05/03/2026
EVERYTHING COMMUNICATES (Part I)
Behind this principle is Sergio Zyman, a world-renowned marketer who worked for such giants as Coca-Cola, PepsiCo and Procter & Gamble. I’d say he knows a thing or two about his stuff!
Everything communicates - it is a simple as that
In business, every action, but also inaction communicates. Every word, but also silence sends a message.
For a business, it is simply not possible not to communicate. In everyday interactions, everything conveys meaning and impacts how existing as well as potential new customers, and in broader sense, public, perceive us.
Everything communicates - everything a business does and does not do.
Here’s a three-step framework I have always found handy; a tool – a reminder if you like – that helps to gain and maintain control over communication:
OBJECTIVE
Start with thinking about the impact you want to make on your audience and what action do you want them to take (i.e. enquire about your services, make a purchase)
A cherry on top of the cake (a hidden benefit): how would you like them to feel about your business?
MESSAGE
Now think about what you need to communicate to reach your objective. What does your audience need to know, understand, believe and feel?
What message or messages, what headline words will achieve that?
Build your communication on the 3Cs – Clear, Concise and Consistent.
DELIVERY
Now you know who your audience are, and what message you need to convey to them, the next step is to choose the best method of delivery.
The methods – or channels - range from in-person, real time communication (meeting, phone call, video conference etc.) to asynchronous communication which enables your audience to engage with your message at their own pace and in their own time (email, blog, social media, pre-recorded videos).
