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On Message: Precision Communication for the Digital Age

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On Message is a valuable take on communications in business to help marketers and small business owners gain and sustain new customers. Tackle everything there is to know about communicating your message in five jam-packed sections: 
  • The digital landscape: context, competition and technology change 
  • Guiding principles: stickiness and blogging 
  • Understanding customers: personal branding, segmentation and sales principles 
  • The nuts and bolts of better writing: "how to" guides on writing and editing
  • Advanced technique: going global, expanding creativity, storytelling and more

Price: $19.95

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Description

Social media has changed the landscape of communication, and many consumers are facing an information overload. In the digital world, less really is more. 

On Message is a valuable take on communications in business to help marketers and small business owners gain and sustain new customers. It bridges the gap between the classic rules of persuasive writing and the increasing demands of new media: from e-mail and blogging to the next generation of social networking. Examining how to capture more followers who listen, both longer and more intently, the book is packed full of exercises, templates, simple formulas, review techniques and progress charts, helping marketers make their written messages memorable, talked about and influential.

By including tips for all media platforms and examples drawn from some of the most famous international orators including Martin Luther King and Barack Obama, On Message shows that whether someone is tweeting, speaking or updating their Facebook status, it's not just the words that are important but whether anybody is listening.

Table Of Contents

Section One The digital landscape: context, competition and technology change 
01 How did we get here? 
02 This is new media 
03 Lessons from the past 
04 What are we up against? 

Section Two Guiding principles: stickiness and blogging 
05 All about stickiness
 
06 How to get stickier 
07 Thoughts about blogging 

Section Three Understanding customers: personal branding, segmentation and sales principles 
08 Building a brand to deliver better messaging 
09 Segmenting an audience 
10 Developing relevance via marketing and sales 

Section Four The nuts and bolts of better writing: "how to" guides on writing and editing
11 Gathering content 
12 Developing the message 
13 How to write better copy 
14 How to edit existing copy 

Section Five Advanced technique: going global, expanding creativity, storytelling and more
15 Crossing boundaries and going global 
16 Expanding creative horizons 
17 Storytelling 
18 Revision, consolidation and the way forward 

About the Author

Theo Theobald is a freelance writer and business consultant. He has accumulated 30 years of business experience in both public and private sector organizations, and he now runs his own training and leadership development company. He is also the author of Develop Your Presentation Skills and the co-author of Shut Up and Listen! (both Kogan Page).

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