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?

Review: Putting the Public Back in Public Relations by Brian Solis and Deirdre Breakenridge Key idea: Public Relations today means attending to relationships. Good PR starts with listening to the desires, needs and pain points of our customers and potential […]

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A sharp Metro State College student asked me about my earlier post on racism during my guest lecture yesterday. He seemed to get the gist of  my story, but I could tell he was confused. I think I was too […]

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Why shouldn’t you call us white guys racist? Because that’s name-calling and in “post-racial” America we should be neo-mature. Besides, we white males don’t have to be racists to help perpetuate inequality. We can do that by being unaware and/or […]

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