So Here’s Your Challenge

You probably recognize that successful communication is partly based on the words you use, but also your tone of voice. And most people recognize that body language trumps both. But how does it do so?

Marketing and sales are at the core of almost every organization. Whether it is writing a proposal for a prospect, encouraging a person to join your organization, or selling an internal team on a concept, the act of gaining alignment and commitment is critical.

Why then, do so many organizations completely miss the mark?

Graphic designers know that if you have one element on the page, and lots of white space around it, the eye is drawn to that one element. Professional speakers know how to use a pause — silence — to emphasize a point. And musicians know that a break in the music creates anticipation. This is white space.

So how can we use the concept of white space?

After arriving at an event and noticing a few people you know — and hundreds that you don’t — what is your first inclination?

Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the digital holy grail of engagement seems to be no different. But is it?

Ask your CEO, and they will say that your greatest asset is your people. Ask your marketing chief, and the answer will be your brand. And ask your CFO, your value is determined by your revenue or EBITDA. But is it possible that they may all be wrong… or may soon be? (Hint: how would your CIO answer?)

Have you ever heard the expression “you’re only as strong as your friends”? Nowhere is this more true than with digital marketing.

When you are faced with an unexpected delay or a long line-up, how do you deal with it?

Are you involved in your professional association? Or do you run one — either as a director, staff, or volunteer?

If so, you’re probably concerned with one aspect of today’s digital world, and particularly social media: How do you compete with free? 

One of the more popular thought leadership “strategies” is to create relevant, provoking, leading-edge content. Not only does this provide evidence of the thought leader’s special knowledge, but it also helps attract new followers, through sharing (social and real-world), and through discovery (Google, conference speeches, and publicity.)

So far so good, but who has the time to do all of this work?