Communication Is The Economy

Patrick McFadden • July 12, 2013

Your  digital channel is a place where communication is the core ingredient but it is not enough. While content is king and marketing is queen, it isn’t enough either. You need more than this if you want to produce the best possible results. Let me explain.

If you have been reading my blog then you’ve been informed about how   communication  (which in the end is what this digital era and media is all about) is not just a sector of the economy. Communication is the economy.

You’ve also been informed that you need to create remarkable content. Content that focuses on the problems and desires of your prospects and that is worth making a remark about. Additionally, promoting that content through social media channels and marketing it effectively.

While communication, content, and marketing are all important ingredients, it’s still not enough for a successful recipe. The missing ingredient in most digital channels is a commitment to engagement . Without this ingredient your digital channel will not produce the best possible results and even worse, can become as stale as last month’s bread.

Here are four powerful ways to include that missing ingredient (engagement) in your digital channel:

  1. Welcome and Respond to Comments.  Every business has a unique situation, so you need to consider your blog comments options carefully. If you do decide to go with this option, then at the end of your blog post, always ask the reader to leave a comment. It’s like telling someone a story and then saying, “Well, what do you think?” Also while building your blog community, you should  respond to every blog comment . It shows people that you are paying attention and that you respect your community.
  2. Develop Repeatable Campaigns. Take advantage of being able to segment your audience’s attention with a unique hashtag dedicated to a specific campaign and stay consistent. For example: #FeedbackFridays, could be where every Friday you pose a question/idea to your customers.
  3. Let Your Customers Ask Questions. Use  https://www.speakpipe.com/  to give your customers and visitors an opportunity to leave voice messages right from a browser. You could answer them for an upcoming radio show, on your podcast, blog or YouTube channel.
  4. Be Part of The Conversation.  Don’t ignore people who take the time to mention  you or your company. Sometimes just acknowledging a tweet, or status update can make someone’s day—potentially making that person loyal to your brand for a lifetime. If you take the time to talk , take the time to listen and respond to complaints, compliments and questions in a timely manner.

Question: Do you have any other ways that you engage?

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Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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