Optimise your next piece of communication to meet your goals
Start with your business plan
‘Dream big’, turn the dream into a vision, the vision into SMART goals, the goals into strategies and actions. That’s how business planning goes, right? Plus some research and analysis to help decide what the priorities should be.
Not many of us do it well, but it does show how to move from the big picture, to what’s important today (versus what’s ‘urgent’). Writing it down gives something to measure against in the future, and to share with others. Starting with the end outcome in mind, means you know where you’re going.
Persuasive Communication – It’s role in achieving your strategy
Communication will without doubt, form a big part of implementing the goals strategies and actions. The goals will categories into the fields of:
- marketing/ sales
- leadership, so…
- Marketing is all about communicating your unique offer with prospective customers
- Operations, requires systems to be documented and taught to staff and contractors who use them
- With finance it’s important for staff to understand how their actions contribute to the bottom line
- Leadership is all about recruiting (describing the position), motivating (sharing purpose, vision, culture and values) and engaging with staff or suppliers.
So identifying your most important communications challenges should be integral to your business planning. Once you have some specific goals which define the outcomes to achieve, implementation comes more easily. What to communicate, who to communicate to, and how to communicate will flow from each goal.
A clear operational goal for a warehouse might be: “to reduce damaged goods due to poor stacking on pallets by casual staff”. The strategy may be to induct and train casual staff better. The target audience is obviously casual staff starting work, the method could be to make sure new casual staff read a manual, provide training by a supervisor or make them watch a video.
A sound strategy is most important for marketing content. It will address who the target audience is and how you will get the content, such as videos, in front of them. For example, should the videos be on your website, on a screen in your foyer, shown at presentations, will an Adwords campaign push them out to suspects? How will you measure performance? Same questions as for any marketing campaign.
Clips That Sell recently made this for renowned Melbourne photographer, Rob Anderson. It simply profiles him and his studio, helping create a brand personality.
Sometimes your goal might be to attract the right kind of customers, to save time responding to those you can’t help.
McDonalds, the fast food chain, is the recognised master of systems. To cook their fries (which are automatically timed anyway) they will provide class room training, a manual, a video and supervised practice. Probably refresher podcasts too, in case you forget!
At Clips That Sell
Understanding your communication goals is the key to you being delighted with the final video outcome. At our first meeting, it’s imperative to understand why you want to make a video, who you’re talking to, what you want to say, and how. How much is it worth investing in superior production values (better actors, multiple locations, hiring equipment). Whether a video is your best option, will depend on your goal, audience and resources. If we’re not sure video will be the most effective solution, we’ll be the first to say.
So what are your biggest communication challenges?
By Keith Rhodes. Director, Clips That Sell. A video production company in Melbourne.