The three questions a prospective client is thinking (if not asking) are: Who are you? What do you want? What’s in it for me? The last one’s the kicker.
World Learning is a respected non-profit that has, for decades, coordinated international exchanges and educational programs for students and entrepreneurs around the world. They asked me to write a series of articles, like the one here, to promote the benefits of these exchanges to Americans. From economic growth and business partnerships to cultural understanding, citizen diplomacy and lasting friendships –participating communities like Cleveland, Detroit, Seattle, and Tulsa are becoming welcoming centers of opportunity.
I’ve been thinking about writing a column on this subject for a long time. Then I saw that Frank Bruni of the Times beat me to it, and did so beautifully. I couldn’t have said it better myself, so I won’t try.
Whether you’re putting together a website, a social media campaign or any kind of corporate/marketing communication program, you often tend to focus on the product, service or idea you’re promoting. It’s understandable. But your communications effort is NOT primarily about you, it’s about your audience and their needs. Not your product but their problem.
The average office worker receives around 80 emails each day, and I’m sure many of you receive more than that. With so much to wade through, your audience – whether it’s one colleague or a slew of potential customers – needs you to get to the point and be immediately relevant. Here are some tips to help:
You and your business need content. Not just words and explanations but clear, useful, compelling and persuasive content that powerfully separates you from the competition and the clutter. Now that we’re closing in on the busy fall period, how do you find a great writer who can consistently provide the goods?