation or video or article) had been longer.” Cut, cut, cut. When you’re done, cut some more.
Every communication should have a clear objective. It should drive people to act. Merely passing along information is a weak choice and a squandered opportunity.
Beware of mission drift. Stay on message and get rid of anything that doesn’t contribute to the objective.
Let them hear it from you first. Plant your stake in the ground – everything that’s said afterward is measured against it.
In this world, sloth kills. Tighten the review circle, eliminate the bottlenecks, streamline the process. Accept the fact that nothing will ever be perfect or 100% up-to-date.