#cornerstroke

…so do let me know what your great ideas are, and if – and how – you are inspired to communicate them in 2016.

With over 15 years of experience in delivering successful marketing communications in healthcare and pharma, as well as promoting internal corporate initiatives across both small and large organizations, I have learned a few things about how to tell people what they want or need to know – and maybe sell a few things along the way. Here are my top five tips on optimizing all your interactions with stakeholders, be they customers, shareholders or employees. Audience – who are you speaking to? Are you tailoring the content, tone and messages in your communications appropriately? Always bear in mind your audience when writing content. Imagine sitting in front of your intended audience and reading your words aloud. Are you having a dialogue without patronising or boring them? Messages – keep these simple, succinct and preferably single! Most marketing or corporate communications revolve around money as an indicator of success – how well we have performed, what we can do for you in your budget…If people want to know where the money goes or what it gets them, tell them and they will pay attention. Delivery – will your audience connect better with digital or print-based vehicles? Do you know if they can access websites, use mobile apps or QR codes, or log onto Facebook or Twitter to listen to what you have to say? Or do they only have time for a HTML email on their desktop or an A5 flyer on their desk? Be memorable and creative – it’s a noisy world in marketing communications and there’s a lot of competition for the attention of your client or employee. But you can be noticed by giving careful consideration to the branding and layout of your newsletter, website, poster or exhibition stand. Again, bear in mind your audience, and try to have some fun if you can! Create a dialogue – always include a call to action and facilitate feedback by including contact details – phone number, email, website or Twitter. If you can challenge your audience to respond or debate your content, you have already engaged them with your messages and services. So if you have anything to add, email me at [email protected], or find me on Twitter (@cornerstroke).

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