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Feb 08 2016

Bridge Building 101

Sheralyn

Using bridges as an analogy for great communication is a pretty common theme for me and I believe it’s a message that occasionally bears repeating. Great communication is about building bridges between people.  Like a bridge that facilitates transportation between two geographical points, a communications bridge acts as your platform to transmit information. It requires a solid foundation, pillars of support and the actual bridge span that connects the two. The definition of communication is this: “The development of skills in three critical areas: Listening, Language and Writing.” Think of these three skills as your pillars, foundation and bridge span. Communication is about sending a message and ensuring that message is both received AND understood. When communication fails, it’s because the bridge was left unfinished or because it crumbled, not having been built on a solid enough foundation.

The bridge could be your website, a blog, a video about your business, perhaps it’s a sales call to discuss your product or it takes place while you’re conducting a seminar in front of an audience. Whatever your “bridge” it is based on the premise of creating a two-way flow of information. (It’s important to note however, even a one – lane bridge allows traffic to flow in both directions, we just have to take turns! Wouldn’t the world be a better place if we did?)

Here are a few simple tips on how to build a better bridge to your customers:

  • Keep your communication clear and concise. State your position (just the facts) using language that is precise and carefully chosen.
  • Avoid over reliance on industry specific jargon – not every one “gets” it.
  • Avoid excessive and unnecessary elaboration. Say more, with less.
  • Ensure understanding by soliciting feedback.
  • Encourage two-way dialogue by asking questions.
  • When creating content for your website follow the techniques we have blogged about before: Treat web content like it was a Resume and answer the basic “Who, What, Where, Why and How questions.
  • If you have a contact button on your website – RESPOND when people use it! Encourage the conversation. If you put a tollgate on your bridge, make sure it’s staffed otherwise no one is getting across and not answering a customer query means a lost business opportunity.

 

If communication is further defined as the ability to “express or exchange information” what else can you do in your business to ensure that exchange takes place? I would argue that listening is the single most important pillar of the communications bridge. In any relationship, business or personal, listening to the other person helps them to feel valued, that their opinion matters or that there concern has been addressed. By listening, I am referring to “listening to hear,” (to understand) not “listening to respond” (planning your comeback.) Listen to what your customer is asking for rather than trying to sell what you think he needs.

Just like a poorly built bridge, the stakes are high and the consequences long term.  Perhaps you read about the recent collapse of the Nipigon River Bridge, severing the Trans-Canada Highway, the only road linking Eastern and Western Canada. It’s not only an enormous and costly mistake for the bridge builders but has long term consequences for any business attempting to transport goods and services to its customers along this corridor. Similarly, what are some of the consequences of poor communications for your business?

  • Misunderstandings
  • Lost business opportunities
  • Angry employees or customers
  • Poor sales
  • Potential legal ramifications
  • Long-term damage to your reputation

You may have heard the old saying; “If it’s worth saying, say it right the first time!” or my personal motto “Say only what matters because it matters what you say!” Either promotes the same message – good communication needs a solid base to “bridge” the gap between your customer and your business, between fostering good relationships and repairing bad. Communications is a bridge that runs both ways and if it doesn’t, it leads to nowhere.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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Written by Dwania Peele · Categorized: Sheralyn Roman · Tagged: angry employees, blog, bridge building, build bridges, building relationships, business, business opportunities, Canadian Small Business Women, communication, content, exchange information, language, listening, message, misunderstanding, poor sales, Sheralyn Roman, transportation, Video, website, writing, Writing Right For You

Sep 11 2015

9 Tips For Writing a Better Media Release

CHuntly

While media relations is only one part of your overall PR campaign, being able to write a great media release (also known as Press Release) can make or break the success of your outreach. There is a lot of a competition out there and your release has to be relevant and timely. Done well, it can be a great way of getting information to media outlets about your announcement.

Here are a few tips to consider when writing your upcoming media release:

  1. Develop strong messaging

This means writing down all of the most defining points about your brand, organization, and announcement. You have to be able to identify which are the most important and which are the least important so you know which information to include in the media release.

  1. Find a relevant hook

The hook is meant to capture interest – it’s what makes your announcement unique. Just because something is happening with you doesn’t mean it’s going to mean anything to anyone else. You have to make the story interesting to a wide range of people (especially your target audience). You could include statistical research on a topic that people want to hear about or even a human interest aspect to the story. For example, you could be partnering up with a charity or community group.

  1. Use a killer headline

Put yourself in the mindset of a journalist and develop a headline that could work as a great news article headline. Keep it short and attention-grabbing. You want people to read beyond the headline.

  1. Get to the point

This is the most important aspect of your content and you shouldn’t wait to get it out. By the end of the first paragraph who, what, when, where, why, and how should be answered. Any more than this is just fluff, any less and you haven’t included enough information. The rest of the release is there as supporting information.

  1. Include an enticing quote

You should have a spokesperson that is ready to speak to the media should they call. The media often use quotes when they are covering a story and if you give them a great quote as part of your release it makes it easier for them. This means your quote should use some of your key messages and they should not be background or what I like to call “fluff” information.

  1. Keep it short

A media release should be easy to read and quick. Media outlets often get hundreds of releases daily, so you need to make it easy for them to get through yours. If you can keep it to one page that’s best.

  1. Revise, revise, revise

You should never send out a release without reviewing it first. Make sure you have no spelling or grammar errors and that the flow of the release makes sense. Any time you can get someone else to review the content for you is even better!

  1. Include contact information

Make sure the media has some way to reach you. It’s best to include more than one way for them to get a hold of you. Include the name of the contact person and their phone number and email.

  1. Watch your tone

This isn’t a marketing sales piece, so avoid the hype and jargon you would include when selling your products and services. Write in the present tense and focus on the facts of the story you are telling rather than a sales pitch.

Still have questions about your media release? Don’t be afraid to give me a call!

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making it unique to you.

Connect with Candace

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Written by Dwania Peele · Categorized: Candace Huntly · Tagged: 5 w's, brand, Canadace Huntly, contact information, fluff, grammar errors, headline, Journalist, keep it short, media relations, media release, message, organization, PR Campaign, Press Release, quote, relevant hook, revise, Songbird Marketing Communications, spelling errors, tone, what, when, where, WHO, Why

Sep 07 2015

The “K.I.S.S.” Principle – Only Nicer!

Sheralyn

Keep it short and simple.  Being in the business of communication, I often suggest my clients keep their message short.  Use tight, clear and effective language that promotes their business concisely. The way I tell it, the “K.I.S.S.” principle takes on a slightly revised, definitely more polite, meaning.  The guiding principle when describing your product or service must be “Keep it Short and Simple.”

I’m sometimes guilty of not adhering to my own rules and have certainly posted a blog or two that was just a bit too long. (OK, maybe even a 100 words too long…I love to talk!)  For my clients however, I know how imperative it is to keep the chit- chat down to a minimum.  So, whether you employ a third party or do the work yourself – this revised K.I.S.S. principle should be paramount. What this means however is that you MUST pay particular and close attention to the use of every single word chosen. Choose the BEST word for the job. You don’t need to use plenty of words to say plenty. You just need to be choosy. Remember also you should choose words that are dictionary friendly and not necessarily those you think are part of the “common” vernacular.  Your opinion of “common” may reflect regional or cultural choices that aren’t actually understood by many in your intended audience.

How do you do this? Employ the services of a thesaurus if you need assistance. Consider what your business is really all about and then think about how you could distill that essence down to just ten simple words. Yes, ten. It’s the best way to truly drill down to your core business service and then build your sentence or promotional message around those ten words. We’ve said it before, here it is again: say only what matters because it matters what you say. Keep it short, snappy and simple.

If you’re thinking “No way can I get my message across in only ten words,” try first eliminating superlatives. Often they are used excessively.  Next, ask yourself these questions: “What do I do, Who do I do it for and Why do I do it?” That should help you achieve some clarity and once you do, you can easily condense even further. Apply these principles to create your own K.I.S.S. message: Clear, concise and condensed, choosing only the best words for the job. Keep it short and simple.  It’s “K.I.S.S. – refined!

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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Written by Dwania Peele · Categorized: Sheralyn Roman · Tagged: business, Canadian Small Business Women, clear, clients, communication, dictionary friendly, effective, entrepreneur, K.I.S.S., keep it short and simple, message, Sheralyn Roman, thesaurus, tight, vernacular, word, Writing Right For You

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