It’s become so easy to communicate these days – primarily thanks to the Internet and the various mobile devices that have made it accessible from anywhere, at any time. What’s so hard about just typing a Tweet and publishing it for all your followers to see, sending an email via Google, or using a special service provider like RingCentral to send an internet fax to potential clients? But the thing is that, as easy as communication seems right now, it’s become more challenging than ever because nearly everyone has something to say, and they can all share it with the world with hardly any effort.
This is (or at least, it should be) quite worrying for businesses who wish to market their brand effectively. With so many voices clamoring for attention all at the same time, how can you get your audience to actually sit up and pay attention to you?
The simple answer is that you have to remember the following communications essentials.
Distill the message
Before you or any other person in your company reaches out to the customers, you need to make sure that your brand message is as clear as crystal. That way, you can avoid the risk of confusing your contacts with statements that have different or conflicting implications. Make sure that you can describe your brand, as well as your products and services, in easily – without having to think about it too long. You must also ensure that that statement clearly expresses the uniqueness of your brand and the benefits the customers can get out of it.
Keep your statements simple
This is somewhat related to distilling your brand message. Just as important as the clarification of your brand image is the effective expression of your brand’s unique proposition. In order to do that, you have to completely avoid jargon. As tempting as it is to try and impress your audience with big, complicated words and long sentences, it’s probably something that can actually chase people away. With so many things to do, people these days don’t want to waste time deciphering the complexities of overblown marketing copy. So keep it simple.
Few things can get a customer excited they way a sense of activity does. This is why a lot of marketing copy is written in direct, active voice. Customers aren’t helped by your brand; your brand helps customers. It also helps if you avoid descriptive words (adjectives and adverbs) in favor of words that convey action. The more active your business seems, the more likely the customers will believe that you are the right choice for them. Why? It’s because you project an image of being able to spring into immediate action whenever they need help in solving their problems.
Everyone is selling something to everybody else, which is why normal marketing efforts tend to drive people away. In order to make your brand message stick, your business needs to be less of a faceless entity and more of a familiar friend. Stop grandstanding and start sharing. One of the most effective ways to do this is to tell stories about the people you’ve helped with your company. This shows that you care about your customers, and not just your profits. Take the time to listen to problems and address them in your marketing efforts. That way, you can have a better connection with clients.