1.22.10 - Developing messages that are meaningful, relevant and delivered in a way to which the audience is receptive is the basis of good communications. It sounds like a lot to consider, and it is - particularly when the hope is that the message you deliver will also incite action.

The ability to craft effective communications is born out of solid strategy, careful execution and the ability to listen to the input from the message sender as well as the intended recipient.

One thing we notice that is often overlooked in message development is the recipient. Each audience we deliver our message to is unique and should be treated as such. Therefore, the first step in writing to them should always be understanding them.

That is why Skidmore places such value in the Discovery Process. We need to see the situation from all angles - to know what your audience needs, what their priorities are, their pains. Most importantly, we need to know how they want to be communicated with.

Understanding our audience helps shape the direction of the project - from the writing style and content to the format of the communications. It's the reason that we chose a strategy with variable data printing and personal URLs to get the message across for CareTech Solutions. It's the reason that campaign has helped CareTech's Web Services Division to reach 60 percent growth in its client roster.

And it's the reason that we have seen similar success with so many of our clients. It's not difficult. You just need to ask your audience what they want. Trust us, they're begging to be heard.

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CareTech Solutions - CareWorks CMS Print

CareTech Solutions - Care Works CMS Web