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Make sure it’s relevant: Communicating in 2014

The way in which we communicate with one another is changing, but the overarching principle that governs all communications has not. Indeed, with these changes it becomes ever more important.

The principle I refer to is this – communication is about sending the right message, to the right people, through the right channels.

Print is dead – long live print...
I think it’s fair to say that print has least every year for the last five years! Yet, despite this, the demand for printed items continues to grow – strange that, isn’t it?
I have been in financial services marketing for some time now and, whilst it is evident that advisers are embracing new media, most tell me that they still like to receive something in hard copy. That’s something they can take time away from the PC/laptop to actually sit down and read with no distractions. 
So rest assured, print lives on in some guise...for now.
Social media – fad or revolution?
 As I rapidly approach 40, I find myself even less inclined to let people four doors down from me know what I am having for dinner by taking a quick snap and posting it on the web. However, as a marketer, I continue to be fascinated by the developments in communications. Developments that have changed access to information, changed how and when we choose to get information and, in short, changed the rules... all in the blink of an eye.
So, of course, it is only good business practise to assess each channel as it arrives – to assess penetration, demographics, use (practicality of use) and potential reach. It’s far too easy to just sign up to use the latest fad but the key, as with most communications, is relevance. This is why to have a truly successful social media proposition you will need more than one channel. There are plenty to choose from; Twitter, LinkedIn, FaceBook, Vimeo, Google+, Pintrest and YouTube to name a few, but you need to think about the suitability of each medium for the message you want to send and the audience you want to reach. Also, the key is in the name – social media. Once you launch a comment into the public arena, you need to be prepared for the responses, potential criticism you may receive in return and how to respond in a suitable manner. 
So, what of email?
The somewhat prematurely announced death of print is apparently down in no small part to our old friend email. I say old, as I read with some disbelieve the other day that the first email was sent over 40 years ago! With that in mind, where does email fit in today’s communications mix? Well, if you believe the research coming out of some universities, many graduates today do not use email – with social media being the be all and end all (makes you feel old doesn’t it!). But for the rest of us, it still has a place in our day to day communications.
Many people get nervous with email, fearful of bombarding the end recipient. However, with most having their inbox open all day, the norm now is to simply read and/or delete depending on whether it’s relevant, with many of us simply not realising just how many emails we get per day. It’s an old – but true – adage that you need to ensure that your subject line and opening paragraph grab the reader’s attention and immediately hit the most salient points to avoid a quick click banishing you to the deleted file.
The way we communicate is changing and it’s important that we realise this and adapt accordingly.  Continue to adopt new media, but only where it is relevant and continue to use more traditional channels when they are better suited to your objective and most importantly, to your audience. 
By Richard Ardron, Marketing Director, SimplyBiz 

For more insight from SimplyBiz, visit their LinkedIn page.


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Author: IFA Life Sponsored Post
Posted: Monday, December 09, 2013 | 3:00:54 PM

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09 December 2013 | 5:28:33 PM  Adeline Luther wrote:
If you are aware of the definition of communication as indicated by this article, then half the battle is already won. You yourself will be decisive in terms of which mode of communication or modes of communication you should use and to what extent. As the article suggests, take time to assess each channel in its entirety before hopping onto it.

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