Communications Task Profiler Reports

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GET THE BALL ROLLING

  • This section deals with issues you might want to tackle first.
  • They are tasks you often need to address before other communications tasks can achieve greater effect.
  • Remember that tasks with an Index greater than 1 are worthy of greater attention.
  • Tasks with an Index less than 1 should not be ignored, but are unlikely to take precedence.
  • Each task is explained in greater detail below the graph.
Arouse Curiosity
 

It helps to make people curious if they are to pay any attention to your communications.

Curiosity can be aroused by discussing how you can add value to businesses and individuals in ways that are different and relevant.

Typically, it will use empathy to solve a problem based on a need.

Alternatively, it may introduce new information, or a way of thinking, to develop a want.

Curiosity is often developed by good imagery in a communication.

A picture can express what words cannot in a limited creative space.

FILL IN THE DETAIL

  • This section deals with issues that typically become relevant after the basic groundwork has been laid.
  • They are tasks you may not be able to carry out at the outset, but provide more substance to your communications.
  • Remember that tasks with an Index greater than 1 are worthy of greater attention.
  • Tasks with an Index less than 1 should not be ignored, but are unlikely to take precedence.
  • Each task is explained in greater detail below the graph.
Develop an Understanding
 

What are the attributes you wish to communicate about your product, service or brand?

Once you know what these are, and how they are unique, it becomes necessary to have a sense of where gaps exist in terms of what your target market understands about your offering versus reality.

The objective behind developing an understanding is to fill in those gaps.

Attributes pertaining to your product, service or brand may sometimes be complex to explain.
Under such circumstances it may be worth considering which type of creative execution and media channel would be best for the job.

For instance do you require a video for a product demonstration so that people can see what you’re talking about?

When you’re dealing with more complex, abstract concepts, copy intensive communications may do the job best. A White Paper or email communications may be the way to go. It is often not appreciated that doing this is strongly linked to a pricing strategy that does not rely on discounting. Put simply, if you don’t wish to discount, help your prospects and customers understand why they are receiving true value relative to what they are paying you.

This is especially relevant for complex, costly decisions whether they be B2B or B2C purchases. Remember that it is key to develop an understanding of what you are offering. If this does not take place you will have a challenge in justifying the prices you charge should prospective customers not understand your value proposition.

Remember that this process can take time. Also remember to use the best media channel for the job at hand so that your communication isn’t hamstrung by your media channel, and vice versa.

GO AFTER THE SEGMENTS AND MODIFY WHATEVER NEEDS ATTENTION

  • This section deals with issues that become more apparent after the basics have been done.
  • You will notice the different segments that may not have been as obvious at the start, and refine your approach to deal with segments you value.
  • You will also engage in tasks that correct any areas of limited understanding.
  • Remember that tasks with an Index greater than 1 are worthy of greater attention.
  • Tasks with an Index less than 1 should not be ignored, but are unlikely to take precedence.
  • Each task is explained in greater detail below the graph.
Increase understanding
 

Fairly soon you will realise that you are either making sales, or not making sales for particular reasons that relate to understanding your product, service or brand.
Some messages may have got through easily while others may take more time to get across.

For instance, you may find that people say you are too expensive when not understanding all you have to offer.
Alternatively, they may be purchasing on the basis of benefits you do not offer and then post negative reviews.

You will need to address these issues so as to foster a better understanding of specific product, service or brand attributes.
You may also have to perform this exercise on this basis of specific segments that you are targeting.
Some segments may take longer to understand what you are trying to communicate.

Use this process to review how you communicate your value proposition in terms of it being easy to understand.
Also consider how to use different media channels to get a specific point across if prospective customers are having difficulty understanding your communications.
For instance, do you need a video to get your point across or does it require a detailed written explanation in the case of an industrial product?

SCALE YOUR THINKING BY SPREADING THE WORD

  • By now, you’ve laid a lot of the groundwork.
  • Now you need to scale and become somewhat more sophisticated in your approach.
  • Remember that tasks with an Index greater than 1 are worthy of greater attention.
  • Tasks with an Index less than 1 should not be ignored, but are unlikely to take precedence.
  • Each task is explained in greater detail below the graph.
Develop Disruptive Communications That Are Likely to Be Shared
 

Shared communications help to grow your reach so that you are able to get to more prospective customers and influencers.
However, a key part of having your communication shared is that the recommendation to consider the communication comes from someone in your network rather than the organisation that created the communication.
This makes people more likely to pay attention to the communication.

Disruption is key to understand why people share communications such as social media posts.
Remember that being disruptive may range across several points on the spectrum from being radically different, with a groundbreaking concept, to being slightly different, such as simply providing a form of amusement that is shareable.
The reason for distinguishing between the two is that groundbreaking concepts are hard to come by and implement.

Therefore you need to understand what level of disruption you will want to introduce and how often you will want to do it.
Do not be too scarce so you do not vanish from someone’s newsfeed!
Think about how you might tier your communications on the basis of level of disruption and the ease of creating this disruption.

Also consider how disruptive communications play a role in sheer ability and developing a brand Halo amongst people that may never be prospective customers.
This approach is common among luxury brands that want to create a level of desirability through being visible but unavailable to most consumers.

IN SUMMARY

Increase understanding
 

Fairly soon you will realise that you are either making sales, or not making sales for particular reasons that relate to understanding your product, service or brand.
Some messages may have got through easily while others may take more time to get across.

For instance, you may find that people say you are too expensive when not understanding all you have to offer.
Alternatively, they may be purchasing on the basis of benefits you do not offer and then post negative reviews.

You will need to address these issues so as to foster a better understanding of specific product, service or brand attributes.
You may also have to perform this exercise on this basis of specific segments that you are targeting.
Some segments may take longer to understand what you are trying to communicate.

Use this process to review how you communicate your value proposition in terms of it being easy to understand.
Also consider how to use different media channels to get a specific point across if prospective customers are having difficulty understanding your communications.
For instance, do you need a video to get your point across or does it require a detailed written explanation in the case of an industrial product?

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