All of us wrangle ‘information overload’ but that’s not exactly what I had in mind. I was struck by a story I read this week over at Linked In’s Best Advice column, written by Jon Whitmore, CEO of ACT:
In this tale of a young dean in the mid 90’s, Jon relates this good advice he got from a seasoned mentor.
This simple advice led him from his sense of overwhelm, to graph paper, and hopefully quickly to a spreadsheet, in order to map the relationships he needed to maintain, and the channels he had available to reach them.
The secret is to take ‘Too Much’ and turn it into ‘Good’: timely, intriguing, meaningful and in the right place.
TIMELY: Catch your audience when they are receptive, and when they can make the most use of the information.
INTRIGUING: Noticeable amid all the competition, well written and well designed.
MEANINGFUL: Inspires, solves a problem, creates good will, connects ideas or people in a new way, calls the reader to action.
OPTIMUM CHANNEL: Delivered via the right platform, vehicle, media, or network, and combination there of.
I’m reaching for my mental graph paper! You can see why a coordinated strategy is necessary; in order to consistently hit the right notes, there has to be a good plan.
I’ll have more to say about how to reach our audience in the weeks to come, and I’d love to hear your ideas about how you develop and refine your communications strategy. Please, chime in!