By: Pete Turck

I wanted to use my "inaugural blogs", so to speak, to more clearly define the influencing factors that drove me to use the unique business model that we have at Turck Strategic Communication.  The strategies we use are all based around one key premise: human-to-human communication. . 

While from a business perspective, target audience analysis and segmentation is essential, we intend to provide a greater personal connection to individuals within targeted groups.  Lose sight of the "human-to-human" communication perspective and I can almost guarantee that your messaging will be muted and lack the appropriate perspective you need to deliver a precise and compelling message.  It's this idea of human-to-human communication that provides us with the basis by which we drive our solutions in all our capability areas, not just marketing communication.  Let's take business development for an example and your RFP response.   Your proposal is a communications document that tells your story to specific key individuals on selection boards, influencers, users etc.  What do you know about these people? What are their biases?  What do you want to tell them about you - what's your secret sauce? What do you want to tell them about your competition (ghosting themes)? 

While the principles of capture, bid and proposal development are unchanged, we frequently lose perspective on the communication dynamic - you're not talking to the "selection board" or their "influencers" you're talking to individuals with uniquely different perspectives and biases.  Failure to take the time and to understand the human-to-human communication dimension will significantly reduce your chances of success in any business proposal.  

While marketing communication and capture bid and proposal principles are the same for us as for any best practice vendor it's our perspective that is fundamentally different. I look forward to any feedback you may have. 

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