Dialogue in business is everything. In fact, think of communicating with your audience as the equivalent of putting on your best clothes for a job interview. When you interact with a customer, online or in person, you want to put your best foot forward and strive to make a lasting impression – the good kind!
If you aren’t getting the growth and levels of engagement you’d hoped for, you aren’t “wowing“ your audience.
Woof! That can be hard to hear… especially when we’re trying our best.
However, it’s important to understand that dialogue is at the very core of marketing. The words you choose should communicate what is brilliant, badass or totally unique, about your business. Marketing should excite or move people and inspire them to connect directly with your brand (make a purchase, follow on social media, share with friends, etc).
Sounds pretty straightforward, but here’s where it gets tricky. Your business dialogue should serve your customers’ needs first and foremost and not your own need to get the sale. Instead, illuminate their desires, solve their problems, provide rewards or incentives and make them feel good.
Shift your dialogue, shift your level of success!
Does your tone accurately represent your business?
A lot of boss babes don’t realise it, but the words you write set the tone for how customers will come to know and perceive your business. When you design key messages, ensure they’re appropriate for your business type (and accurately represent your brand!).
For example: If you’re a value brand, it’s a-okay to be chatty. But, if you’re a luxury brand, it might be wise to avoid conversational dialogue. Instead, adopt a voice that is succinct and formal. Use words that are flashier. Friendly vs. exclusivity > a good friend vs. the popular kid.
Are you rolling out the facts without any fire?
Let’s be real, we live in an age of “communication oversaturation” with text messages, social media, posters, pre-play ads and television. If we want people to stop and notice us we have to find our voice and cut through the noise. I’m not saying you always have to sound like a poet or genius (or poetic genius!) but try to dig deep whenever you reach out to your customers.
Are you communicating your value clearly?
Are you pushing your products in an overly salesy type of way, without explaining their actual benefits? Think about the problem they solve for your customer. Illuminate the reward your customer will enjoy or how they’ll feel after completing their purchase. And then showcase that, in a simple way.
Product – knitted blanket.
Feature – high-quality, handmade.
Benefit – comfort, warmth, one-of a kind. *focus on these!
What are your product’s features and benefits? If you aren’t entirely sure, it’s time to brainstorm.
Have you proof checked everything?
In a world of online dictionaries, autocorrect, spellcheck and Grammarly it’s vital to proof check everything. There is no excuse for language laziness. You may think it doesn’t matter, but it can reflect poorly on your brand. Mistakes happen, but do your best to treat every piece of marketing material (whether it’s an ad or social media post) like it’s your resume. Ultimately, anything you share does represent your business.