Sometimes people really complicate the art of communicating. So much so that even large companies convey their message badly to the wrong target groups. Maybe because they are into the latest fad in marketing? Regardless of the reason why, to succeed you need to start by asking yourself what, who, why, how and when. It all starts by having a strategy that delivers your message in ways that makes people do what you want them to do.
Who do you want to reach?
How can you succeed in getting your message across if you don’t know who it’s for? Who could be interested in what you have to offer? If you don’t know or believe that all people will be interested, I suggest you think again. Not all people are interested. Some could be but not right now, some are definitely not and some people are interested in what you have to offer right here and now. So how do you reach the latter group?
What do you want your clients to do?
The main interest of potential customers is not you and your products and/or services. It’s what’s in it for them. Do you provide information that make them understand what they gain from your offer? Or do you write about yourself, your products and services? Obviously you have to provide such information but in a way that makes clients realize what’s in it for them. How would you solve their problems? And don’t’ forget the importance of customers being able to contact you. If not, what’s the point in making an effort? May sound like a strange thing to point out but it happens that you have to make an effort to find contact details on a companies web site.
When is a good time to communicate?
Timing is key. When is the right time to sell your products and services to your target market? The right time depends on your clients and customers and a lot of other factors. But you really have to ask yourself when they need your products and services as well as if the demand depends on the season? What age group is likely to be most interested in what you have to offer?
When do most customers have problems you can solve? Does something have to happen in their lives for them to need you? For some companies that’s crucial, for others not.
Where do you reach your target group?
What medias should you use to get your message across to your potential clients? Using your web site and blog are musts nowadays. But are you using social media strategically to reach your target group? Where do you find them? Are they local or spread all over the world? Do you tweet your customers? Apart from that do you need newspapers, television, newsletters or direct marketing to succeed? Or it may be as simple as to donate some products to a local charity to create good will in your neighbourhood?
Why should people do what you want?
Are you able to make an offer that’s hard to refuse? In other words offer your target group something special that they normally can’t get. It’s not about just a bargain since people are prepared to pay full price for what they really want. But not always. So when you are doing a promotion it’s a good idea to offer something special in order to succeed. Could be a discount, bonus, premium gadget or some kind of a guarantee. The key is to get the message across that they are getting a good deal. Get your clients to feel that what you are offering is worth more than what they are paying for it. That way they feel good since they are making a good deal. If necessary hire a communications consultant to help you out. It doesn’t have to cost a fortune. And don’t forget that everybody loves a good story.
A lot of the time we think it’s more complicated and that we need to do more than is actually necessary in order to succeed. But communication isn’t rocket science. Once you start asking you will find the answers. There is mostly not a need to apply the latest theories you read about in Harvard Business Review. Many people are actually so confused by all the new theories constantly being launched they think they need more time, money and resources. But is that really true? You can do a lot with a little. Many great projects are started with a simple idea and a willingness to work hard. What if you don’t need whatever it is you think you need to succeed? Wouldn’t it then be a good idea to start by contemplating what, who, why, how and when and get the message that you can solve their problem across to your target group? If you do it right people who have a need will know, like and trust you. And then they will try, buy, repeat and refer.