Marketing: How to avoid the abyss

Communication is the foundation for all human and business interaction, yet it is probably one of the most challenging aspects of life. In business, it can become a laborious task instead of a necessary privilege.

Effective communication is the direct result of purposeful effort. It starts with listening and requires asking numerous questions:

Who is the audience? What is the goal? What information is necessary to include? What is the timeline? What is the best delivery medium?

There seems to be an escalating trend of overlooking the fundamental steps to developing articulate and purposeful communication. The absence of intentional communication can result in offending audiences and severing relationships.

So here are 10 frequent communication mishaps to avoid:

1. Cultural, Gender and Racial Insensitivity

Contemporary audiences are more complex than ever and consequently require more effort crafting communication that achieves audience engagement. Audience segmentation, expert understanding and keen sensitivity to cultural, gender and racial identifiers are imperative to creating and delivering respectful messages.

2. Downplaying Design

Design is competitive currency that more companies and even nations are taking quite seriously.

Savvy companies know that design is visual communication. As such, it is a critical component of a message's intention, response and recall.

Outstanding design is a conduit for emotional engagement between a company and its audience. When that connection is made, companies enjoy stronger relationships and revenue.

Additionally, these same companies also understand that it behooves them to strive for a similar or slightly higher level of design excellence as their partners, vendors, clients and prospects. This effort can translate into increased industry credibility.

3. Language Mismatches

The choice of words, tone, grammar and punctuation, as well as presenting format, all add up to a style that should accurately reflect the purpose of the communication and mirror its target audience's vocabulary and intellect.

4. Inauthentic Attempts

Inauthentic attempts happen when there is a disconnect between the message creator and the recipient - generational mismatches, for example. The message creator should have an acute understanding of the target audience and its preferences to create an authentic bond.

The consequence of an out-of-sync setup will backfire.

5. Ignoring Marketing Laws

The marketing industry's legal compliance exposures continue to increase, especially in the digital realm. Companies that remain ignorant about these laws are subject to financial peril and declining market share.

6. No Plan

The absence of a marketing plan becomes quite apparent in several situations. The usual culprits are: a) during economic downturns, b) with start-ups, c) new product or service campaign launches, and d) events.

A flexible plan will allow for task details and messages to stay on course while adapting to necessary, real time changes.

7. Silence

In today's world, anyone can become a company's voice in an instant with or without permission. Therefore, silence is not a strategy.

Proactive communication allows a company to define itself, tell its story and manage its reputation.

8. Limiting the Audience

It is human nature to believe that everyone knows because a few key people know. When originating information, lead with the mindset that no one knows, and therefore expand the audience to the largest possible number.

9. Mismanaging Timelines

Companies that have a pattern of planning significant events late or extending last-minute invitations usually mismanage their time and have a lack of understanding about the process.

Audiences that routinely receive information with a short response time frame or attend big events that are haphazardly coordinated quickly will begin to distrust the organizer and question the credibility of sponsors. This distrust eventually equates to lost business.

That said, great opportunities can arise on short notice for both the originator and recipient. However, those last-minute opportunities should be the exception and not the rule.

10. Self-Serving Content

There are many reasons to create communication. Advertising is one of the most popular and valuable reasons.

But campaigns built around self-focused content quickly will wear out their welcome and alienate potential customers.

However, advertisers that consistently address the needs and wants of their audience will build mind- , heart- and market share.

We all know that no company is perfect, and unintentional mistakes will be made along the way. However, communication shouldn't be a stumbling block.

In fact, to stay relevant and competitive, companies need to expand their focus, time and energy on effectively and respectfully communicating with their audience. Companies that continually miss the mark and/or avoid the privilege will descend into a brand equity abyss and eventual extinction.