Is Your Business Communication Making a Connection with Your Customers?
I was having a conversation with some folks on Twitter tonight about communication, and the fact that the larger a company gets, it seems the more impersonal its communication gets. And that just doesn’t make any sense - because companies are made up of people. Light bulb moment.
People will always want to communicate with people over an impersonal unknown, given a choice. So if you’re communicating for an organization in any way, it makes sense that you’d want to communicate in a way that your audience wants to hear your message. And if you do that, there’s a good chance you can make an emotional connection with them.
4 Ways an Emotional Connection with Customers Can Build Your Business
There are four ways having an emotional connection with your customers can help you build your business and continue to be a powerful base and support for your company for years to come:
1. If you have an emotional connection with your customers, your customers, employees and all of your audiences will consistently feel that they know your organization and what to expect from it, which will develop trust and loyalty. They will stay with you.
2. If you have an emotional connection with your customers, your company will be aligned with the correct customers - ones who will see your true value and resonate with what you have to offer. This will give you unique value to create true fans and overcome price concerns. When I say your company will be aligned with the correct customers, this is something that a lot of businesses have trouble with. They want to have everybody, the whole world, as their customers. In reality, every customer is not right for you. If your organization can get good at being authentic and being true to itself, you will get aligned with the correct customers; the ones who will see your true value, who will resonate with you. They will be the ones who will value your products and services and not haggle over price.
3. The third reason that having an emotional connection with your customers can help you build your business, and this is really helpful, is that you”ll be able to bring strategic focus and clarity to the power of your marketing, which will give it deep meaning and recognition, which means no more guess work with your marketing. It will become easier to develop clear and consistent communication. You”ll know who you are marketing to. You”ll know who your audience is. These communications will foster customer loyalty and advocacy. You and your customers will understand each other. You won”t be doing “˜flavor of the month” marketing anymore, “Well, let”s try this,” or “Let’s try that.” You”ll know exactly how to market to your customers.
4. The fourth way that having an emotional connection with your customers can help you build your business is that you”ll be able to differentiate your organization by giving it strength to stand apart from your competitors. Your positioning will be authentic. Again, nobody can be you. Once you really start to drill down into your authenticity and understand who and what your company is, there is nobody that can be you. You”re the only one that can be you. This will really help to differentiate you in the marketplace.
So go ahead and get rid of the idea that you have to communicate like a big company, even if you are a big company. It’s people you’re communicating to, not bricks and mortar. Look for ways to be personal, authentic, and to make a connection. Study the organizations you like that do it well, the ones with marketing and communications that draw you in - betcha dollars to donuts they’re making an emotional connection with you.
Am I right?
Tags:authenticity, business communication, communication, emotional connection