Communicate to influence.

We do this work to influence opinions and behaviors. How do you help people see their benefit in buying your product or service?

You can’t make people do what they don’t want to do. Maybe they don’t want your product or service because it doesn’t do the job they’re looking to get done. Maybe it would do the job, but they don’t know that it will.

Integrated marketing communication stitches together your brand, your service, and the benefits you deliver. Your communication has been so woven into the customer experience that it has become part of the product and service you deliver.

Are your ads, brochures, website, reviews, store, and customer service reps working together to drive your business goals?

Senge, P.M. (2006, Rev.). The Fifth Discipline. New York: Currency Doubleday. Senge started a movement with this book, which outlines the first five disciplines (there may be more, he says) that are required to create a “learning organization.” Members of […]

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Clampitt, P.G. (2004). Communicating for Managerial Effectiveness. Thousand Oaks, Calif.: Sage. Clampitt suggests that effective communication is like dance, with partners passing messages back and forth, learning about each other and co-creating meaning. It is an ongoing process, rather than […]

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