A guide to the basics of effective communication. Creating a 15-second description of your business. Developing a long, cohesive description of your business following the Who, What, When, Where, Why and How model. Tailoring your message to your target audiences and target market.

1. the
art
of effective
communication

2. “The single biggest problem
in communication is the illusion
that it has taken place.”
- George Bernard Shaw

3. What is the goal of communication?
How do you define “communication?”
think

4. 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

5. INFORMATION
OR
COMMUNICATION?

6. 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

7. Competira
helps businesses
of every size to
develop,
organize and
implement cost
effective
communication
strategies.
example 2: about competira

8. 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?

9. a challenge
Can you describe what your company
or product does in 15 seconds or less?

10. to begin
Consider what makes your company,
product or service unique.

11. ask yourself
Why would
someone
choose my
company
over another
that offers a
similar
product or
service?

12. then
Write 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.

13. 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.

14. “You can have
brilliant ideas, but if
you can't get them
across, your ideas
won't get you
anywhere.”
- Lee Iacocca

15. NOW FOR THE LONG VERSION
that was the summary

16. answer

17. who you are and who
your customers are

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

19. when it will be
available to your
customers

20. Where customers can
attain what you offer

21. why you are unique
and the best choice

22. how this happens
(your process)

23. TARGET AUDIENCE &
TARGET MARKET
hitting the right target

24. Target Audience: the group that you are
addressing when communicating about your
product or service

25. Target Market: the
group (or individuals)
that will purchase
your product or
service

26. 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

27. 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.

28. essential final step

29. 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?