Each month we’re focusing on a topic that’s essential for a happy and successful business. This is number 6 of our 12Cs of Marketing articles.

Some may say the crux of Marketing is Communication. It is about getting the right message out to the right audience.

Communication is an important skill for any living creature to master to enable it to interact with its family, tribe or species. At a basic level we must communicate our need for food and water. In addition, as humans, we have highly complex needs and desires which we convey not just through the words we say, but what we DON’T say, our body language, look, tone of voice, nuances, actions and thoughts. Some of these desires we may even be transmitting unconsciously.

All relationships are formed through communication and the more that one understands the other and vice versa, the more easily the relationship can be managed.

Therefore in business, getting your marketing messages right is ESSENTIAL to ensure you are selling the right solution to the right person to solve their problem.

One of the things I help my clients with is getting their message clear. Having a pretty website or hundreds of social media posts means nothing if no-one knows what you are talking about!

For every piece of marketing you put out, go through this simple checklist.


Who are you communicating with? Think geographically and demographically. What tone of voice and phrases are best used for your Market to understand you? Niche it down. You may have different markets for the same product or service and you need to treat them differently.


What do you want to say? Identify the problem and tell your Market how you can solve it. What do you want your market to do after they have seen your message? How can you tell if your message has been effective?


What are the best ways to reach your Market with your Message? Where do they hang out? Instagram? London Conferences? Are they newspaper readers – which papers? Ensure you change the format of the message to work in the way the media is used. For example, you wouldn’t put a twitter post into a newspaper as an advert, would you?

Once you have your 3Ms you have a basic Marketing Strategy which can help your decision making in all marketing placement.

The single biggest problem with communication is the illusion that it has taken place. George Bernard Shaw

You can find out more about communication on our Pinterest board – plus you know you can come and communicate your business ideas to us – we are good listeners!


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