Business Communications
Do well-written articles, press releases, newsletters, websites, books, blogs and e-letters play an important role in 21st century business? Absolutely. Good business writing (a.k.a. “content”) is more vital to organizational and sales success than ever before.
Indeed, content is king if you want to capture, hold and persuade an audience online.
But this is nothing new. Getting to the point fast, with meaningful information for the right people, probably played a Darwinian role with early humans. When Og managed to say “the tiger is hiding behind that tree,” he held influence with whomever was listening. And they lived to see another day.
Human communication has since evolved considerably, but the principle of targeted, efficient communication is only growing in importance. Businesses want to survive and thrive, as did Og & Company.
Communications Strategy + Content: Connect with the Audience
Russ can help you with your business writing and communications strategies. He has been working in one form or another of business communications since 1981. That’s not quite as far back as Og’s time, just enough to know how to effectively communicate.
It starts with strategy. Study the audience – their data if you have it, general observations and assumptions if you don’t – and figure out what motivates them. David Meerman Scott, in his seminal “The New Rules of Marketing & PR,” talks about buyer persona profiles, a detailed description of who the audience(s) is (are), what they have, what they want – and what they don’t know yet. You’re golden when you know them so well you can think and talk like them – and have the information or product that gets them to where they want to go.
To survive and thrive, most businesses have to reach multiple buyer personas. Fortunately, digital communications makes it ever more possible to talk to all of them effectively. Your business writer has to be able to get inside the head of each audience persona.
And, it’s about being a good interviewer. Whether it’s a time-pressed engineer, focused CEO, wary franchisee or shy employee, the business communicator who knows how to extract the human perspective will make the communication all the more meaningful and accurate.
Contact Russ (RussKlettke@gmail.com; 773-561-1061) to learn more about the successful communications programs he has created for the following companies:
Ajinomoto
Ameritech SBC
Andersen Consulting (Accenture)
APAC Customer Services
BG+H/American Builders Quarterly
Bunge Foods Group
Burson-Marsteller
CashNetUSA.com
CCIM Institute (Certified Commercial Investment Member)
Demand Media/LiveStrong.com (Lance Armstrong project)
EZLoanLookup.com
EZStreet
Giant Bicycles
Golin/Harris Communications
HairLoss.com
Harris Bank
HomeAnatomy.com
Home Products International
Karen Novick Public Relations
National Restaurant Association
National Society of Genetic Counselors
Northwestern Mutual Financial Services
Magnani Continuum Marketing
McDonald’s Corporation
Miller Brewing Company
The NutraSweet Company
Prevent Blindness America
Secure-i HVR
Silliker Laboratories
SkySite Property
SmartBriefs.com
Tenneco Automotive
Trane
USG