Introduction

Customer communication is a key element in the execution of a marketing plan. Most marketing efforts fail due to poorly executed messaging. To overcome this, ensure you have developed a creative brief for your marketing activities.

Customer Messaging

Your customer messaging needs to be designed on 2 Parameters

SOCO - Single Overriding Communication Objective

The most important thing to communicate is your message.

SOCA - Single Overriding Communication Avoidance

The one thing that needs to be avoided at all costs is your message. It can be a weakness or problem or any liability

Your key message should revolve around SOCO and aim to bring all responses to this key objective.

Marketing Owl

For words to have meaning, one must be able to defend them. Repetition should be avoided, and sentences should be concise and clear.

Attributes

Describe yourself with impactful words. Pick adjectives that showcase your strengths and are memorable.

In Action

• Give priority to what you want to communicate externally.

Iteratively define your company’s marketing strategy, as it is unique to each business and no universal guidelines exist.