One recent morning in paradise as I sat at my desk, it sounded a lot like a Disney sound-effects studio in my office.

Between the chirps of my laptop fetching e-mails, the bark of my iPhone receiving e-mails and text messages, the pings of my iPad as social media alerts poured in, and the sounds of our inter-office intercom and my landline, it’s no wonder it is sometimes difficult to concentrate.

Yes, I know I can mute everything, and yes I know I can turn things off. But can I really? Do I risk missing an urgent message from a client, my attorney or even my pharmacy tech (thank you CVS for texting me when it’s time for me to pick up my prescription).

Statutes of Limitations

In a world where an e-mail has a 24-hour statute of limitation, an inbox message a 12-hour statute of limitation, and a text message or tweet a three-minute statute of limitation, it’s no wonder you can’t go into a meeting without someone showing you the top of his or her head because they are looking at their phone or tablet (I know they’re doing it, no one can stare at their lap, and make those faces for that long).

It’s not such a bad thing. Basically, a client or customer chooses how to communicate with you and your business. And you need to be sure you are taking advantage of all the outlets available and are using them properly.


For example, when we created a company a few years ago we wanted to talk to our primary target audience, adults 21 or older who had an affinity for a certain product. We asked them how they wanted to be communicated with, and it turned out to be a combination of text messaging, Facebook, Tweets and e-mails. We then went as far as to let them choose how they wanted to be communicated with, what days they wanted to be communicated on, and even what products and locations they wanted to learn about.

In an era of making things as simple as possible to use, we created a mobi site and websites as sign-up portals.

  • We don’t “spam” our users.
  • We don’t sell their information.
  • We simply provide them the information they want (value, product and location), when they want it (they choose the days) in the format they want it (e-mail, text, Facebook, tweet, etc).
  • The results were overwhelming, and right on target to meet our objective.

Now, I’m not saying you need to run out and embrace all that techno weenies such as myself surround themselves with, but I would definitely get a clear understanding of who the center of my client/customer bulls-eye is and how to talk to them in a fashion they prefer.

Sorry, gotta’ run. Someone’s sending me smoke signals.