Less is More

Cutting Through the Clutter in Today’s Crowded Communication Environment

Anthony Juliano

Indiana Statewide Association of RECsMarketing, Member Services & Communicators Spring Meeting

April 15, 2010

Hi!

Are you overwhelmed?

How do you get them interested*?

*(or at least a little more interested)

Today’s communication

environment

Less is more

“The timeline is expedited, but not present.”

“I need it soon, but not today.”

“I need it by 5 p.m. next Friday.”

The basics–and why they’re not so basic

Sender has an idea

Sender encodes message

Message travels across a channel

Recipient decodes message

Recipient providesfeedback

What prevents good communication?

Imprecise language Different frames of reference Lack of skill Distractions

Clutter andfragmentation

You see > 3,000

ads every day

And then there are those other “channels”

THIS IS A TEST

If werea country, it would be larger than…

A. U.S.B. JapanC. MexicoD. All of the aboveE. I’m sorry, but could you repeat the question? I was just

updating my status.

If werea country, it would be larger than…

D. All of the above

Largest countries in the world

1. People's Republic of China - 1.3 billion2. India - 1.3 billionFacebook - >400 million reg. members3. United States - 307 millionRussia - 143 millionJapan - 128 millionMexico - 108 million

Web 2.0 is revolutionizing our expectations

What’s the most interesting topic in the world to you?

You.

The keys to effective

communication

Always begin with two things in

mind…

Who’s your audience?

What’s your purpose?

Use the right channel

Leaders praise in public,

criticize in private,

and they never fire employees via text message

Anticipate questions and limit

back-and-forth

Be both precise AND concise

Focus on the task at hand

Plan

The Lost Dog

Please help us find out dear dog Spike!

He ran away from home (413 Main Street)

last Monday at approximately 5 p.m. He

was last seen in our backyard by our

daughter Julie.

Spike is a three-year old golden retriever.

He wears a red collar with a fire-hydrant-

shaped name tag hanging from it. Spike

is very friendly and will respond if you

call him by name. He also may bark if you

approach him. Don’t worry, though—his

bark is much worse than his bite.

If you find Spike, please call (260) 555-

1212 and ask for Janet or Joe. We also

have an answering machine if you’d like

to leave a message. Because Spike

means so much to us, we’re offering a

$50 reward to whoever finds him. Thank

you for reading this!

LOST DOG - “SPIKE”

$50 REWARD – (260) 555-1212

Questions?

Thanks!ajjuliano@gmail.com

(260) 615.3426

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