Screw-up#8We Didn't Communicate What We Were Doing

Television commercials. Thirty very structured seconds which follow the time-tested AIDA (Attention, Interest, Desire, and Action) marketing principle. As irritating as some commercials may be, commercials are effective in promoting awareness about a product or service and are a proven method of getting you to buy what the advertiser is selling.

So what do commercials have to do with how you communicate your project? A good communication plan is very similar to a good commercial in the following ways:

  • The communication is targeted to a specific audience
  • The communication gets your attention
  • The communication is embedded into something that the audience is already engaged in
  • The communication ...

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