We digress from accounting today to look at another critical business skill — communication. Today we’re going to dive into how to deeply connect with your clients and prospects and with greater clarity.
2020 has brought us a whole new world of communication, in priorities and style. Many of our clients have SHINED in this shift; others, not so much.
How Businesses Can Communicate More Effectively In This “New Normal”
“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes and having fun.” -Mary Lou Cook
I’ll be honest… the buzz phrase “new normal” is starting to lose its edge and feel a bit clichéd. The playing field has shifted under our feet and keeps moving…
So, what can we do about this?
Before we dive in, I should state: I’m not a marketing guru. I partner with my clients to give them the confidence to make operational decisions based on sound financial knowledge, paired with effective tax strategies. But as an entrepreneur myself, I’ve had to learn to stand out and shift my communication style.
One of the best ways I know to do that is writing to connect more deeply with the people I want to serve.
How do we replicate that?
1) Share Yourself
Chances are, you’re not the only person doing what you do. Right?
If you have a specific experience that relates to what you’re offering, share it. Believe it or not, this can have a significant impact on people and generates trust. People get immersed in your story because they enjoy engaging in your authentic experience. People feel connected and as though they know you, not just your products or services. It builds relationships. The internet has torn down the false wall of impersonality—the pathway to profit lies behind it.
Further, here in 2020, trust is at a massive deficit. But when you share more of yourself, you signal that you’re worthy of it.
2) “What’s In It For Me?”
The “WIIFM” question is one you should answer as quickly as possible in any marketing piece. Content that rambles on and on loses clarity and also loses the reader’s interest. Readers who lose interest, don’t act.
Not only should your WIIFM be crystal clear, but you should state it as early in your content as possible. That way, people will know why they should keep investing their time reading ASAP.
3) Be Conversational
Write like you talk. Don’t fluff it up or add a bunch of jargon. You’re having a person-to-person conversation — just over the internet, or through a piece of mail.
Use slang. Start your sentences with “and” or “because” if it sounds natural to you. Avoid acronyms and be conscious of your audience. Just because you use specific terms or acronyms all day, every day doesn’t mean others will understand it.
And, most importantly, put your passion and spirit behind your words!
4) Let It Sit
Before you publish or send out your content, let it sit for a day or two. Then, come back. Review it one more time before you hit publish. Often, the second time around, you’ll pick up on things you missed in your first review. Whether its grammatical mistakes (though these aren’t always critical), typos, or fantastic additional information, likely, you will make your content even better.
5) Show Your Credibility
There are so many people on the internet giving advice; it’s hard to know who’s right or has the best information. Have you helped 1,000+ people solve this specific problem? Make sure you drop that into your piece. Have you been featured on Fox and CNN? Make sure that’s plastered all over your website. Have you accomplished what you’re teaching, in spades? HUMBLE BRAG… Insert here!
Answer the questions of, “Why should I trust or listen to you?” before you ask your readers to take your word on something.
Here’s the bottom line for communicating in this “new normal”: if you write in a way that connects with your readers, you’ll increase internet traffic, generate responses, boost loyalty, get stronger referrals, and ultimately more sales. (Hooray!)
So write. Write and connect with your prospects and established customers. You’ll find it rewarding for your business and your network.
Our articles usually relate to business strategy, but we enjoyed digressing in marketing and communications today. We specialize in tax preparation and planning for individuals and business owners. We’d love to chat about how your business has changed this year and what it means for your tax strategy. Contact us today.