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A word is worth a thousand pictures.
Marketing communications is first and foremost about communications, not marketing. It is the business of connecting what I want to say with what you want to hear. Many of us (quite naturally) get caught up in what we want to say at the expense of understanding what our audience wants to hear.
One of the reasons we are valued by our clients is our ability to help them focus on their customers. Let's first understand what they want, then we can begin the process of marketing our services to the customers' wants.
Everything hinges on these first steps. Language – or messaging – comes first. The rest of the process – selecting the communications vehicles (Web, direct mail, advertising), creating the designs to support the messaging – is much more straightforward because we will have established our strategy and themes. |
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