The ultimate in marketing communications: Your company spends its communication energy talking about its customers, not about itself. And, your company never has to brag about itself, because your customers praise you plenty.
Think about that: You talk about your customers, and your customers talk about you. What a goal to strive for.
Have a look at today’s newsletter, “Ultimate Copywriting,” for some ideas on how to make this happen.
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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In fact, folks, you could use the idea at personal level, too. What’s your personal IMPACT SCORECARD? How are your stakeholders impacted by your “products,” that is, contributions? Hopefully, my Impact Scorecard at http://www.pradeephenry.com/impact.html illustrates Steve’s advice at the personal level.
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