In writing, and in life more generally, there are two types of people: planners and pantsters. Planners like to lay out a structured, logical roadmap to a desired end state, while pantsters prefer a more whimsical journey where they fly by the seat of their pants.
It will come as no surprise that this Type A control freak plants herself firmly in the affirmative. While there’s a place for some loose winging it, your business communications really aren’t that place. Save that kind of shenanigans for your numbers.*
People are busy, but beyond that, in the age of the information superhighway (thank you Master of Communications for teaching me this vernacular) they are swamped in information. They’re bombarded with messages all day, every day. Your brand, your services, benefits and value could be the very answer to their prayers, but without a planned, strategic approach to getting your message across there is little change of them receiving them, let alone connecting with them.
Considered communications are the difference between simply throwing out information about your brand willy nilly (Holly said ‘willy’) and having people, the right people, connect with your message in a way that builds an ongoing relationship with you, including the exchange of the almighty dollar and cents.
Before we can communicate, we need to plan.
What are your broader goals for the next 3 months, 6 months, 12 months and beyond? What’s your vision for the next year? The next 5 years?
- Is it to double sales of your x service?
- Is it to be asked to speak at x events?
- Is it to increase your revenue by 17.2%?
Each and every communications activity and tactic needs to be aligned to a communications goal that supports your broader brand goals. We need to know what response you want from your communications as well as how you want your brand reflected- these will determine the perfect tactic to get the results you need to meet your goals. They will help define where you should put your communications energy- spoiler alert, your mailing list is always going to be up there, but those events that take a lot of time without a lot of yield? It might be time to try something different.
Communications are purely the means by which your ideal audience can discover the value you bring, how you can help them. They’re tactics to deliver your message. That’s it! Nothing convoluted nor necessarily complex, however, the more considered and planned, the more effective they will be. Here’s the good news- this is a path you don’t have to walk alone. Nay, working with people to grow their brand using beautiful communications is firmly in my zone of genius and of bliss, when I think about it. My Word Nerd in Your Pocket Communications Mentoring is one of my favourite services (you’re all my favourite) because I simply adore watching someone fall in love with the possibilities for their brand communications, and I love, love LOVE arming them with the plan of attack to bring their communications to life.
Tell me, are you a planner or a panster?
If you would like more info about my 1:1 mentoring, please reach out.
* as per advice from my favourite Numbers Nerd Julie at Cocoon Business Solutions, under no circumstances should anyone either apply winging it to numbers NOR take any kind of numbers advice from a Word Nerd.
I love sharing insights, thoughts and behind the scenes shenanigans from my communications and writing for business adventures. If there’s something specific you’d like to know, please shoot me an email or give me a buzz, and I’ll do my best to help, or address it in an upcoming blog post or on my social media platforms.