Best Communications have Customer in Mind
Written by Shirley Lichti, for The Record, Oct. 2, 1999
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Marketing is nothing more than communication. But as we all know, some companies communicate much more effectively than others.
If you want to improve the quality of your marketing communications, think about your customers before you design your next advertisement, direct mail campaign, or sales promotion. What are they like? What is important to them? What do they value?
Chances are you will realize your customers share the following traits - traits you cannot afford to overlook when you want to communicate with them.
Customers are busy
Your customers are much busier today than ever before. For your communications to work, you have to get to the point. Quickly. Good copy helps you do this.
Good copy has three essential qualities: it is simple to read and understand, loaded with benefits, and is believable.
Even if you can't afford to hire a professional copywriter, you can still produce reasonable copy. Get friends or neighbours to review your draft communications for 30 seconds. Then, ask them what the main messages are and why they should buy your product or service.
If they can't answer these questions, consider some of the tips at the end of this article to rework your communications.
More demanding
Your customers are more demanding. They know more, expect more, and have become very sophisticated in their approach to buying goods or services.
Today's customers are very aware of the multitude of choices available to them. If your company is not willing to tailor solutions specifically to their needs, experience has taught them that another company will leap at the opportunity to satisfy their demands.
Even though they are busy and faced with competitive alternatives, they want to be educated about your company's offerings and expertise.
Bear in mind, customers think they have heard it all before. It is highly unlikely you will be telling them anything new. So concentrate on finding credible ways to communicate your message. Data from studies, consumer reports, or testimonials from existing customers will help you add credibility.
Value Conscious
Your customers are more value conscious. So you need to view marketing as the process of defining, developing and delivering value. This means identifying and analysing customer needs, then translating that information into requirements for creating satisfied customers.
Marketing communications that build brand equity, build value for customers. For example, BMW doesn't sell cars, it sells the ultimate driving machine. Kodak doesn't sell film, it sells memories.
Likewise, a Cross pen and pencil set has value because the company has built brand equity, promoting the product's durability, permanence, lifetime guarantee, and overall quality.
Companies that are committed to building value can often charge more for their products and services. The resulting profits are a measure of the value delivered, the reward for creating satisfied customers.
Media Saturated
Your customers are media saturated. Depending which statistics you believe, your customers are exposed to anywhere from 600 to 6,000 advertising messages a day.
So you will have to command attention. For example, if you are creating a print ad, make your headline stand out. Choose a compelling graphic image. Use colour.
Cultivate involvement wherever possible. Establish a dialogue with customers. The more you get people involved in the communication process, the more responsive they will be.
Self-Oriented
Your customers are more self-oriented than ever before. They don't care about your latest technical breakthrough, product feature, or service option. Their concern is 'What's In It For Me?'
Think about the message you want to communicate and then translate it into benefits your customers value. Effective communications focus on the customer. Remember, people don't buy products or services, they buy benefits.
Because customers are much more self-oriented, 'you' is a very powerful word. If you take the time to evaluate good direct mail pieces, you'll find that the ones that work best include liberal use of the word 'you.' It makes communication personal. And when something becomes personal, it becomes important.
Finally, remember that communication extends beyond business cards, ads, brochures, newsletters and direct mail.
Think about it. How are customers greeted by your receptionist? What message does your voicemail leave? Does your email have spelling mistakes or grammatical errors?
Indeed, marketing is nothing more than communication. But good marketing communication programs aren't created overnight so don't expect overnight results. Communication is a process that builds long term relationships.
Tips for Writing Better Copy
If you want to improve the quality of your marketing communications, think about your customers before you design your next advertisement, direct mail campaign, or sales promotion. What are they like? What is important to them? What do they value?
Chances are you will realize your customers share the following traits - traits you cannot afford to overlook when you want to communicate with them.
Customers are busy
Your customers are much busier today than ever before. For your communications to work, you have to get to the point. Quickly. Good copy helps you do this.
Good copy has three essential qualities: it is simple to read and understand, loaded with benefits, and is believable.
Even if you can't afford to hire a professional copywriter, you can still produce reasonable copy. Get friends or neighbours to review your draft communications for 30 seconds. Then, ask them what the main messages are and why they should buy your product or service.
If they can't answer these questions, consider some of the tips at the end of this article to rework your communications.
More demanding
Your customers are more demanding. They know more, expect more, and have become very sophisticated in their approach to buying goods or services.
Today's customers are very aware of the multitude of choices available to them. If your company is not willing to tailor solutions specifically to their needs, experience has taught them that another company will leap at the opportunity to satisfy their demands.
Even though they are busy and faced with competitive alternatives, they want to be educated about your company's offerings and expertise.
Bear in mind, customers think they have heard it all before. It is highly unlikely you will be telling them anything new. So concentrate on finding credible ways to communicate your message. Data from studies, consumer reports, or testimonials from existing customers will help you add credibility.
Value Conscious
Your customers are more value conscious. So you need to view marketing as the process of defining, developing and delivering value. This means identifying and analysing customer needs, then translating that information into requirements for creating satisfied customers.
Marketing communications that build brand equity, build value for customers. For example, BMW doesn't sell cars, it sells the ultimate driving machine. Kodak doesn't sell film, it sells memories.
Likewise, a Cross pen and pencil set has value because the company has built brand equity, promoting the product's durability, permanence, lifetime guarantee, and overall quality.
Companies that are committed to building value can often charge more for their products and services. The resulting profits are a measure of the value delivered, the reward for creating satisfied customers.
Media Saturated
Your customers are media saturated. Depending which statistics you believe, your customers are exposed to anywhere from 600 to 6,000 advertising messages a day.
So you will have to command attention. For example, if you are creating a print ad, make your headline stand out. Choose a compelling graphic image. Use colour.
Cultivate involvement wherever possible. Establish a dialogue with customers. The more you get people involved in the communication process, the more responsive they will be.
Self-Oriented
Your customers are more self-oriented than ever before. They don't care about your latest technical breakthrough, product feature, or service option. Their concern is 'What's In It For Me?'
Think about the message you want to communicate and then translate it into benefits your customers value. Effective communications focus on the customer. Remember, people don't buy products or services, they buy benefits.
Because customers are much more self-oriented, 'you' is a very powerful word. If you take the time to evaluate good direct mail pieces, you'll find that the ones that work best include liberal use of the word 'you.' It makes communication personal. And when something becomes personal, it becomes important.
Finally, remember that communication extends beyond business cards, ads, brochures, newsletters and direct mail.
Think about it. How are customers greeted by your receptionist? What message does your voicemail leave? Does your email have spelling mistakes or grammatical errors?
Indeed, marketing is nothing more than communication. But good marketing communication programs aren't created overnight so don't expect overnight results. Communication is a process that builds long term relationships.
Tips for Writing Better Copy
- Keep sentences short.
- Put your strongest selling points up front.
- Use simple, direct language. Write the way you talk.
- Use the active verb tense.
- Be specific.
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