Business Communications Archives - Page 2 of 2

5 Ways to Speak to Different Audiences

One of the challenges in getting your message out is that your audience is typically quite diverse, especially when dealing with a technology product. Engineers have one way of talking; Chief Financial Officers have another and end-users yet another. Effective marketing and business communications dictate that you offer a message for each of your targeted audiences to ensure your message is understood by all relevant stakeholders. You need to speak in their language.

Complex software or other technology sales are seldom performed in a vacuum or decided by an individual. Therefore, a consensus must be achieved before a final “buy” decision can be reached. For business communications in high-tech industries, you must address a wide, diverse group of individuals. Finding your audience for a cult movie such as the Rocky Horror Picture Show might be equally difficult!

The challenge is how do you accomplish this task?

First, you need to realize that you can’t speak to each of these different “personas” at the same time, in the same venue. Not only would this be complicated to write, but it would also be difficult to read! Your best course of action is to pick different media or channels to conduct your varying messages.

Here are five different venues for your consideration when speaking to your different audiences:

Write a white paper that offers a detailed explanation of how your product works, how it is used, why it is better than the competition, etc. Point is that this is a venue that highly technical IT or engineering audiences can understand your message or communications
Record a video interviewing your president, speaking to how he/she/they is committed to the direction of your company, the research that has been done to ensure the product is delivering maximum value … busy “C” level executives might have time to listen to a 4-minute video of your president
Get a placement of a contributed article in a publication that speaks to return on investment (ROI, return on assets (ROA), etc., to entice potential senior financial management audiences to read and understand the financial impact of purchasing your product
Post a blog entry for middle management or “line of business” personnel to read, on a topic that concerns actually using your product, or what specific challenges can be addressed … getting more into the “weeds” of what your product does
Be a sponsor at a trade show with a booth, staffed by employees. This type of venue offers a different “slice” of who you can speak with about your product, but one audience that it is quite effective at reaching is your partners, who might also be exhibiting or attending. This is an important audience to speak with, both from a future partnering perspective as well as to convince them that your product is viable in the markets you serve

Teachers understand this task, as seldom do each of their students learn the same way. Some might be visual learners; others learn by doing and some may learn only by reading. Marketing or business plan writing is no different. Marketers must recognize that quite often a different language and medium must be chosen to communicate with each of these different stakeholders. Business plan writers must know what type of investor they are writing for, to then better understand what level of industry terms and jargon should be included and what should be defined better, for novice readers.

Who do you write for? I would be interested in hearing what other venues have worked for you in the past.

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing business plans and marketing strategies.

5 Ways to Shorten Copy

“I have only made this letter longer because I have not had the time to make it shorter.”

– Blaise Pascal, (1623-1662) Lettres provincials

It would appear the challenge or writing concise communications has been with us for a long time.

Today, shorter copy is needed more than ever. Just look at the success of Twitter, the “ultimate” short copy communications platform. Messages are mostly limited to 140 characters per tweet, requiring a new mastery of short communications.

Upon reflection at my own writing, I probably could do better. So I came up with five reasons why my communications might be too long, to try and write with greater brevity.

Too many examples – When presenting complex topics, the inclusion of examples to help explain a concept is sometimes necessary. If your objective is to teach, then providing more content may be right; in a business communication, perhaps it might better to offer a link or source for an example that already exists.
Too long an introduction – Perhaps your topic or challenge being solved is complex, or there are different nuances to the business challenge, and you need to be sure to explain what variation you are solving, requiring a longer introduction. I can’t think of a shortcut here, other than trying to condense your topic down to a paragraph or less.
Too many industry buzz words – This is tough when seeking to improve Search Engine Optimization. The more industry terms, the better your chance of showing up higher on Google. Links to other web pages might help address this challenge.
Too many editors – This is a tough one. Often I have two or more stakeholders invested in my document with different points that must be included. More time to perform more edits is the solution, but, sometimes deadlines contradict this goal.
Too worried about missing a key point – When tasked with writing an important document, such as a business plan, as they say, you only get one chance to make a first impression. Considerable care must be taken to be sure all relevant points are included. Keeping a prioritized list can help address this challenge; if a point has already been made, perhaps it doesn’t require duplication in a later section. Alternatively, future communications can be added to address omissions.

In the end, the path to shorter copy is to spend more time … time planning to identify the most concise wording, and time writing more efficiently using shorter phrases that are edited several times. In the end, your goal is to make a lasting impression – getting your content read and understood – which is simply easier with a shorter message.*

*Note the first version of this post exceeded 700 words; final version has 450.

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.

Express Yourself How You see Fit

Like so many of us that have been following the latest political scandals, such as that involving Anthony Weiner’s twitter escapades and resignation, I have been amused at how quickly a new word can make it into our English language. One of the recent AP news headline read: “Weiner to resign over sexting scandal.”

To the best of my knowledge, I have never seen “sexting” used in a news headline before, and yet, a pretty respected journalism outlet has used it in a title of a story. The joint combination of two known words is a great way to build a new word, should the opportunity arise where a new term is warranted. In this case, I would say that it was warranted, and the inclusion of this term was indeed appropriate, and highly descriptive. We all know what they are talking about!

Upon reflection, I would propose that the fluidity and strength of the English language is greatly helped by the fact that it is entirely acceptable to create a new word, based on the writer’s own perspective. If the market fails to recognize the word or doesn’t understand what it means, the simple consequence is that the term won’t be repeated, fading away into obscurity. No harm, no foul.

Interestingly, the French view their vocabulary differently, with a strict process for when a new French word is “approved” for general use, ultimately by the French Minister of Culture. With the recent explosion of IT related terms and technologies, the French “word police” have been quite busy. According to an article posted in the Wall Street Journal, before a word such as “cloud computing” (“informatique en nuage”) or “podcasting” (“diffusion pour baladeur”) receives a certified French equivalent, it needs to be approved by three organizations and get a government minister’s seal of approval, according to rules laid out by the state’s General Delegation for the French Language and the Languages of France. The process can take years!

Imagine if the same set of rigid rules existed here in the United States. I think our IT industry would be at a loss for words as to what we do. One might even argue that our innovation might even be curtailed, at least with regards to how we talk about new products or services. One thing for certain, those of us tasked with marketing communications or business plan writing would be in for a real challenge when talking about a new start up offering a new service.

Fortunately, it is still the “wild west” in America, at least with regards to coining a new word. And, with all the social media outlets today, the opportunity for a new word to be recognized and go viral is pretty good … so feel free to express yourself how you like, without worry that you will be found guilty by a Minister of Culture, at least for all of us living in the land of free speech and writing!

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.

The Role of Pricing in Messaging

“If you have to ask how much it costs, you probably can’t afford it”

– JP Morgan

According to Google books, the origin of this quote is a conversation JP Morgan had with a neighbor regarding the purchase of a yacht. The quote has been made famous by Henry Royce, when applying it to the purchase of his Rolls Royce automobiles.

If you have to ask, you probably can’t afford this toy.

From a marketing communications perspective, the concept is actually quite compelling – a message that rings loud and clear to your prospective customers. If you must know the price before purchasing, then it is probably too luxurious for you. A purchase decision that falls into this type of classification is clearly high end, something that only the wealthy need consider. As a business strategy, if you are selling a high end product, this type of positioning could be just right.

Pricing plays a critical role in your messaging and marketing communications surrounding not only the quality of your goods or services, but also on your focus on customer satisfaction. Do you deliver consistently superior results that your customers can justify spending more for your product? If so, then you should be charging more, and your customers will pay more, helping you to preserve your brand integrity. It is all part of a consistent message that you, as a marketer, need to convey to each of your current and future customers.

Alternatively, if your product is “me too” (non-differentiated) or if you are the low price leader, then you have no claim to charge a premium and shouldn’t. If you do, your customers will be confused, and will likely not justify the higher price, preferring instead to purchase from your competitors.

BMW is an excellent case study on how to leverage pricing as part of their messaging. Back in the 1970s, the brand was not considered premium, akin to the likes of Volkswagen. In the 1980s, however, they made a decision to dramatically increase prices across all products at a time when their marketing communications shifted towards positioning the brand as premium. It worked.

I had an interesting experience with the AAA club of Southern California about a month ago. I inquired about purchasing their premium service, which included expanded towing coverage. They refused to sell me the service, stating that I must first purchase their standard service for a year and not use it before having the “privilege” of purchasing the premium service, for more money. Needless to say I was infuriated. Here I thought they were eager to offer expanded, higher margin services. They, on the other hand, see themselves as a “country club” of sorts, where I have to pay my “dues” for a year before being considered for an upgrade, like they are doing me a favor. Talk about a confusing messaging strategy!

How does AAA get away with it? Well, it turns out they have a bit of a monopoly in the Southern California market, so there really isn’t a viable competitor. Clearly, not only is their pricing calculated incorrectly, but their view on customer service is that of a monopolistic organization, such as the US Post Office. In other words, it isn’t a priority. Even to a customer of 31 years!

To conclude, pricing plays a critical role in your marketing communications – the story you want to tell. Are you customer friendly? Are you premium? Or, are you a generic product with no differentiation other than price? Pick your story and be sure to set your pricing to support that message.

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.

The Power of the Digital Written Word

The expression that the pen is mightier than the sword may soon need to be updated … if the recent news about the Oxford English dictionary foreshadows the future.

In this recent news article, it was reported that the next edition of the world’s most definitive work on the English language will never be printed again, due to the impact of the Internet on book sales.

The power of the “written” word obviously still exists today … just look at all of the blog postings, comments and feedback that is typical on any given day. However, it is now becoming increasingly obvious that the Kindles, iPads and future book readers of the world will indeed replace the printed book, as well as the daily newspapers and monthly magazines. This transition will likely take an entire generation to be completed, but, the transition has already begun and will continue.

As a marketing communications professional, if the future of your business model or lead generation campaign is based on collecting leads from ads in a paper newspaper or magazine, now might be a good time for an overhaul (either strategically for your business, or time for a new career). More importantly, if you are a publisher of paper books (ex: Random House, HarperCollins or Simon & Schuster), you face a challenge no different than what Blockbuster and Hollywood Video faced … and failed miserably. Having a vision of what the future holds isn’t a panacea to identifying a replacement business strategy.

One challenge why an incumbent provider in a “dying” industry is seldom the next leader in the transformed industry is the fact that the incumbent has significant psychological and physical investment in the way things used to get done. Think about the physical infrastructure that today’s leading book publishers have made investments in – it would be very difficult to simply “chuck” their existing equipment, facilities and employees.

Yet, a new crop of businesses will emerge without the financial “baggage” of the incumbents, helping them to be more nimble and willing to experiment with new approaches and untested methods or strategies. This highly dynamic nature of start ups is a powerful force, one that will ultimately result in a new market leader in how this industry evolves into one that is not based on paper, but the power of the digital word.

One business strategy that has worked in the past is for an existing player to set up completely new division, one that is not encumbered with financial, political and other constraints of the parent company. The smart car is a good example, which began as an idea by the Swatch watch company, and became a reality with an investment by Mercedes Benz. The car is clearly not a luxury product, so Mercedes thoughtfully financed its launch it to address the growing sub-compact car market, which it correctly predicted. This strategy enables the new entity to be given a truly “free reign” on trying a new business strategy without diluting the parent company’s brand.

As a marketer, it helps to keep an extremely open mind on how to find the next lead, as well as what industry you choose to work in. Content is still king, but it will increasingly be a digital king, and not a paper one. When naming my blog, I am sure glad “Making Every Word Count” works in both paper and digital format, helping to avoid future obsolescence, at least the foreseeable future, which is all I can reasonably expect in today’s highly fluid business climate!

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.

Applying Humor to Your Business Communications

“Computers are useless. They can only give you answers.”

Pablo Picasso

When considering the question of “How do I improve my business communications?”, humor may be the answer. The decision should be based on what type of communications you seek. There are several roles humor can take … to grab attention, to make a lasting impression or to build a longer term relationship with your readers. Alternatively, a more serious and “professional” sounding message may be better suited to a more formal communications, in which case humor may not be appropriate.

Let me explain. It might not be the best idea to use humor when talking about a financial institution’s lending practices, or the way that a customer’s money is managed.

When we write or speak to an audience, often we are really trying to build a relationship with our audience in order to convey a thought, a message or a suggestion to purchase a product r service. As part of establishing that message and gaining credibility, it can be quite effective if you are communicating more as a friend or advisor. In that case, humor can definitely play a role in helping to build the relationship, earn trust and communicate on a more personal level.

South West Airlines (SWA) is an excellent example. They have effectively used humor in their verbal communications. Each flight attendant was clearly encouraged by their peers and supervisors to include humor as part of their pre-take off, FAA required announcements at the beginning of every flight.

In today’s YouTube age, there is another incentive: to become the next big hit. Watch this video for an example of a video that has gone viral, with nearly 1 million hits so far. Interestingly, SWA’s practice began before the age of the Internet. Now these videos are actually a form of advertising, helping to increase brand awareness – and might even generate a ticket sale or two. Clearly, humor can lend itself to social networking marketing quite nicely.

While SWA’s topic is serious, the message has been effectively conveyed in a joyful, playful manner, with short one-liner jokes intermingled with information on what to do in an evacuation, and how the seat cushions also works as a life vest. In the end, passengers felt more relaxed and at ease, trusting that SWA had things under control in the passenger’s best interest while helping to pass the time during the boring announcements that business travelers all know by heart.

TD Ameritrade is an example of when a more serious communications was best. Their selection of Sam Waterston as a spokesperson conveys a serious message that TD Ameritrade is a secure institution you can trust, based on our associating him as being a District Attorney for Law and Order, even though it is just a character he plays on a television show. But don’t expect Sam to crack a joke during his endorsement during the ad.

Similarly, if you are writing a business plan to demonstrate intimate knowledge of your industry or market opportunity, it is trust that you are trying to build. As you might not have the opportunity to build a relationship over time with multiple interactions of your readers and prospective investors, you might only have one chance to make a first impression. In this case, your tone should probably be authoritative and professional, demonstrating you are serious about your business plan and the investment funds you are requesting. Probably not a good place for humor in your communications.

Each of these examples offers best-in-class leveraging of humor – or a lack of it – to accentuate and exemplify business communications. Deciding whether or not to use humor, however, is harder and riskier. Your message must indeed BE funny, or else the opposite effect will occur, possibly even alienating you from your target audience, and clearly hurting your communications objectives. As it is more riskier to use humor, the choice is often to simply avoid it.

Next time you ask yourself whether humor might be appropriate in your next business communications, the answer won’t come from a computer. It should be based on your subjective decision, half-based on theory and half-based on a gut feel if it really is appropriate.

Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies.