Communication that counts: How to ensure your customers are picking up what you’re putting down
When it comes to communicating with your audience, it’s important to ensure that what you’re saying is clear, concise, and understandable. With so much noise in your customers newsfeeds today, it’s easy to get lost. So, you need to communicate in a way which will not only grab their attention, but convey your message effectively.
Here are our top 5 tips for better communication in your business:
1. First, understand who you are speaking to
In order to get the attention of your audience, you must first understand them. Without them, you don’t have a business, so you must speak with them in mind. And in order to do this, you need to do your research!
The first step in understanding your audience is to gather information on your existing clients, and look for similarities. You’ll want to think about information such as age, gender, location, career, and buying behaviours. Your message should speak to this group of people first. Find clarity around their online behaviours, preferred social media platforms, and how they respond to different types of content, and you will find clarity on how you should communicate to them.
2. Show up on the right platforms
Now that your research is underway, it’s time to think about where you can find your audience online. Are they regularly scrolling Facebook? Uploading their latest selfie to Instagram? Do they prefer the professionalism of LinkedIn? Or are they up late at night watching funny cat videos on Youtube? Wherever they are, your efforts should be focussed primarily on their preferred platform.
You should then think about the following questions:
Do they value free downloads? Would they benefit from information sessions and webinars?
How can I encourage them to visit my landing page or webpage?
Are they likely to find my business through advertising or Google searches?
Your answers to these questions will help you to understand and establish where and how you should spend your time and energy communicating online.
3. Speak to solve a problem, and offer a solution
Instead of speaking to sell, speak to spark a feeling of trust, credibility, and understanding with your audience. A person who feels as if you are speaking directly to them is more likely to make a purchase with you, so speak to offer a solution to their unique problems.
There’s enough blatant advertising out there already, but by understanding your audience and what keeps them up at night, you can communicate in a more effective and personable way. The AIDA model can help you to achieve this. It stands for Attention, Interest, Desire, and Action. This model helps to ensure your communications grab the reader’s attention, and provide a clear and compelling call to action. You can find out more about the model here.
4. Don’t use complex jargon
Contrary to popular belief, using complex phrasing and words won’t make you appear smarter and more credible. In order to connect with your audience, you need to speak their language. Think of the types of phrases or wording they would use to describe themselves and their current problem? If you can meet them on their level, they’ll stop scrolling and take notice.
5. Think about your end goal
Before you write your next piece of content, email, or advertisement, think about the end goal. What are you trying to accomplish with your message? Is it to offer a discount, persuade a potential customer to buy from you, or to establish credibility? If you don’t understand the reason behind your communication, your audience won’t either. Before you hit the “Publish” button, step into the shoes of your audience and ensure your messaging hits the mark.
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