the

artof effective

communication

“The single biggest problem

in communication is the illusion

that it has taken place.”

- George Bernard Shaw

What is the goal of communication?

How do you define “communication?”

think

The two words ‘information’ and ‘communication’ are often used

interchangeably, but they signify

quite different things. Information is

giving out; communication is

getting through.

Sydney J. Harris, American journalist and author of

syndicated column, Strictly Personal, 1944-86

INFORMATION

OR

COMMUNICATION?

Competira is a corporation focused on assisting both startup and well-established companies with their various communication needs. With over 15 years of experience in the communication industry, the competent staff, as well as the company’s board of directors and executive team, are proficient in all areas of communication, ranging from developing original content to editing existing information. Competira will facilitate corporations in reaching their fullest communication capabilities by delivering written communication, including – but not limited to – both consumer-friendly and technical information for Internet websites; copywriting for marketing materials, such as brochures, rack cards, and other collateral pieces; business-to-business and business-to-customer communication forms, such as introduction letters and memorandums; internal communication documents, such as newsletters, employee manuals, and memorandums. Competira’s communication experts will also assist other corporations with their oral communication needs. These may include presentation development and delivery, social networking, and representation. Moreover, Competira is confident that it can provide these services in a manner that will accommodate any company’s budget.

example 1: about competira

Competira

helps businesses

of every size to

develop,

organize and

implement cost

effective

communication

strategies.

example 2: about competira

and the winner is…

Did both describe Competira?

Which description was more informative?

Which description was more captivating?

Which should the company CEO use when

introducing himself at a networking event?

a challenge

Can you describe what your company

or product does in 15 seconds or less?

to beginConsider what makes your company,

product or service unique.

ask yourselfWhy would someone choose my company over another that offers a similar product or service?

thenWrite 10 words that describe your product

or service.

Next to each word,

write one sentence that explains why that

word pertains

specifically to your

product or service.

Condense

all that information into a short,

captivating paragraph

finally

Introduction

Three descriptive sentences

A closing statement that keeps the

listener interested and craving more.

“You can have brilliant ideas, but if

you can't get them

across, your ideas

won't get you

anywhere.”

- Lee Iacocca

NOW FOR THE LONG VERSION

that was the summary

answer

who you are and who

your customers are

what you offer (service, product, solution, etc.)

when it will be

available to your

customers

Where customers can

attain what you offer

why you are unique

and the best choice

how this happens (your process)

TARGET AUDIENCE &

TARGET MARKET

hitting the right target

Target Audience: the group that you are

addressing when communicating about your

product or service

Target Market: the

group (or individuals)

that will purchase

your product or

service

avoid these traps

• Talking over your audience’s head

• Using phrases or words that only mean something to you or to a couple of people in your audience

• Thinking that you have only one audience and, therefore, only tailoring your message to that group

• Saying – or writing – too much

K.I.S.S.

• Overuse of “tech talk” or “SAT words” can kill your sales pitch. You won’t impress your audience by using tech phrases to describe everything.

• Be as simple as possible whenever possible. Even in highly-technical situations, keeping your information brief and easy to follow will help your message get through to your audience.

essential final step

recap

• What are you trying to communicate?

• With whom are you communicating?

• Does your message have to be highly

technical, or can it be broadened to

appeal to a wider audience?

• Do your ideas flow?

• Can you completely describe your

product or service in a succinct manner?