This is not a White Paper! White Papers pretend to be unbiased.
This is an edited copy of a post from May, 2016
by Ted Steinberg, Co-founder
The 3 C’s of how everyone communicates are:
- The Context of The Communication = where the communicator is coming from. (The recipient picks up on this. We do not need to tell them, nor should we, unless we want to sound ridiculously terrific.)
- The Concept of The Communication = the rationale for why we are communicating with them. (We need to tell them why we are doing this, no matter what, unless we have something to hide.)
- The Content of The Communication = the stuff, details, features, benefits, opportunity, etc. we are communicating, which we want them to know. (Less is More! The less content the better, and eliminate the self-congratulatory phrases and put the product superlatives in the trash where they belong. Save the plaudits about your company for the recipients to decide upon. Customers like to sell themselves.)
The Concept of Your Communication = Why Are You Communicating?
Understanding The Concept of Your Communications.
- The recipient (singular, never plural) wants to know more than, “what’s this?” The recipient wants to know, “what’s this about?” The recipient subliminally wants to know, “why should I pay attention to this?”
- Even if the communication attracts their attention, and even if it was initially a distraction, the recipient will want to know your reason for communicating with him or her, always singular, never plural. Huh? All recipients are beholders. All beholders are individuals.
- All individuals are 1st person singular; 1st person singulars, at the moment, they notice your communication, written or stated, by whatever means, direct or indirect, are all “me’s.” For that matter everybody is a me. Individuals want to know your underlying reasons for this communication.
Types of Sales & Marketing Communications.
Communications are designed & modified for promotional and sales purposes.
- whether stated or implied.
- whether direct to specific recipients,
- whether indirect to targeted or general recipients
Communications consist of: (the preceding paragraph describes the modifiers.)
- Locations which offer content and various communications (web based or geophysical).
- Sales Material.
- Sales Conversations from prospecting to selling to taking orders to expanding the customer relationship.
Simple Rationales for a Sales & Marketing Communication.
- You want to get new customers & you want to keep them.
- You need to make a promise that will get them.
- You need to get their attention so you can make the promise.
Involved Rationale for a Sales & Marketing Communication.
- Primary Goal = you want to sell them on doing business with you, regardless of if or when or what they buy. The Matchmaker’s Triangle describes this Goal as a “Doing Business Relationship.”
- Primary Goal = you want to sell them something. (Some things.) The Matchmaker’s Triangle describes this Goal as a “Product Purchasing Relationship.”
- If your primary goal is to make a product sale with the idea that, later on, your product purchasing relationship can be expanded into a broader, more encompassing, relationship, you may be able to succeed. If, however, the product/s you were presenting were not bought by the customer, you will find it harder to switch to the broader approach. Changing horses in the middle of the stream has its consequences, which is why, “it’s best to ride a horse in the direction it’s going.” Chinese Proverb.
- However, if your primary by goal is to sell them on doing business with you, whenever, AND assuming you will share your rationale, you will have attentive recipients.
- If your communication states (spoken or written): “we want to sell you on doing business with us whenever and however you choose,” or via something similar, you’re on your way to the promised land, where promises are made and accepted and kept. Yippee!