Communication seems to be one of those things you’re either good at or you’re not. No matter what form of commu­ni­ca­tion you use every­one seems to read and hear things differ­ent. They place their own spin on the topic, even allow­ing emotions to have a say in the mean­ing they gather.  

I think you would agree that some­times just pick­ing up the phone and talk­ing some­thing out turns out to be the best alter­na­tive in the long run. Other times, a meet­ing in person seems to build a rela­tion­ship better than you could ever antic­i­pate. But, in our busi­nesses, it can be argued the most impor­tant commu­ni­ca­tion we have is print. 

I got to think­ing about commu­ni­ca­tion while at the US Postal Service National Postal Forum a couple weeks ago in San Antonio, TX. I had the oppor­tu­nity to meet and work with some of the movers and shak­ers in the mail­ing indus­try. You hear a lot these days that everyone’s trying to be trans­par­ent in their busi­nesses, and I saw a lot of that at the forum this year.  

The over­all message the post office gave me at the forum was their intent to make the phys­i­cal mail piece tie into the digi­tal age. At one of the sessions, they took three indi­vid­u­als from three differ­ent age groups, and with the use of science proved that the phys­i­cal mail piece had far more mean­ing­ful impact than that of strictly digi­tal content.  Especially in reten­tion of the prod­uct. This was true even for the millen­nial they chose to partic­i­pate in the test.

Over the next few weeks, you will most likely see a lot of commu­ni­ca­tion to do with the post office’s program called Informed Delivery. If you would like to see what all the hoopla is about, check out their web page at https://​informed​de​liv​ery​.usps​.com  and watch for more commu­ni­ca­tion from us as we work to roll this out as a tool for your busi­nesses.