What does what you say about your business say to your customers? Can they read the writing on the wall? If customers can’t quickly understand just what you are offering them, it’s likely you may never get the chance. No matter what your business is or how big or how small, the way you tell your story is key to success.
We have many ways to share our message.
As business owners, entrepreneurs, leaders and marketers, we have more tools at our disposal than ever before. Social media, the web, email, print, TV and radio all come together to extend our message to a wider and wider audience. The question is, when we reach our target audience, is our message clear… or cryptic?
The RIGHT message answers 5 basic questions – Who, What, When, Why, and How.
- Who are you and what do you stand for. This is the primary reason we have core values and brand messages. Make sure that yours is clearly stated and repeated often.
- What are you offering. It is amazing how often I see an ad or message and there is no clear value statement. If I do not know what you have to offer me then how will I know if I want it?
- “When” comes next. Your when is a call to action. Is this a limited offer? Is there an incentive for acting now? Develop a sense of urgency so I, as your customer, can take you up on your offer. Mediums like electronic retail (the QVC/ShopNBC/HSN networks) and Direct Response (the infomercial crowd) have this down to an art. They clearly state the “who” and the “what” with a compelling ACT NOW messaging strategy. This is the art of timing. Just remember, when you call your customers to action, be sure you are ready to deliver. Otherwise, you just frustrate of confuse them and they will not be listening when you reach out again.
- The why is a two part process. First communicate WHY you have the right product or service for your customer. This is not about you, it is ALL about them. Why is your product better for them? Why is your product different or better than their other alternatives? Why do they want to buy from you right now? Secondly – be sure to keep the promises you made in your Who, What and Why statements. The first customer experience may be a result of your marketing prowess, but customer experience will be WHY they come back to buy from you again.
- This leads us to the How. When you put the writing up on the wall, be sure that you clearly state… How to reach you. How to buy from you. How customer’s can use your product or service to the customer’s advantage after the sale. If there is no evidence of a how, I may not buy. If there is no results from your “how” after the sale, I definitely won’t be buying again.
So get your message out there and make it easy for me to understand.
I just might have a need for what YOU want to offer. Just keep in mind that customers like me are busy and you are not my highest priority…yet. Creative marketing campaigns or messages may capture my attention but if you do not clearly communicate the Who, What, When, Why and How you may have succeeded in entertaining me, but you have failed in your primary goal…engaging me as a customer today and tomorrow.
Thanks for stopping by. Stay tuned…
Joan Koerber-Walker is a two time Stevie Award National Finalist and Chairman of the Board of CorePurpose, Inc. and the Opportunity Through Entrepreneurship Foundation. She also serves as Executive in Residence for Callaman Ventures and on the boards of for profit and nonprofit organizations. As the former CEO of the Arizona Small Business Association and a past member of the Board of Trustees of the National Small Business Association she has worked with hundreds of businesses and on behalf of thousands. She believes that when you combine leadership with innovative products and services you get results. With the support of a great team at CorePurpose she helps client companies of all sizes do just that. Chat with her on Twitter as @joankw, @JKWgrowth, @JKWinnovation, @JKWleadership and@CorePurpose , at her blog at www.JoanKoerber-Walker.com or by email by clicking here.