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Author Archives: Bob Smithers

Death by PowerPoint

Don’t get me wrong – I love PowerPoint. I’ve made a career out of making PowerPoint presentations that others love too.
However, this ubiquitous tool is often used poorly and can compromise an effective message. Also, because of it’s pervasiveness in the corporate world it is become nothing more than wallpaper poorly hung, background noise that [...]

Posted in Internal Communications, Messaging, PowerPoint, Sales Communications | 2 Comments

Improving the Healthcare Dialog

As a believer in the democratic process I can’t help but to be impressed with the intensity of the healthcare debate. On a topic so important to so many Americans it’s encouraging to see the level of involvement and participation in the debate. However, as a communicator I’m mortified about the quality of that debate. [...]

Posted in Change Management, Internal Communications, Messaging | Leave a comment

Improve Customer Satisfaction with Customer Messaging

Studies have shown a direct link between customer satisfaction and customer messaging. The more relevant and targeted the message the more likely the customer with be satisfied with the business relationship. We’ve all seen attempts at this from companies we do personally business with as consumers. More than ever, getting this right should become a [...]

Posted in Branding, Messaging, Sales Communications | Leave a comment

Replace Confusion with Clarity by Cascading Communications

Sales effectiveness often relies on getting everyone aligned around the same set of objectives and priorities. However, in large sales organizations there are always competing priorities vying for time and attention. Within this confusion and clutter, the must-wins and must-do’s essential to your success can get lost in the shuffle of lesser-important activities. Communications can [...]

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Protect Selling Time through Content Simplification

In an information economy, knowledge is power. But what if you have too much knowledge?

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Positively Charge Your Communications

Leaders have a great opportunity today to positively charge the communications environment and focus their team on what’s possible instead of what’s not.

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Good for What Ails You

One of the 22 Immutable Laws of Marketing is the law of focus – which reads “the most powerful concept in marketing is owning a word in the prospect’s mind”. But creating that short label requires sacrifice. When you stand for something, you necessarily don’t stand for something else.
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Turn On the Brand Messenger

It was not a surprise to read in Adweek about the quickening decline in media spending. With consumer confidence at an all time low advertisers are cutting back on media expenses. No doubt, gut reactions are driving these decisions as most statistical models are stumbling around in uncharted territory.
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