Eugene Yiga

Email: hello [at] eugeneyiga [dot] com

“The great enemy of clear language is insincerity. When there is a gap between one’s real and one’s declared aims, one turns as it were instinctively to long words and exhausted idioms, like a cuttlefish spurting out ink.” – George Orwell

Effective communication is the key to success. Given that we interact with people in almost all areas of our lives, it couldn’t be otherwise. Unfortunately, many of us are failing miserably and clearly need help. Specifically, we need to ask and answer three essential questions:

1. Who do I need to communicate with?

In a highly fragmented and increasingly complex marketplace, you can’t talk to everyone. Instead, you need to specifically define your target customer or ideal client. The services I provide to help include:

• Market Research

In my role as Knowledge Manager at the research and development centre of a global market research firm, I provided project design and analytical support for studies conducted in over 30 countries worldwide. Working together, we’ll start by clearly defining your market and getting a solid understanding of its needs. That means no more wasting your time or money offering the wrong things to the wrong people.

2. How should I communicate with them?

We’ve all noticed how our voice changes to ‘fit’ the person we’re communicating with. That’s why the next step in the process is to determine what tone is best for your chosen group. The services I provide to help include:

• Brand Strategy

One of the topics I discussed in my 2010 research paper on building powerful brands is the importance of defining who you are. Working together, we’ll uncover what makes your offering unique as well as how best to position yourself in the minds of your target audience (be they clients, customers, or staff). In our increasingly commoditised marketplace, where products and services can be replicated twice as fast at half the price, your survival depends on it.

3. What should I say?

We live in the (too much) information age. Your target audience will quickly tune out if you’re presenting them with sloppy and ineffective content, even if your offering is exactly what they need. The services I provide to help include writing, editing, and proofreading:

• Articles and Whitepapers (ghost-written for publication in your industry’s trade magazines)
• Web Content (including static pages, company profiles, and blog posts, all of which are promoted via social media)
• Brochures, Sales Letters, and Press Releases
• Newsletters and Emails
• Annual Reports

One of the topics I discussed in my 2011 research paper on creating successful advertising is the importance of maintaining a consistent ‘voice’ across all media. Working together, we’ll ensure that all forms of communication are specifically matched to your target audience and consistently represent your brand in the best possible light.

Testimonials

After being selected as one of the first guest bloggers for the World Advertising Research Centre, I published almost 20 articles (one of which won a Synovate Thought Leader Award) before publishing the two research papers mentioned above. I’ve received countless emails and messages of positive feedback, including the following:

“I have really enjoyed reading your blog entries. I feel a strong personal connection to the message.”

“You are so articulate.”

“I must say, you are a very good writer. It looks like you have put in LOADS of work. Good job!”

“You have an excellent mind and easy style of writing.”

“I really feel you have set a standard that will inspire other writers.”

“You really have an awesome talent and have definitely unwrapped your gift.”

“If there’s one thing for sure, keep writing! This world needs excellent jou alism like yours.”

“You write very well and I definitely appreciate the things you speak about here.”

“It’s quite amazing that you write so well. I’m impressed. It’s quite inspiring.”

“You’re doing good things. Good things will happen for you.”

“It’s refreshing to read the work of someone who transfers their views so effectively.”

“Your blog keeps getting better and better!”

“It’s always good to read good writing and you do produce very good writing!”

“Your writing style is fresh, fun and energetic.”

“Thank you so much for all the effort and really taking time to create a work of art.”

“Your writing style is wonderfully clean.”

“Thanks very much for your labour of love.”

“A joy to read.”

“These insights are priceless! I also have the utmost respect for you and your writings.”

Categories

My unusual background has given me a broad ability in different fields. These include:

• Personal development (like this)
• Lifestyle (including restaurants)
• Travel (like this and this and this)
• Entertainment (including movies, music, and theatre)
• Marketing (like this and these)
• Media
• Culture
• Current affairs (like this)

Contact

“My method is to take the utmost trouble to find the right thing to say and then to say it with the utmost levity.” – George Be ard Shaw

Ultimately, my goal is to help you communicate the right message to the right people in the right way. By creating content that achieves the desired results, you make more money. And by focusing on the core needs of your business instead of writing content that doesn’t work, you save more time. Who wouldn’t want that?

To discuss your needs in more detail, please email hello [at] eugeneyiga [dot] com.