You’re busy creating new fliers and letters and Facebook posts for your winter league and open play programs and perhaps, even toying with ideas for summer leagues (Yikes, summer leagues are only 3 months away).
So here is a checklist on your communication tools?
· What is the tool for?
o When it works, will we be able to tell? What is it supposed to do?
· Who is it for?
o What segment are you talking to?
o What do you want them to hear?
· What’s the call to action?
o What are you asking the target segment to do
o Is it crystal clear
o Are you asking them to do too many things; i.e.click here, go to website, click again, fill out card, sign up, send in. (get the point?)
o When do you want them to do it by
§ You must have a deadline
§ And you can extend it?
· When you complete the flier or brochure or letter, show it to ten strangers.
o But don’t say anything.
o What questions do they ask you?
· Now ask them what the material is asking them to do?
o What SPECIFIC action can they enunciate?
o When does the material tell you to do it by?
Your job is not to answer every question.
Nor is it to close the sale.
The purpose of the material you produce is to generate greater interest by spreading the idea to the segment that it applies to OR, as we have said many times before:
TO BUILD TRUST!
You may not get this right the first time out, nor will you gain instant trust, but you will start the journey to earning the right to speak with your audience.
And that’s worth its weight in gold