3 Vital R' s
Right Audience Who are your customers? What are their neglected needs? What are their intra-personal scripts? Where are they? What are their communication seeking behaviors? What is their worldview? What captures their imagination? What engages their emotions? Why do they do what they do?
Right Communication Tools What tools are available and accessible to them? What medium of language can best connect to them? What multi-media tools match their communication seeking behavior using the channels available to them
Right Message What message can be best positioned to meet their dominant neglected needs? Is this message emotionally engaging so as to influence customer loyalty? Have we truly listened to their neglected need? Or, have we just heard ourselves