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  • Writer's pictureJane Ducarreaux


Updated: Feb 7, 2019

When times get difficult, the first business activity to suffer a budget cut, or in some cases a complete cut, is often communication; any type of marketing, advertising or promotion that ensures you have a highly visible presence with your target audiences. While it might deliver a quick win, the longer-term result can create your own downfall: clients and potential clients fail to hear from you or see you, they believe your business may be in trouble, they don’t call, and guess what? You run the risk of going out of business…

Maximise the value of your communication

With slightly fewer dark clouds on the horizon, many individuals and businesses will be looking to the New Year with renewed confidence and potentially renewed interest in what you have to sell. So how can you be sure that they’ll choose your business? And how will you get your communications back up to speed, or even started, without breaking the bank?

For many the answer may simply be a reactivation of a plan they have mothballed – although in light of the changed business environment a review is always wise. For others, it may require a complete communication re-start. Whichever category you fall into, here are some top tips to help you get the most out of your communication spend.

Remember the 7 ‘P’s. The Army has a great phrase: “Proper planning and preparation prevents p*** poor performance.”  Blunt, but to the point. Know exactly what it is you are trying to achieve and stay focused.

Be clear about your messages and your target audiences. Know what you are trying to say. Know who you are trying to say it to – and then ensure your communication is direct, appropriate to each audience and has a clear call to action.

Harness your skills. We can’t all be designers, writers, photographers, strategists. Success lies in playing to your strengths. The most effective use of your time may be to discuss what you want with an outside resource and use their experience to come up with a plan and, if necessary, implement it for you.

Be budget conscious and budget realistic. If you don’t have the budget of Apple, don’t expect to have communications that look and feel like Apple. Be realistic about what your business is and what you want to convey, and allocate a considered budget to fund any activities.

Commit to regular high quality communication. Make your money work for you. Smaller scale but regular communication is often is much more effective than one-off ad hoc communications.

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