Nine Essential Communication Insights

After two decades in the advertising agency business and another three on my own as an independent consultant/advisor/mini agency, I have picked up a fair bit of insight into the one word that forms the basis of what good strategic and creative marketing is all about…communication.

Being a bit of an information pack rat, I have kept track of all the insights that were imparted to me or originated with me as little eureka moments

I would like to share them with you in the hope that you will find them useful, and that that utility will help your fashion or be able to appreciate good communication when you see it.

This is not a guideline, because every business is a little different from every other. What these are, in fact 
are observations translated into insights that you can just absorb, tuck away in your head, and refer to them when the occasions arise.

1. Good Communication Is All About The Conversation: Communication, in whatever form it happens to come at people, should always form the basis for a conversation or response. This is as true now as it was back in the day when the Internet was just a bunch of college kids goofing around in their dorm rooms.

2. Good Communication Does Not Bullshit Anyone: The integrity of whatever the communication is about, be that a product or service, rides on every message that goes out. If you’re not telling the truth, the people on the other end of your message will find out pretty quickly, and they will spread it around. This is not good for anyone. And today, bad new travels at the speed of light.

3. If You Don’t Know Where You’re Going, You Simply Won’t Get There: Every piece of communication, whether it’s a stand-alone or part of some program or campaign, needs to be guided and shaped by a well thought-out strategy, or at the very least a sharp focus. Unfocused messaging never sticks and therefore is always a waste of time, effort and money.

4. Good Communication Starts With Good Communication: What this means is that whoever is involved in the communication process gets a say in shaping the direction, tone and manner of the communication.  So make sure that whoever you get involved in your process has a good level of their own credibility as communicators and your trust.

5. Media Is Still Media: Since the advent of the Internet, the number of marketing tools at our disposal has increased. But their primary function has not changed. Good communication should have the ability to adapt to these new media rather quickly. So you owe it to yourself to get familiar with ALL the media you need to use before you start crafting messages.

6. Be Democratic, But Be Smart About It: You need to be able to take in and filter the ideas of everybody involved in this process. Then you need to digest them and create something that incorporates the best of all this thinking.

7. Approach Research With Caution: The voice of the people is not always something you want to risk your company’s image and future on. Companies that use research to develop strategies and communication are taking a huge risk; companies that use research to verify and fine-tune ideas are not.

8. Communication Is A Sales Tool, Pure & Simple: Too many people see communication as a daunting creative challenge. Wrong. Communication is a selling tool. The more straightforward and to the point it is, the more effective it will be. Certainly it can be smaert and clever in its execution. But above all, it needs to have clarity of message.

And finally…

9. The Golden Rule of Communication: It simply does not matter who you are directing your communication to – your mandate is always the same.  Give your prospects a clear and simple answer to the only question that’s in their mind... “What’s In It For Me?” When you work to answer that question, many of the stylistic shortcomings you may possess will be overlooked in favour of that clear benefit to your prospect.

Hopefully these insights will make help make your communication more straightforward and persuasive, and the creative challenges daunting.