As a parent - or as a child - you know what it feels like to speak and not be heard. It's as though you are speaking in an obscure foreign language. And, raising your voice doesn't seem to improve their understanding. It only increases your level of frustration.

Business is all about communication. Although we have been doing business for thousands of years, the ways in which we communicate have changed radically. We began with face to face conversations. The invention of writing allowed us to communicate at a distance. With the development of electrical signals came the telegraph, telephone, fax machine and computer. Computer begat email, email begat instant messaging and handheld devices have carried the concept far and wide. Now we can send and receive email, documents, pictures and tweets anywhere we can get a wireless signal. Some say that's progress.

What is clear is that communication is easier (read faster) and marketing is more difficult. Why? Because there is so much information available that it's hard to penetrate the clutter. Sure, you can be friends on Facebook, but does anyone have anything meaningful to say? If you have something meaningful to say then how can you get the message across?

The Iranians recently used Twitter, texting and Facebook to organize their resistance to the State's handling of the presidential election. They realized that brief, instant communication would mobilize the resistance. In an earlier generation it might have been faxes or the telephone. Even earlier, it would have been printed leaflets and word of mouth. But, it would have always been relevant communication.

Marketing is a similar battle. The challenge is finding a communication tool that works and a message that resonates. With the rapid advancements in communication we are living in a world in transition. The oldest generation is just barely getting used to email, the boomers are used to email and beginning to get used to Facebook and Twitter, and the youngest generations see email as ancient technology, just too slow. If your customers (and referral sources) span these generations and technologies then there is no one way to communicate effectively with all of them. You need to adapt your marketing message to their communication style.

If you communicate effectively, in a language they understand, you will be heard.

When was the last time you updated your marketing plan? Like a business plan, should be a living document and serve as a road map. It was based on the conditions you saw when you wrote it. It's not designed to give you turn by turn directions like a GPS device.

Look at your marketing plan quarterly. Determine what's working and what's not. Re-allocate money in the marketing budget to the areas that are returning the best results. Think about all the possibilities but choose those that should provide the greatest return on your investment.

Beware the "marketing expert" who promises you the world. Ask if you can speak to one of his customers who has seen a significant return on his investment. Find out what the facts are before you invest.

In a recent study it was found that people change almost half of their friends over a seven year period. As you've probably noticed, your interests, neighborhoods and workplaces change over time. You find you have less in common with some and more in common with others. It's not your fault, it just happens. (You weren't dumped, you just grew apart.)

The same holds true for your networks. By accepting this fact you can stop wasting time trying to hang on to old relationships that are no longer aligned and invest your time in building productive new relationships.