Wouldn’t it be great if you talked about your business and got this enthusiastic response? Want to test your effectiveness? Here’s an interesting exercise. Ask any five people who are familiar with your business and ask them to explain what you do. Chances are you’ll get five different answers. Why is that?
Because most of us can’t communicate the value we bring to others to save our lives. It’s so easy for us to explain our process, the price of our services, the products we’ve created and so on. But ask us to clearly explain what we actually do to enhance or improve the lives of others and we fall short. Our message seems to be all over the place.
That’s a problem. When you are talking about your business in a way that is scattered and lacks focus, you miss out on opportunities. Communication with your target audiences should have the same look, tone and message of your brand. Consistency is key.
Competition among brands is stiff, and both existing and potential customers are drowning in decision-making information. Statistics show that when presented with a message only 39 percent felt they got it. That’s a gap of 46 percent! Which means, nearly half of them didn’t get it. So, how do you improve on those odds?
Let’s focus on consistency. Think about all of your communications. I’m talking about advertising, printed materials, public relations, websites, social media, staff and more. If a consumer saw your ad, visited your website or opened your direct mail, would they know it was your company? It’s really easy for you and your company to get caught up in creating brochures, buying ads and posting on Facebook with no consistent message. That’s a dangerous, and often expensive, trap. Without a plan, you’re just winging it. Taking time to develop an integrated marketing communications plan, and then sticking to it, is crucial to getting a leg up on the competition.
For more on how to get started creating a message that will increase you circle of influence and your bottom line, please access my free video training: Magnify Your Circle of Influence.
As a Strategic Communications Consultant, Mary Jane McKittrick is a messaging expert who specializes in the art of the pitch. Mary Jane skillfully works with business professionals to craft engaging, effective messaging that gets results. Mary Jane is a former TV News Anchor, Reporter, and Producer for 3 network affiliate stations. She has worked behind the camera in Entertainment TV, and as an on-camera host of 2 nationally syndicated TV shows. Ms. McKittrick was in charge of overseeing communications for 5 statewide offices while serving as Director of Corporate Communications for a large healthcare company in North Carolina.