Two things I’m pretty passionate about in life are Wine and Communication!
So I thought I’d see if I could combine those two passions into one useful post, that also might teach you a bit about how to plan a communication.
Then maybe you can reward yourself with a glass of wine, once you’ve implemented this process.
I talk a lot about the 6 fundamentals of communication.
These are the key things you need to have thought about and planned before you communicate.
I’ve used this framework and taught this stuff in some big multi-million pound businesses as well as helped small businesses apply it.
The 6 things are
I’ll do a quick run through, and then we can get to the wine 😉
First things first, make sure you have thought about what the purpose of the communication is.
It seems like common sense, I know, but it just helps to use these as a check list before you go out and share something with the world, or indeed your tiny niche.
What are you hoping to achieve?
Are you looking to create awareness about something or looking for people to take action?
What is the purpose?
2.What are the outcomes you are looking for?
What do you want people to think, feel, say and do as a result of the communication?
Just take a moment to write down
- I would like people to think…
- I would like them to feel
- I would like them to say this about it
- This is what I want them to do
So already your communication is more focused and more likely to achieve its purpose.
Who are you trying to communicate with?
Have you worked out who your ideal client or customer is?
Is that who you are talking to in this communication?
It’s best to keep your message as specific and targeted to that audience as possible, so it’s relevant to them and they connect with it.
Once you know who you are trying to connect with, you can then go on to think about your message and how you are going to deliver it.
What is the message you are trying to get across?
Take a look at step 2, your outcomes.
What you want people to think, feel, say and do should guide what you need to say in your message.
Think about what’s in it for them? Why should they care?
If you are struggling with identifying your ideal client or messaging you might want to take a look at my toolkits and learning programmes – www.startingconversations.co.uk/start-learning
5. Channel – how are you going to deliver your message to reach your audience?
- Who are they?
- Where do they hang-out online and offline?
You need to get your message where they are.
Is a targeted facebook advert going to reach them or do you have an email list you can write to?
Are they an avid reader of a specific publication?
Are they a member of a group or club you can go and speak to?
When you’ve thought about the best way to reach them, go back to your message and check that you can make your message work for that channel.
What do I mean by that?
You need to make sure your message is appropriate and suits the style of the channel. You wouldn’t put a full written speech in a facebook advert for example, but it might be what you deliver to that community group you’ve been asked to speak at.
Horses for courses.
How are you going to be able to measure the effectiveness of your communication?
Think about how you can work out if it’s been successful so you can either repeat or improve.
Will you know by sales, by shares, by hits, by attendance?
Think about how you’ll know if the communication has achieved its purpose and outcomes.
Let me try to demonstrate this very crudely with my other love, Wine!
(This is a completely fictional example by the way!)
You want to drive more sales of wine. You have a deal running on Villa Maria. (Yum).
It’s only on sale at £7 per bottle until Friday. (That’s tomorrow!)
Essentially you want people to go online and purchase Villa Maria at that price while they can.
Your target is to sell your last 60 cases.
You also want to come across as a likeable brand that is thinking of its customers.
Outcomes: Put yourself in your customers’ shoes and try to imagine what you want them to
Think | Feel | Say | Do
Think – Oh my goodness, Villa Maria at £7, that’s a good price, I’d save myself a ton of money if I bought it before it went back up to a tenner. It’s so delicious and refreshing, and I deserve it! *Mmmnn wine*
Feel – I really love a bargain, and I really love Villa Maria, this is a no-brainer. I want to buy some! I feel like a glass of delicious wine…. And at that price, guilt free!
Say – Hey (mum / sister / friend) did you know that Wine Shop have an amazing deal on Villa Maria at the moment? It’s only on until tomorrow though so if you want to get some you better do it today. I’ll share the post on facebook / I’ll email you the link
Do – *types www. wineshop* “2 cases of Villa Maria please, express delivery!” CLICK & PAY
Wineshop know that their typical buyer of Villa Maria is a 30-45 year old female.
They know she buys online more than she comes into the shop.
She loves wine.
She loves saving money.
She works hard, and likes to reward herself at the end of the day with a lovely cool, refreshing glass of Sauvignon Blanc.
In fact, wineshop are lucky enough to have built a list of all the Villa Maria buyers.
They know exactly who their customers are.
<Villa Maria SPECIAL DEAL £7 TODAY ONLY>
Hard week at work? Treat yourself to a refreshing glass of Villa Maria this Friday, guilt free.
Why? Because you deserve it?
Of course you do, but also you can save 30% on a bottle if you buy today with express delivery.
It’s just £7 a bottle.
You’re practically saving money 😉
And what’s more, we’ll deliver it to your door.
Tell your friends, they’ll love you for it.
Share this Post
Get it while stocks last.
Follow [this link] to wineshop to get yours now with EXCLUSIVE next day delivery.
Ok, this is a crude example, but do you get the point?
And you can see how the messaging links with the Think, feel, say, do…
You could picture this as a targeted facebook video post to your ideal demographic or a facebook carousel ad.
And you could email your known Villa Maria buyers.
Your ultimate measure is the sales, did you sell those 60 cases?
But also make sure you look at how effective the communication was in driving those sales.
How many people clicked on it?
How many shares did it get?
You get the picture.
Measure and improve. That’s what you need to keep doing.
Then start the cycle again.
The beauty of these 6 fundamentals is that they basically help you create your Communications strategy and plan.
They force you to think about the communication strategically, so that it will actually deliver your desired result.
Now, having learnt all that, is it time for a glass of well deserved wine?
Come join our community in the Business Owners Conversation Club on Facebook.
I’m Lucy. I help small business owners learn how to communicate clearly about their business so that people understand what they do, why they do it and why customers should choose them.
I help you get that absolute clarity on what you’re all about, craft that message and then use it to attract clients and grow your business.
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