Communication is all about consistency

Website blog cartoon vertical

It’s fun to have a new toy for your business, and it can definitely feel like a win to finish a big project, like a website redesign. Knowing how you’re going to use a new tool – and how it’s going to work with your overall communications program – is half the battle. After all, what good is a new website if customers can’t find you or if your content is stagnant and stale? Communication is all about consistency, and that’s where we come in.

Want to reach your customers? You gotta run.

Every morning in Africa, a gazelle wakes up.
It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up.
It knows it must outrun the slowest gazelle or it will starve to death.
It doesn’t matter whether you are the lion or the gazelle.
When the sun comes up, you better start running.

African proverb

Getting your message out to your target audiences must be an important priority in your business. If you drag your heels reaching out to your clients and potential clients, you can bet your competitors are working to fill the void.

Why the urgency?

Because no one is holding their breath waiting to hear from you.

Important ideas have to be repeated  often

At Wellons Communications, we believe in the Rule of Seven: Seven impressions are required to effectively communicate an important thought or concept.Lion gazelle

The core message can be the same, but it needs to be conveyed at least seven times to break through the “white noise” of communications.

So how do you know when you have achieved the Rule of Seven?

Results.

Whatever metrics are important to you should either change (or remain the same) when your target audiences have absorbed your message.

What kinds of results? Sales should show positive results. Awareness should increase. Perception of your service or product should be aligned with how you want your product or service to be recognized. Customers and clients should be more attuned to what you are can do – and are doing – and why you are important to their welfare.

We get those results

Our organization conducts communications programs that strive for positive marketing results, not simply publicity or news coverage that puts you in front of your audience on a one-time basis.

The only reason you are in business, after all, is to sell something. And our job is to help you sell it.

We go about it from two vantage points:

1) Creating opportunities for you to tell your story and create awareness of the benefits of your product or service
2) Removing any barriers from your ability to reach your key audiences

We aggressively seek and capitalize on communications opportunities that can benefit you and obliterate any barriers (e.g. misconceptions, underutilization of available resources, competitive claims) that can stand in the way of your business.

So what’s stopping you?

One of the most common barriers to marketing success is getting timely approvals to launch messaging programs.

Plans can reside inboxes for weeks before reviewed and Okay-ed. Decisions on strategies and tactical programs can be pushed off until “we get it just right.”

Meanwhile, your competitors are running circles around you. They are getting closer to reaching seven points of contact with your target audiences before you.

Like the gazelle and the lion, you have to run fast

Today’s hyper-speed communications environment demands that you work fast.

Our team at Wellons Communications recognizes how important that is.

Like the gazelle and the lion, we run as fast as we can every single day and craft programs that our clients may have not yet considered.

Find out just how fast we can move. Give me a call at 407-339-0879 or email me at will@wellonscommunications.com to learn more about what we can do to help boost your marketing communications.

Say it again…and again…and again…

When you step back and examine what you say to potential customers, how consistent is your message?

Does your message say the same thing every time?

Or does it introduce a new thought to an audience that requires some time to absorb?

The wisdom of The Rule of Seven7

One of the tenants to which we adhere at Wellons Communication is The Rule of Seven.

The Rule of Seven says you need seven points of contact with your audience to convey your message.

Why does it take seven times to get your message across?

Because in today’s communications-centric world, people are overloaded with information. Emails, tweets, cable TV, apps, newspapers, and magazines…the list of the different media that impact consumers is long. The list of information they project on a daily basis is even longer.

Because there are so many messages impacting us daily, saying the same thing over and over again is critical to get one’s point across.

Fighting message fatigue

One of the characteristics aggressive marketers exhibit is that they are often the first to grow weary of message consistency. The general feeling often is “We’ve already told ‘em that,” followed by the launch of a new and different message.

The reality is that potential customers, as well as current customers, may not have seen your original communication — or are so busy dealing with their own business that your message has not had time to sink in.

We believe that consistency is key to effectively conveying whatever it is you want your audience to know about you. And that means sticking with a sound strategy and message without growing weary of saying it over and over again.

What’s the one thing you want your audience to know about you?

One of the benefits of stating — and repeating — your core message is that you take ownership of your communications.

That notion is comparable to the oft used “elevator speech” concept: if you have 30 seconds to tell your story, what would you say?

Drilling down to your core message, and re-stating it at every opportunity, helps you meet the Rule of Seven and reinforce the key principle that makes your business unique and even more importantly, valuable to your potential clients.

Fight the urge to keep changing the message

Marketers are smart people who have a lot of ideas and are eager to try them out to see if they can improve marketing results. That intelligence, however, can be a detriment if messages keep changing constantly.

Customers and potential customers don’t require a hit on the head to understand what you are saying. What they do require is seeing and hearing the same thing on a regular, consistent basis. It’s a philosophy that effective advertisers have used for more than a century and one that is adaptable, albeit in a different fashion, in publicity and public relations.

We encourage staying the course and communicating in a regular, organized, and consistent manner. It’s easier on your audiences to remember what you are saying and when they need you, easier to remember who to call.

If you are in need of well-crafted, effective communications that are results-oriented, call me at 407-339-0879 or email me at will@wellonscommunications.com.

Like the communications programs we advocate, we will consistently answer the call, always in the same fashion, and then look for new and innovative approaches that will help stretch your marketing dollar and improve results.

Say it with a smile: When humor works in communications

Take a look at almost every headline in today’s news. Terrorist attacks, investigations, tweetstorm responses – bad news (or the threat of bad news) is the subject of almost every headline.

In the midst of negativity, we at Wellons Communications have adopted an approach that positions our clients in a positive light and allows their message to battle its way though the clutter.

If you have already looked at the accompanying cartoon before you started reading, then you have personally experienced a strategic approach that is working wonders for our clients.WCCommunications

Our approach is humor. It’s an approach that gives your audience a time out – a reason to smile or laugh and break away from all the gloomy news that currently dominates the headlines.

Combine humor with visuals

Our use of humor is centered on a totally serious objective: conveying our client’s message in a way that allows that message to be noticed.

We strengthen our use of humor with eye-catching visuals.

We don’t always rely on the usual visuals like photos. Instead, we are frequently use cartoons to provide a unique point of view for our clients.

Each of the cartoons we produce is original and carefully prepared to serve as a platform for our client’s message.

The approach is affordable and in today’s grim-faced news environment, it is effective because humor contrasts to the negativity that seemingly dominates media attention.

Respect the power of cartoons to project a thought or message

Once you’ve looked at a well-crafted cartoon backed up by a clever caption, you can’t un-ring the bell. Your message has been projected in memorable fashion.

In an overloaded world of e-mails, Facebook postings and tweets, cartoons stand out. And that’s precisely why the cartoons we frequently use for our clients succeed.

Cartoons exemplify the creative approach we use for clients

The use of cartoon visuals and captions is not necessarily a new approach. However, in today’s overheated communications environment, it’s an approach that is, by its nature, different.

It’s a creative use of an old technique. And it is a technique that, when properly employed, stands apart from everything else.

If you are looking for affordable, creative, and effective communications programs that deliver results, give me a call at 407-339-0879 or email me at will@wellonscommunications.com.

I’ll respond at once (although not with a cartoon) with some preliminary thoughts that can kick-start or re-invigorate your marketing program. And that’s no laughing matter.

Social media delivers results

Social Media campaign blogMore than 80 percent of Americans have a social media presence. If you’re not using social media as part of your marketing strategy, you’re missing out.

Social media marketing can be extremely effective, and it doesn’t have to be confusing or expensive.

There are two main ways for you to use social media marketing effectively. First, there’s the organic reach.

Organic social media marketing is content you don’t pay for. If you’re in business, chances are you already do this or have at least thought about it. These posts are generally content-driven and help keep your customers up to date with company news. They can also further your company’s brand.

But because these posts are organic, they can easily get lost in the flood of things available on the internet to the point where your followers might not even see them.

Because of that, if you choose to go the organic route, it’s essential to develop a long-term plan for your posting. It’s also important to keep your audience in mind and create shareable content so you can reach new people.

Paid social media posts, however, can help you meet your goals faster. Through paid ads and boosted posts, you can target specific audiences and have a flexible budget. Money can go a long way on social media, because, according to Moz, the average cost is about $0.25 per 1,000 impressions.

To create a strong social media campaign, it’s important to take a few things into consideration.

  • Target the right audience. Paying for posts that are going to the wrong audience can deplete your budget quickly and deliver few results. Write your posts for the specific audience you want to reach and put some thought into who your ideal target is to create an effective audience.
  • Budget your campaigns. Learn from experience which posts generate more engagement and reach. See which posts have a higher relevancy in Facebook and which ones convert into paying customers. Tracking conversions over social media can be difficult, but, over time, trends may emerge.
  • Choose the right platform. Although 18- to 29-year-olds dominate social media sites, there’s a more even spread of generations on Facebook, according to Pew Research Center. Use the platform to your advantage. For example, if you have a visual product or experience you want to promote, Instagram may be the way to go.

At Wellons Communications, we have experience creating both organic and paid social media campaigns. From the beginning, we’ll customize a plan which can help your company gain new customers and grow the relationship with your current customers. Give us a call today at 407-339-0879 to see how we can help your business grow to its fullest potential.

Let’s be clear: Why clarity is essential in your communications

With a multitude of changes unfolding as 2017 moves forward, we are increasingly seeing what kind of turmoil can transpire if communications are not perfectly clear.Clarity Image

Ask yourself “How clear are the messages I am conveying to my clients, my associates, and my potential clients?”

Are your communications immediately understandable — or is your core message lost in a sea of techno-babble that few can understand?

Are your messages consistent? Are you saying the same thing, in the same way, every time you communicate your message?

Do your communications talk to your audiences…or at them?

Communications go well beyond what you may think

In business, communications start with the usual letters, memos and emails. But it also includes informative brochures, marketing and advertising materials, publicity and public relations information, websites, logos, and anything that represents or defines your product or service.

And that’s just a part of the communications process.

Business communication also includes tone and language and nonverbal behaviors. Timing, and the context that surrounds your message, can influence whether or not your audience will even see your message, let alone understand it. How you convey your message affects clarity.

Combine the complexities of communicating simply with the number of ways messages can launched — from Twitter to texting – and the importance of communicating clearly becomes even more magnified.

The seven C’s: an old idea that remains surprisingly up-to-date

At Wellons Communications, we adhere to the seven C’s, a notion originated by respected University of Wisconsin public relations academics Scott Cutlip and Allen Center in 1952. The seven C’s include:

  • Correct: From spelling and grammar to information, is it totally accurate?
  • Clear: Do you present one thought at a time?
  • Concrete: Do you say precisely what you mean?
  • Concise: Do you get to the point quickly?
  • Complete: Do you provide a means so your audience can reach you?
  • Consideration: Can everyone understand your messages?
  • Courteous: What is the tonality of your message?

Reminder: Communications are the bedrock of marketing

At Wellons Communications, we offer only one service: effective communications aimed at helping you sell products and services.

Yes, we dutifully subscribe to all the other esoteric qualities of public relations like brand reputation management, social and corporate responsibility, and organizational leadership.

But overarching those hard-to-measure intangibles is the need to generate sales. That’s where we aim 99 percent of our efforts.

We are either trying to increase sales or remove any barriers from making sales.

And that’s about as clear a message as we can impart.

If you want to learn more about how we can help you communicate – with an eye on positively impacting your marketing program, call me at 407-339-0879 or email me at will@wellonscommunications.com.

 

 

Make a realistic New Year’s resolution for your business

Around this time of the year, we are bombarded with reminders to prepare New Year’s resolutions.

Many of us dutifully scribble down five or six resolutions, and by Jan. 3, have already buried them among the papers on our desks and totally forgotten about them.

According to British psychologist, Richard Wiseman, more than 80 percent of New Year’s resolutions fail. Wiseman’s explanation is very practical. He points out that we have considerably more things to worry about than New Year’s resolutions.new-years-resolutions

For 2017, consider keeping it simple. Make only one New Year’s resolution.

While you are at it, redefine how you view your resolution. And stick with it.

If you define your New Year’s resolution as an objective, it takes on an entirely new meaning. All of a sudden, you have a tangible goal that, in the end, is measurable.

Our single New Year’s 2017 resolution is brutally honest

At Wellons Communications, our only resolution is focused on where it counts: our clients. Our resolution is:

Generate measurable results for our clients.

Results are the only reason our clients retain us.

Our clients expect results. It is our job to deliver them.

That meshes with our sincere belief that our clients come first. Without clients, we do not exist. And without results, we do not have clients.

We strive to not only produce results, but quantifiable results. It’s one thing to generate positive noise about products and services. But we want that noise to work. And measurement is how we know that the results are working.

We aim is to generate results to either sell things or create an environment where it easier for our clients to sell things.

Whether it’s widgets or something more abstract, like ideas, notions, and concepts, selling things is, in fact, the only reason any of us are in business.

Best wishes for a successful 2017

With that underlying philosophy, our resolution makes sense (at least to us…and probably you, too).

However, wishing for success or even jotting down a New Year’s resolution is not going to help you sell more.

Successful selling requires recognition of consumer needs and wants, a carefully thought out plan, sufficient budget, and resources that will help you execute your plan.

And when it comes to the right resources, think of Wellons Communications. Because we have the same objective you do: create success through increasing sales.

Now that 2017 is near, find out more about what we can bring to the table. Pick up the phone and call me at 407-339-0879 or email me at will@wellonscommunications.com and ask “How can you help us improve our business in the upcoming year?”

Happy New Year and best wishes for a prosperous 2017.

Are you asking yourself “What changes do I need to make for 2017?”

With 2016 rapidly running out of days, it’s that time of year when one starts asking “How well is my business doing?” and “What kinds of changes should I be considering?”nov-18-change

You may want to start by asking yourself these tough questions:

• Am I retaining my customer base?
• Am I attracting new business?
• What customers have I lost? Why?
• Am I meeting my financial goals? Why? Or why not?
What do I need to change for 2017?

Take a close look at that last question—and consider what kinds of changes you might need to make.

If you don’t think you need to change anything, think again. Jack Welch, recognized as one of America’s great businessmen, espoused the notion “You have to change, preferably before you have to.”

You have to change to keep up with the changes.

Nothing in business remains static. New products come. Old products go. New attitudes emerge. Old beliefs drop by the wayside.

Even if you believe everything is going great and you don’t need to change anything, consider this: changes outside of your business will necessitate that you make changes to adjust to an ever-changing business environment.

Need some examples? Ask companies like Kodak, Sears, Blockbuster, Pan-Am, and Borders how they fared when they failed to adjust to changing business environments.

Start change by examining your communications strategy.

Change can begin with something as simple as auditing your communications strategy. Ask, and answer, questions like:

• Is my message still relevant to my target audience?
• Am I using the right tools to reach my target audience?
• How does my target audience perceive my message?
• Am I reaching the correct target audience?
• How has my audience changed?

While you are revising your communications strategy, ask yourself one more important question:

Am I using the correct resources to craft and implement my overall communications approach?

That’s where we can help. We provide an objective and fresh look at how and what you are communicating and how it might need to change.

Our approach: We don’t just look for changes. We look for opportunities.

Our firm lives in a communications-centric world, and we know and understand how to create strategies and execute tactical programs that use the right message to reach the right audience at the right time. We know how to change your communications approach to make a meaningful, positive change in the upcoming year.

Before 2016 runs out, call me at 407-339-0879 or email me at will@wellonscommunications.com. Talk with me about taking a look at your communications approach and how we might be able to help you change for the better.

Using consistency to break through to your target audiences

When you communicate what you do and how you do it, how consistent is your messaging?

When you describe your business – and the benefits you provide your customers – do you say the same thing every time? Is your message loud and clear? Is what you say understandable at a glance?

The competition for attention

Pause for a moment and think, “What do I really remember from everything I have seen this morning?”megaphone-150254_1280

In all likelihood, what you recall is a jumble of images, headlines, and thoughts.

That’s because from the moment you wake up to the time you go to bed, you (and everyone else) are subjected to a never-ending barrage of emails, telephone calls, tweets, news reports, commercials, ads and face-to-face communications.

It’s easy to fall into the trap of aiming and distributing your message toward your target audience without the context of what surrounds your message.

The fact is that your message – what you say about yourself and your product or service – competes with everything else in the world, not just within a bracketed marketing segment.

The value of staying on message

We encourage simplicity in communications. And one manifestation of simplicity is remaining consistent.

We believe that you need to say the same thing over and over to gain attention and be understood. Simplicity helps to cut through the clutter. And consistency helps to make your message understandable.

What needs to be consistent in communications?

Everything.

What you say. How you say it. How you visualize it. When you time your communications. Where you place your message. How you place your message. What materials you employ to project your message.

Won’t my target audiences get tired of “same old, same old?”

You may get tired of saying the same thing over and over again, but you can bet that your target audiences will not. In a kaleidoscopic world in which communications overload has fragmented attention spans, your message, delivered consistently and in an easy to understand format, will seem like an old friend; comforting, reliable, and approachable.

We subscribe to the notion of establishing a unique “voice.” Once you establish it, keep using the same voice. Your customers will come to expect a consistent voice in every marketing communication piece you deliver.  And when you achieve that kind of relationship with your customer, you have successfully crossed that bridge that separates “noise” from effective communications.

So how do I develop a consistent and effective messaging?

That’s where Wellons Communications comes into the picture.

We provide an independent, marketing-minded point of view that examines and analyzes what you are currently communicating and provides candid, forthright feedback that positively identifies opportunities.

Allow Wellons Communications to respond with simple, consistent and affordable solutions that will help you cut through all the noise and positively impact sales.

In the spirit of simplicity and consistency, all you have to do is give me a call at 407-339-0879 or email me at will@wellonscommunications.com.

The Wrong PR Move: Beyonce’s “Beyhive” Upset at her GMA Announcement

Recently, Beyoncé appeared on a very-much hyped segment of Good Morning America. Promos of the appearance emphasized her message’s importance to fans and that they were going to “love it”. Many fans thought Beyoncé was going to announce tour dates, a new pregnancy, or something show-stopping.

 

Instead, fans were disappointed to hear that her announcement was about her vegan diet she adopted four months ago and about her new 22 Days Nutritional Plan.

 

Some fans were outraged and took to social media outlets like Twitter to vent their opinions on her announcement.

Bad Twitter responses to Beyonce GMA announcement .

 

Some blame Beyoncé for all the buildup for such an anticlimactic message, while others blame GMA for their promos due to the fact that they knew what she would be announcing but decided to over-sell her message. Could all the fault be put on GMA? Or could the Beyoncé camp be part to blame? Without a  doubt, her message brought plenty of awareness to the vegan lifestyle as a whole, making her vegan fans happy, but it also brought media attention to her new plant-based 22 Days Nutrition Plan she, her husband Jay-Z and her trainer Marco Borges teamed up to create.

 

Beyonce and Jay-Z 22 day nutrition program plant-based diet

Beyonce and Jay-Z take part in 22 day nutrition program. Image via www.22daysnutrition.com.

 

The announcement was more than likely supposed to spear-head a movement amongst her massive number of fans to embrace her nutritional plan, but instead it seems to have backfired. While some fans may indeed choose to follow in her footsteps, many other fans are outraged and feel as though Beyoncé has somewhat tricked them.

Could this hurt Beyoncé musical career? Could this become a great tool to organize a nation-wide vegan movement? Or could this end up being a small footnote in music history and soon to be forgotten? We’ll have to wait it out and see how things unfold in the coming weeks and months.