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On Message: Precision Communication for the Digital Age

By Theo Theobald (Author)

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On Message: Precision Communication for the Digital Age
INR
P-M-B-9780749464875
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1071.11
Rs.1,071
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Description

About the Book:

Gone are the days of the traditional sales mailshot. Engaging with global audiences in an increasingly competitive and digital world means that what you say has to be delivered in a way that can’t be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, adapt your writing style to fit with the latest platforms and compete with global players.

Packed with practical examples, it will help you to:
learn when and why to blog, and how to do it right
employ the principles of "sticky" messaging
communicate successfully across borders
segment your audience for more effective marketing
develop and encourage loyalty
stretch your natural creativity
build a personal brand through hard-hitting communication

Including practice exercises, review techniques, tips on flexing your writing muscles and simple formulae, On Message will help you capture more followers who listen both for longer and more intently.

About the Author:

Theo Theobald is a freelance writer and business consultant with many years’ experience in senior sales and marketing management positions within the BBC. He is an award-winning copywriter whose career embraces major internet and audio production for BBC websites and radio. Theo runs his own company, Shocktactic Ltd, and he is the author of Develop Your Presentation Skills (also published by Kogan Page.

Contents:

Introduction

SECTION ONE: The digital landscape: context, competition and technology change

Chapter 1: How did we get here?
• Where social networking began
• The evolution of social networking
• Coming of age
• Exploiting the available media
• In short
• Tip

Chapter 2: This is new media
• Blogs and tweets
• Critics of social networking
• Networking basics
• Focus
• Creating communities
• In short
• Tip

Chapter 3: Lessons from the past
• John F. Kennedy - ‘Ich Bin Ein Berliner’
• Winston Churchill - ‘Never was so much owed by so many to so few’
• Steve Jobs - Stanford address
• In short
• Tip

Chapter 4: What are we up against?
• The audience holds the power
• Opinions can be volatile
• Information overload
• Technological malfunction
• In short
• Tip


SECTION TWO: Guiding principles: stickiness and blogging

Chapter 5: All about stickiness
• How stickiness helps
• Two-way (social) listening
• Building an ever-ready audience
• Opinions, accord and answers
• Pulling the trigger
• In short
• Tip

Chapter 6: How to get stickier
• Relevance
• Universality
• Solution
• Feelings
• Trust
• In short
• Tip

Chapter 7: Thoughts about blogging
• What are blogs?
• Find out why
• Pull don’t push
• Consider who is responsible
• Phase your blog in
• Plan your time
• In short
• Tip

 

SECTION THREE: Understanding customers: personal branding, segmentation and sales principles

Chapter 8: Building a brand to deliver better messaging
• How brands are built
• Brand case studies
• In short
• Tip

Chapter 9: Segmenting an audience
• Who are your prospects?
• Sorting out your ‘all sorts’
• Simple segmentation
• Complex segmentation
• The future of segmentation
• In short
• Tip

Chapter 10: Developing relevance via marketing and sales
• Applying the ‘so what?’ test
• Try something new (test marketing)
• Developing a sales proposition
• In short
• Tip

 

SECTION FOUR: The nuts and bolts of better writing: ‘how to’ guides on writing and editing

Chapter 11: Gathering content
• Getting to grips with the audience
• Listening skills
• Be curious
• Researching sources
• Assimilating information
• Processing content
• Keep fresh
• In short
• Tip

Chapter 12: Developing the message
• Sales versus happy traffic
• Integrated communications
• Managing the platforms
• Planning output
• Don’t be cheeky!
• In short
• Tip

Chapter 13: How to write better copy
• Revision (grammar and all that)
• Use spell checker
• Let’s write
• Looking back - a review process
• Getting to the point
• Starting point
• Simplicity
• Developing themes
• Pay-off
• In short
• Tip

Chapter 14: How to edit existing copy
• The process of precis
• In short
• Tip

 

SECTION FIVE: Advanced technique: going global, expanding creativity, storytelling and more

Chapter 15: Crossing boundaries and going global
• Finding similarity and celebrating difference
• Researching your new markets
• Guidance for cross-border communication
• In short
• Tip

Chapter 16: Expanding creative horizons
• Creative writing - developing a workable strategy
• Getting started
• Mix things up
• Cut yourself some slack
• Find the right time
• Record your spontaneous thoughts
• Review your efforts
• Understanding the barriers to creativity
• In short
• Tip

Chapter 17: Storytelling
• The first storytellers
• Why stories work
• Where our best stories come from
• Making stories effective
• Seven inputs for better stories
• In short
• Tip

Chapter 18: Revision, consolidation and the way forward
• Change
• Behind the scenes
• Be active and reflective
• Trends
• Five points to remember
• Crossover
• Be yourself
• Further Reading.

About the Book:Gone are the days of the traditional sales mailshot. Engaging with global audiences in an increasingly competitive and digital world means that what you say has to be delivered in a way that can’t be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, adapt your writing style to fit with the latest platforms and compete with global players.Packed with practical examples, it will help you to:learn when and why to blog, and how to do it rightemploy the principles of "sticky" messagingcommunicate successfully across borderssegment your audience for more effective marketingdevelop and encourage loyaltystretch your natural creativitybuild a personal brand through hard-hitting communicationIncluding practice exercises, review techniques, tips on flexing your writing muscles and simple formulae, On Message will help you capture more followers who listen both for longer and more intently. About the Author:Theo Theobald is a freelance writer and business consultant with many years’ experience in senior sales and marketing management positions within the BBC. He is an award-winning copywriter whose career embraces major internet and audio production for BBC websites and radio. Theo runs his own company, Shocktactic Ltd, and he is the author of Develop Your Presentation Skills (also published by Kogan Page.Contents:IntroductionSECTION ONE: The digital landscape: context, competition and technology changeChapter 1: How did we get here?• Where social networking began• The evolution of social networking• Coming of age• Exploiting the available media• In short• TipChapter 2: This is new media• Blogs and tweets• Critics of social networking• Networking basics• Focus• Creating communities• In short• TipChapter 3: Lessons from the past• John F. Kennedy - ‘Ich Bin Ein Berliner’• Winston Churchill - ‘Never was so much owed by so many to so few’• Steve Jobs - Stanford address• In short• TipChapter 4: What are we up against?• The audience holds the power• Opinions can be volatile• Information overload• Technological malfunction• In short• TipSECTION TWO: Guiding principles: stickiness and bloggingChapter 5: All about stickiness• How stickiness helps• Two-way (social) listening• Building an ever-ready audience• Opinions, accord and answers• Pulling the trigger• In short• TipChapter 6: How to get stickier• Relevance• Universality• Solution• Feelings• Trust• In short• TipChapter 7: Thoughts about blogging• What are blogs?• Find out why• Pull don’t push• Consider who is responsible• Phase your blog in• Plan your time• In short• Tip SECTION THREE: Understanding customers: personal branding, segmentation and sales principlesChapter 8: Building a brand to deliver better messaging• How brands are built• Brand case studies• In short• TipChapter 9: Segmenting an audience• Who are your prospects?• Sorting out your ‘all sorts’• Simple segmentation• Complex segmentation• The future of segmentation• In short• TipChapter 10: Developing relevance via marketing and sales• Applying the ‘so what?’ test• Try something new (test marketing)• Developing a sales proposition• In short• Tip SECTION FOUR: The nuts and bolts of better writing: ‘how to’ guides on writing and editingChapter 11: Gathering content• Getting to grips with the audience• Listening skills• Be curious• Researching sources• Assimilating information• Processing content• Keep fresh• In short• TipChapter 12: Developing the message• Sales versus happy traffic• Integrated communications• Managing the platforms• Planning output• Don’t be cheeky!• In short• TipChapter 13: How to write better copy• Revision (grammar and all that)• Use spell checker• Let’s write• Looking back - a review process• Getting to the point• Starting point• Simplicity• Developing themes• Pay-off• In short• TipChapter 14: How to edit existing copy• The process of precis• In short• Tip SECTION FIVE: Advanced technique: going global, expanding creativity, storytelling and moreChapter 15: Crossing boundaries and going global• Finding similarity and celebrating difference• Researching your new markets• Guidance for cross-border communication• In short• TipChapter 16: Expanding creative horizons• Creative writing - developing a workable strategy• Getting started• Mix things up• Cut yourself some slack• Find the right time• Record your spontaneous thoughts• Review your efforts• Understanding the barriers to creativity• In short• TipChapter 17: Storytelling• The first storytellers• Why stories work• Where our best stories come from• Making stories effective• Seven inputs for better stories• In short• TipChapter 18: Revision, consolidation and the way forward• Change• Behind the scenes• Be active and reflective• Trends• Five points to remember• Crossover• Be yourself• Further Reading.

Features

  • : On Message: Precision Communication for the Digital Age
  • : Theo Theobald
  • : Viva Books
  • : 0749464879
  • : 9780749464875
  • : Paperback
  • : 200
  • : English

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