CGM blog: How to write a KISS-ing communications plan

07 Sep CGM blog: How to write a KISS-ing communications plan

Comedy writers Dick Clement and Ian Le Frenais infamously pitched their idea for popular comedy drama Auf Wiedersehen, Pet to ITV on the back of seven words – Geordie builders go to work in Germany.

Okay, they had a successful track record as writers of The Likely Lads and Porridge but the concept was simple to understand – the potential for drama, tension and comedy was obvious too.

Auf Wiedersehen, Pet was a huge hit and launched the careers of many of its actors. 

Clement and le Frenais remembered to KISS –  keep it simple, stupid. Great ideas don’t need to be complicated, just inspiring.

That’s why a great communications plan – like business or marketing plans – doesn’t need to be exhaustive, just effective.

It should answer three key questions in a handful of words – What do you want to say? Who to? and How? (what methods will you use)?

I make that nine words.

Or – shape your message, choose your audience, select your methods. Again, nine words.

The answers don’t need to be detailed or complicated, just considered and visionary – straightforward, honest and relevant.

Trouble is, aside from lack of brevity, people often get the process wrong.

The common fault is to focus on the method first, then the people to reach… but forget what they want, should or need to say.

Or, they have a great story to tell, but say it to the wrong people or use the wrong methods for their target audience.

Get this process right and it can all fall into place seamlessly.

Trouble is, people lack the patience and inclination to plan. Strange that, because they often have time to charge into endless and aimless marketing activity which lacks focus.

And there’s the rub – communicating isn’t just about selling. It is about inspiring and connecting – and winning buy in.

When you think about that, you soon realise that winning new customers only forms one part of the picture. What about keeping customers and asking them for referrals. How about partners (life and business!), investors, suppliers, staff etc?

Truth is, most of us probably already know the clients and contacts we need to grow our business – possibly even personally. We just don’t ask the right question in the right way.

We’re often too transfixed on winning elusive and nebulous customers using someone’s prescribed methods. Why?

Prioritising and scheduling come from rationalising what is valuable to your business. And ultimately only you can do that.

At the Business Media Club we’re keeping things simple this autumn.

Our structured programme of learning and development will restart with a simple to shape three-stage communications plan that is geared to helping you win new business.

Care to join us?

Chris Green is managing director of Chris Green Media – which inspires organisations to communicate better by connecting deeper.