Create the kind of messages that signal your intentions.

We start with a dynamic process to discover the vocabulary unique to your business.  At public relation agencies that’s called a braining storming session.  They ‘re energyzing, they ‘re challenging and they get your there.  It’s like clearing out the organizational closet, editing, refining and updating the inventory of key words and phrases.

For example, I helped Instinet a leading institutional stock trading company identify the right words needed for marketing materials to launch a retail brokerage business. They succeeded in signing up a record number of first time individual investors. But they almost got it wrong. Why? The company was about to speak to the new customers in the the same old way - as if they were institutional investors.

That’s how you turn information into communications.  Information is generic but communication is the verbal content that identifies you to audiences.