A common mistake in business communication is being more concerned with expressing what you want to say rather than what your audience cares about and needs to know.
We live in a complex media world today where it’s possible to share valuable information from one to many in a split second and to make vast amounts of fact, figures, testimonials and other data easily accessible.
There are no shortcuts to effective marketing.
The concept of integrated marketing communication prevalent today is simple in theory, more complicated to achieve in actual practice.
It’s never enough to just present information to your audience.
Effective marketing is about relationship building that not only lets the audience know what you want them to think, feel or do but also lets them know “what’s in it for them”.