My wife and I don’t always see eye-to-eye on things. This is not uncommon for any relationship—personal or professional.
She often says, “We just need to communicate better.” Then she likes to joke by saying (sarcastically), “You’re in communications. It’s what you do. Communicate with me!”
I have nothing to say in return because she’s right.
I share this to show that it is often difficult to communicate, to get our message to resonate, to make sure it connects and engages with people—our customers and others who matter to our business.
Many of us send emails, post on Facebook and Twitter, make calls, give presentations, and write blogs. How do we manage the messages we push through these channels?
Do we communicate only because we feel we must? Or, do we take the time to understand our the needs and challenges of our customers so we can craft a message that is hits its target?
I see it a lot. Emails, ads, posts and a slew of other marketing communication tactics from people and businesses that have me scratching my head asking, “What are they trying to say?”
Here are five reasons to take a step back and gain clarity on our message before we send it out to the world.
Clarity Attracts—Confusion Repels
I love this phrase from one of my mentors because it’s true. Let’s first understand what we want. We want to attract the right customers not push them away.
We attract customers by getting very clear on how our products and services can benefit them. What is the problem we’re trying to solve or the pain we’re trying to help ease? Make it about them (not you). If we make it all about ourselves, it looks like all we’re interested in is making a sale. Prospective customers will run.
Let’s be clear on our understanding of the challenge, how we can help solve that problem, and the benefits to those who end up purchasing our products or services.
Solidifies Us as a Leader
When it comes to delivering a clear message, they are watching and listening–they, meaning staff, customers, partners, others who matter to our business. If we don’t have clarity we run the risk of coming across as not knowing what’s going on, out of touch, unable to connect.
When we have a clear message and deliver it with confidence, it helps solidify us as a leader.
Helps Keep Our Team and Partners on the Same Page
A business partner of mine has a great definition of marketing. It’s the external manifestation of internal alignment.
When our internal teams and partners are on the same page, they understand the vision and the direction we’re going. Because they hear our clear and solid message, they are clear about our culture. When they know what to expect, their morale and productivity increase.
If we aren’t communicating internally about why we do what we do, why we value our team and partners, or why our customers need this product the wheels are going to eventually fall off our clever marketing efforts.
Raises Brand Awareness
When we focus on having clarity on our message and then we get that message out consistently through our marketing communication channels, over time our brand awareness increases.
And when our partners and teams are consistently talking about the same message and customers are saying great things because of the positive experience we’re giving them (clarity attracts), our brand awareness inevitably increases.
Ensures We’re Not Coming Across as Salesy
Do you like to be sold to? I know I don’t. When we take the time to gain clarity on our message, and ask ourselves good questions–what problems do we solve, what solutions do we offer, what are their benefits–we come across as helpful, genuine and authentic.
Some of us don’t like sales and marketing. Think of it this way: Sales is serving, marketing is storytelling. Taking the time to gain clarity on our message will help us serve our customers better and tell the stories that help our customers better understand how we can help them.
Are you looking to gain clarity on your message? Download this free resource on Creating Rock Solid Messages.