I loved what I call my Dad’s southernisms – those colorful sayings that nail what you’re trying to communicate.

One of his favorites was –

“Even a blind hog picks up an acorn every now and then.”

We all appreciate blind luck, but that’s not the best method for developing your business communication plan.

In Part 3 of a 10-part series, we explore ways for defining your business communication objectives.

Setting Your Sights on Objectives

We all share something with that blind hog – we like to eat.

• In this hog eat hog world, we better have a plan for survival
• Sure, we might stumble over the occasional client every now and then
• But without a plan, we get lost in a parcel of hogs

Did you have a communication plan for this year? If so, what worked? What didn’t?

The great thing about plans is you can always change them.

So, let’s get started by answering some questions.

1. Does your business have the kind of visibility you’d like?
2. Do you have a definite brand for your business?
3. Do you need to change your business’ image?
4. Do customers understand what your business offers?
5. What is the feedback you received from customers?
6. Will you be launching new products or services?
7. What makes your business different from your top competitor(s)?
8. Did you meet sales objectives?

That’s a pretty good list to get started.

No need to go hog wild.

Defining the Need

Nothing gets a hog moving faster than the need for food. Until it learns the path to food, a blind hog wanders aimlessly.

Business communication objectives define where you are going.

We’ll talk later in the series about how you get there.

Sample Business Communication Objectives

Using the answers from the above list of questions, you have the tools for defining your objectives.

Here are a few possibilities.

• Increase online visibility
• Create brand awareness
• Shift public perception
• Provide consumer education
• Provoke thought leadership
• Create lead generation

A technique you have probably heard over and over is the SMART technique for setting objectives.

The fact that it has been around so long is a testament to its credibility. Apply the technique for meaningful objectives.

• S = specific
• M = measurable
• A = attainable
• R = realistic
• T = time-bound

We’ll cover more of the technique in future posts in the series; however, an example of a Specific (and Measurable) objective is Increase leads by 10 percent.

Living High Off the Hog

In Part 1, you created your vision statement.

Part 2 identified your killer client.

• Now, you have your business communication objectives for the new year
• Stay tuned as we get down to the nitty-gritty

You’ll be in hog heaven.

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This is Part 3 in a 10-part series for developing a business communication plan. I would love to have your feedback. Please share those in Comments.

Follow-up Posts in Series

Part 4 – Busting 3 Budget Myths for Your Business Communication Plan

Part 5 – Are Your Business Communication Vehicles Driving You?

Part 6 – A Control Freak Guide to Business Communication Roles & Responsibilities

Part 7 – Does Your Message Stink From the Headline Down?

Part 8 – 3 Chopped Lessons for Your Business Communication Timeline

Part 9 – Is Your Hamster Wheel Business Communication Getting You Nowhere?

Part 10 – Do You Have Your Business Communication on Autopilot?

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