As Publisher of Realty Times, my work, and that of the Realty Times Team, revolves around getting to the point - your point - as we explore every dimension of real estate useful to our subscribers. In this context, PJ Wade's new business ebook What's Your Point? Cut The Crap, Hit The Mark & Stick!, published by Catapult Publishing, drove home to me the importance of professionals fully understanding the who they want to make their point with and why their point must represent relevant benefits to target prospects and clients.
Among the many powerfully simple but commonly overlooked points that Wade shares about effective business communication is the one which also explains the title. According to futurist and strategist PJ Wade, "What's Your Point? - the pivotal 21st-Century business question - must be answered before you open your mouth, hit a key, or tap anything. Too often 'Your Point' is not clear to you, and communication remains an expensive illusion."
Wade, also known as "The Catalyst," has written thought-provoking trend analysis for her RT column "Decisions & Communities" for more than a decade. What's Your Point? further confirms Wade's forward-thinking expertise and her on-point ability to explain technical, even non-verbal, communication details in practical, understandable terms. An experienced online content developer, Wade stresses the "online & off" context to emphasize that what we communicate and how matter more than the medium or method involved. When emphasis shifts to the message - making your point - integrating social media and online efforts into sales, marketing, service delivery, and communication in general takes on new clarity and purpose. In this ebook, Wade applied her wide-ranging communication expertise and knowledge to encourage professionals, across industries and sectors, to purge and merge their 20th and 21st Century communication knowledge and expertise.
What's Your Point? guides experienced entrepreneurs, business owners, executives, and professionals through three essential communication steps - cut the crap, hit the mark & stick - and four commonly under-estimated context-driven communication mistakes. Wade takes "out of the box" thinking to a new height - which readers discover how to call on at will for their clients. This innovation-fostering insight contrasts with revelations about the devastating effects of ageism - too young and too old - on productivity and profit, as well as on the employees, executives, and clients who are both perpetrators and recipients of ageism, often without realizing this marketing oversight.
By deconstructing common communication mistakes, like not understanding exactly why clients choose you, Wade continually surprises readers by revealing simple, actionable approaches for ensuring consistently on-point marketing and communication. Wade's emphasis on the Communication Edge, which she defines as "the point of contact and depth of connection with prospects and clients," provides a fresh, modern context for innovation and effective persuasion.
Wade stresses this comprehensive ebook is not "Communication 101" but a resource for experienced executives, entrepreneurs, advisors, and other professionals who may not have received as much formal training in communication as they have in their own field. This perspective makes What's Your Point? a refreshingly insightful, stimulating resource for those who don't need introductory 'how tos,' but who are intent on honing communication, online and off, with their target market in a start-up venture, succession exit, or shift into new markets, services, or media. PJ has created a unique digital resource with easily-navigated access to the wide range of communication topics essential to function at the speed of 21st-Century business. This practicality is combined with in-depth analysis of game-changing, often-overlooked concepts and perspectives vital to effective business communication, "online & off."
Visit Catapult Publishing's online bookstore to buy your copy of What's Your Point? Cut The Crap, Hit The Mark & Stick!
