The 6 criteria of outstanding communication

Communication is important. That we can all agree on. After all, it is your name, your face and your message to the world. But how do you get it right in this fast-paced, ever-evolving world? Does it feel like you’re trying to hit a moving target? Don’t fret. These 6 criteria of outstanding communication will keep you on track.


The 6 criteria of outstanding communication:

1. Be effective

We know. There are so many cool and fun communication tools and technologies out there. And it is so easy to get caught up in the excitement. But how do your communication messages and media contribute to your business goals? Asking yourself that question is half the battle. Often, the least “sexy” media are the most effective. So keep your eye on the prize.


2. Be efficient

Oh, all the fun things we could do. The possibilities are endless. Unfortunately, your budget isn’t. So does that video need to be shot on location with actors or will an animation do? Do you need 2,000 copies of a brochure that will be updated next month? Efficiency always factors in. A communication professional’s job is to allocate resources wisely.


3. Be relevant

Your inundated buyer has the power to ignore or delete your message. The passive audience is long gone. To get noticed and resonate, you must be relevant to their needs, challenges and goals. Knowing your audience and tailoring your message to them is an absolute requirement.


4. Be consistent

Mixed messages don’t work, they never have. Your messages and visual identity must be consistent to leave the intended, powerful and lasting impression. This means that internal disagreements or different ways of working never make it outside. It also means doing things differently should be a deliberate, careful choice and a commitment for the future.


5. Be authentic

Today’s audiences can spot fake a mile away. We have all grown up with marketing communication. It surrounds us from the moment we wake up until we put our cell phone down for the night. The result: more than one generation of smart, savvy buyers. In a world full of fake smiles and unrealistic perfection, authenticity convinces.


6. And stand out!

You need to stand out from the crowd to get noticed. No, you don’t have to be the loudest or the most outrageous. There are many ways to distinguish yourself. Just find your own voice. And choose and stick with an identity that is honestly distinctive.


That is all, folks: the 6 criteria of outstanding communication. We sort of wish there were less. After all, a simple 1-2-3 would have been easier to remember. However, in today’s red oceans, you have to be all that and then some to succeed. On the plus side, there is a peace of mind that comes with knowing there is a structured way to getting communication right. And it only involves 6 check boxes.

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