Constructing Effective Business Messages Part I

Constructing Business Messages Part 1

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Constructing Business Messages Part 1

In any business environment, constructing a business message correctly is crucial in order to be respected, listened to and understood. There are many facets to consider in order to be effective in your communication. It goes beyond just speaking. I have an example below that might explain what I mean. It has to do with a scenario in which a product needs to be pitched to investors in a hypothetical company I work for.

The Product

My product is a nursing pillow that relieves the back and neck pain of a breastfeeding or bottle feeding mom of one or twins, as well as a support pillow for an expectant mother. It also doubles as a lounger and support for baby when not in use for feeding them. You can lay them down on their back or on their tummy when they are relaxing. The pillow would be made of memory foam with a standard removable cover for the ability to wash. Memory foam seems to be very popular for comfort and doesn’t lose its shape.

They can offer optional decorative covers and a travel bag. Also offered can be waterproof pillows. Additionally, they would be a myriad of related merchandise to be purchased separately or in gift bags. Depending on what is desired, the gift bag can be designed to include washable, colorful solid color or design covers, name embroidery on the pillowcase,baby touch & feel books and embroidered spit-up towel(s). (http://www.twinznursingpillow.com)

Why It Is Worthwhile

The pillow is worthwhile because it provides comfort to an uncomfortable, sleep-deprived mother. It allows a solution to make feeding a baby easier,relieves pain and strain, and offers additional uses to to substantiate the purchase as a value. The pillow could be used to cradle baby on their back due to the unique design, as well as prop them up on their tummy. And as they grow, the pillow can be used as a lounger in front of the tv.

There will always be pregnant women as well as new mothers. This dynamic of consumers will never end, and new mothers welcome anything to make their lives easier. And being such a universal product, it could be sold in a global market.

Audiences

The product directly targets new mothers, fathers, family and friends, and attendees of a baby shower where it is expected to bring a gift.Anyone can buy baby clothes, strollers, and the like, but an innovative and unique product such as this would be a welcome addition to the usual suspects. So the audience is very diverse. Different types of audiences for this product would consist of:

All audiences are important, without regard to gender, race, age, ethnicity, income level, education level, political affiliation, or religion. With the audience being so broad, there is also indirectly the possibility that a consumer could imagine another use for it. The possibilities are not limited to a narrow audience.

• Younger adults to the elderly looking to buy as a gift
• Expectant mothers and new mothers
• Audience depending on country
• Marketing to men vs. women

Appealing to the new and expectant mothers, presenting a scenario of relaxation and comfort would be key. They are looking for anything to ease the difficulties they go through and the toll it takes on their bodies. Not to mention, their baby or babies can be safely set down in the pillow afterward if they fall asleep without having to disturb them.

Different advertising strategies would need to be employed depending on demographics and geographical location. Regions with higher birth rates would be targeted more heavily, as well as ones that have a higher income level because it’s not a necessary product, rather a convenience. And different parts of the world would need to be approached based on their culture and needs.

Credibility

Establishing credibility has many aspects. It is important to research the product and the cost of producing it compared to the price established to the consumer. You need to be able to show that there is a high profit margin, as well as a market for this product. Before presenting the opportunity, a study of the demographic areas to be targeted is also essential. Being educated on what you are suggesting to invest in is crucial to be considered trustworthy in your knowledge.

How you present yourself also lends to whether or not your audience wants to listen to your ideas and suggestions. Confidence in your presentation gives your audience a higher level of believability (Business Communication Essentials, 2016). You need to portray sincerity that you really think this is a worthwhile investment.You want to be taken seriously. You want to show that you are educated and intelligent.

How you look based upon the people you are addressing needs to be considered. Being well groomed is important, but the style of dress must also be tailored so there is a feeling of commonality. If you are addressing board members or upper management, professional business attire would be the best selection. To bounce ideas off of your peers and the standard dress code is business casual, then that would be the most appropriate choice.

Channels

Picking a channel for advertising to the buyer would largely depend on how the company wants to market the product and how much they want to spend. Since the investment is a product, the visual aspect would be the most effective form of enticing the consumer. In my opinion, commercials could give the optimum amount of exposure. Besides just seeing pictures, actors actually show how it can be used. Since commercials are very expensive, it depends on how much capital the investor is willing to extend. Social media should also be considered. Websites like Pinterest, Instagram, You Tube, and LinkdIn are very popular and could get the word out quickly. Facebook should be considered as well because other people could post reviews.

On the other hand, picking a channel to present the idea to the investors, person-to-person contact would be the best option. Presentations of ideas need to have visual guides such as pictures, PowerPoint presentations, and perhaps an easel. A booklet that provides details of the product, potential revenue, costs, estimates of gross margin, and rate of return on investment would be very helpful, even essential to help your idea gain credibility and increase their enthusiasm in taking the risk.

The next best option is a virtual meeting where a conference call coupled with a big-screen application to see the people in the meeting in a different location could be achieved. The hand-out could be emailed to each participant as a PDF for reference material. If peers are part of the equation, there are several ways to communicate. In addition to having meetings, emails are essential since they can be group-oriented. Phone calls, text messages, Skype for Business are all great options to keep in touch and formulate the plan of action.

Conclusion

As an investor, one wants to feel confident that capital is being invested wisely. Therefore, it is imperative that the product chosen has been researched carefully and promoted to investors as being something profitable and worthwhile. In order to promote an idea, there must be effective communication. You must make sure that your target audience is being addressed properly. To be listened to, it is imperative to project yourself with sincerity, clarity, and credibility. The channel in which you choose should be appropriate to the message you want to convey. If these guidelines are followed, there is a much better chance that your message will be more successful.

References

Michelle, entrepreneur of Twin Z Pillow (2015) retrieved November 12, 2016 from http://www.twinznursingpillow.com/about-us-1

Bovee, C.L. & Thill, J.V. (2016) Business Communication Essentials (3rd Ed. Chapter 4) Pearson Education, Inc. Global.