Speak My Language
Sometimes it may feel like our customers don’t understand our brand message. It is so important to tune in to our customers’ perceptions and needs so that we can speak the same language! Here are 3 keys to a strong brand message to get you in the same mindset as your customers:
The reality is, what sounds simple and straightforward to us, is not simple or straightforward to our customers. If your customers don’t understand you, they don’t buy from you.
If you can’t explain what you do to a five year old, you have not simplified your message enough. Now, I’m not saying your customers are like five year olds and I’m not suggesting you “dumb it down.” However, adults have very little time or patience for learning new concepts, especially if they can’t immediately understand the benefit. Get it down to one sentence. Trust me, it can be done and you’ll be better off because of it.
2. Speak to your customers values
This one gets missed all the time. We think we’re talking to the customer but we aren’t speaking to their values. If your brand message speaks to their problems—their pain, they will hear you. In order to accomplish this, you must uncover your client's biggest desire and speak only to that desire. Succeed and you're likely to cut your sales cycle by half.
Let's take a look at an example:
IEC is an IT and Managed Services provider, who had relied heavily on the owners to create messaging and marketing. It's not that there's anything wrong with this message, however it doesn't speak to the customers' values or the pain (problem) they are currently experiencing.
The message here is very customer-centric. We focused on the problem: many businesses get a minimal level of service and are often stuck on hold, hoping some random technician would answer their question. And the fix: No call queues, 24/7 support and monthly contracts.
3. Cut the jargon
The simple fix is to just stop using jargon. Here are a few buzzwords words that are so overused, they lack meaning or significance:
If you do one thing for your business this fall, make sure you attend the Why Branding Works workshop on September 14th. We will be spending time on how to speak to your target audience so they can really hear and understand you.