Grab 'em by the throat by listening first
If you’re like most business communicators, you are sending too many messages, you’re saying the wrong things and you’re reaching the wrong people. Too many companies confuse dissemination with communication. They crank out a steady stream of words and images, but are deaf and blind to the impact they are having. And their brands suffer as a result of the directionless, emotionless dreck that comes from their keyboards. Some technology companies have been the worst offenders. Certain that quickly establishing brand presence and market domination depends on rapid-fire message delivery, some have succeeded in generating awareness, but few ever have built brand equity. Ironically, that case was made in a television commercial for Iwon.com. It's the Web portal that gives a daily, weekly and monthly prize to users. The TV spot featured a Web surfer who sarcastically claims he would turn away …